BlueConic, a Boston-based customer data platform for consumer brands, announced on June 17, 2026 that it had acquired Blueshift, a San Francisco company that sells an AI-driven platform for sending personalized marketing messages across email, push notifications, in-app messages, SMS and the web.
Financial terms were not disclosed. Blueshift co-founder and chief executive Vijay Chittoor was quoted in the announcement alongside BlueConic chief executive Melissa Murray Bailey, but neither company said what role he or the Blueshift team would take after the deal.
BlueConic said the combined business serves more than 600 customers in consumer packaged goods, retail, direct-to-consumer and travel and hospitality. Blueshift's platform will become the execution layer of what BlueConic calls its Customer Growth Engine.
What Blueshift built
Blueshift sells software to consumer brands that combines an AI decisioning engine, which picks the next message or offer for each customer, with the tools to send it across owned channels. The company says its system learns from the results of each campaign and feeds them back into later decisions.
Chittoor said Blueshift had spent ten years helping brands deliver hundreds of millions of personalized customer experiences a day. Its named customers include Stitch Fix, Five Below, Tuft & Needle, Udacity and LendingTree. In 2019 the company hired Josh Francia, a former vice president of marketing at LendingTree and a Blueshift user there, as chief growth officer.
Blueshift was based in San Francisco and also had offices in London and Pune, India, according to a 2024 report on its financing.
“For ten years, Blueshift has helped leading brands deliver hundreds of millions of personalized customer experiences a day, and we've spent the last several years building toward an agent-first future.”
Why BlueConic is buying
BlueConic builds real-time customer profiles from first-party behavior on a brand's website, app and offline channels. Its products include the customer data platform itself, interactive experiences such as quizzes and product finders built on Jebbit, an Agent Studio for AI agents and more than 150 integrations. Its customers include ASICS, Free People, Marmot and L'Oréal.
BlueConic said it makes decisions in milliseconds while a customer is on a brand's site. Blueshift extends those decisions to email, push, in-app, SMS and web messages, so they can be carried out without routing through a separate tool. The results of each message then come back to BlueConic as new behavioral data rather than as a report imported later.
The company framed the deal around AI agents. Its argument is that marketing agents are only as useful as the data they work from, and that data copied in from other systems is often hours or days old by the time it arrives. BlueConic said its platform is designed to work whether a brand keeps its data in a warehouse, a lakehouse or elsewhere.
"Marketing is going through its biggest reset in two decades," Murray Bailey said in the announcement, adding that real-time context had become the main way for brands to compete.
The funding behind Blueshift
Blueshift raised a $15 million Series B in April 2019 led by SoftBank Ventures Asia, the AI-focused early-stage fund of SoftBank. Earlier investors Storm Ventures and Nexus Venture Partners took part, bringing its total financing to $30 million at the time.
In January 2024, Runway Growth Capital provided a $40 million debt commitment to Blueshift. The company said it would use the money to refinance existing debt and to expand sales, marketing and operations. No later equity round was reported before the sale.
What happens to customers
The companies did not announce changes to pricing or contracts. Chittoor said customers would get a single platform in which customer understanding, AI decisioning and cross-channel execution work together, with AI agents built in from the start rather than added afterwards.
BlueConic said the combined system was built to capture customer behavior, decide on a response and deliver it in a single stack, and that it gets more accurate with each interaction because it learns from data BlueConic collected itself.
