Artificial intelligence is rapidly reshaping the way brands interact with their customers, and Notify AI has developed a solution that places the emphasis on timing, responsibility and sustainability.
Published on Oct 20,2025 at 9:40 AM | Updated on Dec 16,2025 at 11:39 AM

Founded in 2016, the French scale-up has positioned itself as the first real-time, omnichannel SaaS CRM platform built to individualise, secure, sustain and enrich customer relationships. At its core lies ian, an AI agent designed to orchestrate communications across channels and ensure that every message is sent at the right time, on the right channel, to the right individual. Notify

AI’s philosophy revolves around the concept of “Customer Capital”, the idea that a brand’s most valuable asset is its existing customer base. Research has shown that increasing customer retention by just 5% can improve financial results by 25% to 55%. Yet, many companies face rising acquisition costs, higher marketing pressure and growing customer fatigue.

Notify AI argues that building Customer Capital is not just about sales; it is about creating trust, relevance and long-term engagement. By unifying customer data, contextual signals and communication channels, its platform helps brands focus on relationships rather than volume. Instead of overwhelming consumers with messages, the solution aims to orchestrate conversations that are timely, personalised and respectful.

 

Real-time orchestration with ian

What makes Notify AI distinctive is its real-time capability. Many CRM and marketing automation platforms rely on pre-programmed campaigns, but ian connects via API to existing CRM systems and automation tools, operating as a headless and no-code solution. This allows brands to avoid replacing their technology stacks while still gaining access to predictive, AI-driven orchestration.

Ian analyses behavioural, contextual and open data to determine the best moment and channel for engagement. This approach helps brands optimise conversion while reducing marketing pressure and digital fatigue. It also has an environmental dimension: emails, SMS and push notifications all carry a carbon footprint, and Notify’s eco-arbitrage feature enables brands to cut emissions from CRM activity by up to 50% without compromising results.

 

Clarins case study: Balancing growth with responsibility

The luxury beauty brand Clarins offers a concrete example of Notify AI in action. With multiple teams managing different communication channels, Clarins faced the risk of customer over-solicitation. The challenge was to maintain performance while avoiding disengagement, unsubscribes and potential damage to brand image.

By deploying Notify’s AI, Clarins was able to orchestrate campaigns across channels in real time, tailoring communication to each individual customer. The results were notable: a 46% reactivation rate of inactive customers, a 20% increase in web conversions, and a seven-point improvement in retention compared to non-Notify populations. At the same time, the overall omnichannel marketing pressure was reduced by 50%.

Beyond performance metrics, the project aligned with Clarins’ wider CSR commitments. By combining growth objectives with the ambition to nurture a long-term relationship with its community, the brand was able to demonstrate both responsibility and innovation.

 

Towards a sustainable future for CRM

With more than 100 client brands across sectors such as beauty, fashion, retail, travel and technology, Notify AI has established itself as a significant player in CRM orchestration. Its team of nearly 50 people continues to invest in R&D to refine algorithms, explore new channels such as digital wallets and social media, and ensure compliance with regulatory frameworks across markets.

For Notify AI, the future of CRM lies in respecting customer attention, improving brand dialogue and reducing the environmental footprint of digital communications. In this vision, Customer Capital is not just a metric but a long-term resource that requires careful stewardship. By turning data into meaningful, sustainable conversations, Notify AI and its AI agent ian are helping brands transform CRM from a marketing function into a driver of loyalty, trust and growth.