Tealium’s new AI features aim to revolutionise real-time customer engagement

Tealium unveils a suite of AI-powered tools, including the Behavioral Insights Agent and enhanced MCP protocols, designed to deliver more personalised, compliant, and instant customer experiences at scale.

Tealium has recently introduced a suite of AI-powered features aimed at enhancing real-time customer engagement by better understanding behavioural data. Among the new capabilities are the Behavioral Insights Agent, Attribute Search, AI Documentation, and Global AI Settings, complemented by upgrades to its Model Context Protocol (MCP) to support more dynamic and agentic workflows.

The centerpiece, the Behavioral Insights Agent, transforms raw event data into actionable behavioural intelligence through customisable AI classification. This enables organisations to personalise experiences instantly, execute smarter segmentation, and engage users at scale during sessions. The agent draws on Tealium’s real-time event stream, which processes billions of events daily, ensuring that insights are delivered with precision and immediacy beyond traditional machine learning approaches. Notably, this feature does not require organisations to build or manage complex infrastructure, all while maintaining strict data privacy and integrity standards.

Complementing this, the Attribute Search offers a conversational interface allowing users to query server-side attributes in natural language, thereby delivering precise and contextual results swiftly. AI Documentation auto-generates clear and relevant notes for configuration components such as Tealium iQ variables, facilitating fast onboarding and clearer understanding of system setups. Meanwhile, Global AI Settings provide organisations with granular governance, letting them control AI feature availability at both account and profile levels. This default-off, opt-in model is suited to institutions cautious about AI usage, particularly regarding compliance and data privacy concerns.

A significant enhancement lies in Tealium’s MCP, which now includes expanded support facilitating richer agentic workflows with a fully managed MCP server, eliminating the need for infrastructure setup. The MCP enables AI systems to securely access real-time visitor profile data, which is critical for instant personalisation, analytics, and automation. Through the Moments API integration, AI models receive consented, high-quality data streams that are enriched, cleaned, and orchestrated in real time. This robust data foundation allows AI initiatives to operate with greater efficiency, delivering more relevant customer experiences while upholding stringent privacy standards.

Tealium’s CEO, Jeff Lunsford, underscored the rapid pace of AI development alongside the challenges of data fragmentation. He emphasised that Tealium’s platform delivers a trusted and governed real-time data stream, ensuring AI decisions remain consistent, contextual, and compliant across multiple channels. Founder and CTO Mike Anderson highlighted that the seamless MCP integration unlocks the full potential of data, paving the way for smarter, targeted AI models.

These newly launched features represent the next step in Tealium’s ongoing mission to serve as a trusted data foundation for AI systems, promising further enhancements that blend governance, compliance, and cutting-edge AI capabilities to accelerate intelligent customer engagement.

📌 Reference Map:

• Paragraph 1 – ^[1] (MarTech Vibe), ^[2] (Tealium press release)
• Paragraph 2 – ^[1] (MarTech Vibe), ^[7] (CMSWire)
• Paragraph 3 – ^[1] (MarTech Vibe), ^[3] (Tealium documentation)
• Paragraph 4 – ^[4] (Tealium documentation), ^[5] (GlobeNewswire)
• Paragraph 5 – ^[6] (GlobeNewswire), ^[5] (GlobeNewswire)
• Paragraph 6 – ^[1] (MarTech Vibe), ^[2] (Tealium press release), ^[5] (GlobeNewswire)

Source: Fuse Wire Services