Paul Meinshausen, CEO at MoEngage, argues marketers never had individual-level control over customer experience — only rules applied at scale. He and Greg Kihlström get into what replaces it.
Personalization was always rules in disguise. What marketers experienced as control was segment logic applied broadly. Meinshausen on what individual-level decisioning does that no rules engine reaches, however many people you put behind it.
Guardrails are where the real design work happens. When an agent's read on a single user collides with a margin floor or a global frequency cap, something has to resolve it — explicitly, and with data behind the trade-off.
A headline lift number is not proof. Meinshausen on how performance metrics mislead when leaders evaluate AI, what makes a holdout experiment credible, and how to measure value that doesn't show up as a conversion.
About Paul Meinshausen
Paul Meinshausen is Co-founder and CEO of Aampe, an agentic AI decisioning company acquired by MoEngage in 2026, where he now leads Agentic Decisioning. Aampe's approach deploys a dedicated agent for each individual user, built on reinforcement learning infrastructure with causal inference at the user level, and runs in production across consumer brands including Grab, Swiggy, ZenBusiness, and Taxfix. Previously he co-founded PaySense, a consumer fintech acquired by PayU in 2019, and served as its Chief Data Officer. His background spans data science, computational behavioral science, and building engineering and data teams. He has been an active angel investor since 2018.
MoEngage is an Agentic Customer Engagement Platform trusted by over 1,350 global consumer brands and combines deep customer analytics, agentic marketing workflows through its Merlin AI Agents, and omnichannel orchestration across messaging and surfaces, helping marketing and product teams deliver experiences that feel personal at any scale. Learn more at moengage.com
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