Artificial intelligence dominated many conversations at NRF 2025: Retail’s Big Show Europe. French Saas platform Notify AI offers a practical real-time omnichannel CRM solution designed to help brands optimise how they communicate with customers.
Published on Oct 7,2025 at 7:23 AM | Updated on Dec 16,2025 at 11:39 AM

The company’s Chief Marketing Officer, Jérémie Renault, shared his thoughts on the show, how its AI agent ian integrates seamlessly with existing CRMs, and why their agnostic, context-driven model is resonating with retailers eager for both efficiency and sustainability.

 

 

 How was your experience at NRF 2025: Retail’s Big Show Europe? What were your main objectives and would you say you achieved them?

We had high expectations regarding the show's transition between Paris Retail Week and NRF, which we have been familiar with for several years in New York. We were expecting a truly European audience, and that's what we got. A lot of companies and retailers from other English-speaking countries approached us, so that was great. Our main objectives were to continue to promote our reputation in the retail sector and, specifically, since we are very well established in France, to give ourselves the opportunity to attract advertisers and brands with different geographical reach and to introduce ourselves to them. Based on these goals, we had a number of meetings and also hosted a workshop attended by European brands. So we were very happy to be at this edition.

 

Can you tell us about your AI solution and explain how it integrates with CRM platforms?

Our AI solution is an agent called ian, an artificial intelligence that is dedicated to CRM, in the form of a SaaS, which connects via API to all automation markets and all CRMs on the market. That's what makes it a headless solution, which we call a no-code solution, where it simply connects with an API, so there is no need to change your CRM or overhaul your internal technological architecture. We connect Notify, which unifies customer data and external data that you will be able to leverage. We also unify customer data and channels, meaning all the automation markets or CRMs used to send messages, emails, texts, push notifications, calls, etc.

We bring them together to orchestrate messages and send the right message to the right place in real time, which means the right channel, at the right time, when each consumer is available. So really, it works on an individual basis and in real time.

 

And what makes your solution unique? What are its main advantages?

Our solution is unique, first of all, because it is one of the very few CRM solutions on the market that works in real time. There are many, many automation or CRM markets that are programming-based. We work in real time, which makes us truly unique. And above all, we are agnostic, meaning that we do not favour one message over another or one channel over another. With our concept, we builds campaigns within a CRM system, and these campaigns are triggered based on their relevance of the message to each individual. For example, if I'm a beauty brand and I've planned a campaign for a sunscreen product, I'm not going to send it on a rainy day. In other words, I'm going to really focus on the context, the behaviour of each consumer and the right time, the right moment to activate my campaign. So there are two specific features that make us agnostic and enable us to target each customer with maximum efficiency.

How was your solution received during the trade show?

Quite well. The difficulty for us at a trade show like NRF is that we are an AI and a lot of people are talking about it. First we have to show that it really works. We have to provide reassurance about onboarding and the ease of adopting our solution and getting it to work on a daily basis with CRM teams. It was well-received because there are business-oriented results in our case, but we also have value-added features that are a little different which we are focusing on. With CRM orchestration, you can continue doing business while reducing marketing pressure, because everyone is a little overworked today. We are also ultimately able to increase the expertise of CRM teams, which is true for any AI that ultimately provides a performance lever within marketing teams. We are also able to address issues such as the carbon footprint of CRM. We know that sending messages, such as emails, has a carbon footprint, and we are able to work on these issues. All these things that are a little outside of pure and simple business performance, are obviously of interest to retailers, who really need to adopt new approaches and work in this direction.