Paul Meinshausen, CEO at Aampe by MoEngage, argues that once AI agents take over campaign execution, the marketing organization’s real job becomes discovery: finding what the brand doesn’t yet know how to say to its customers. He and Greg Kihlström get into what that means for budgets, teams, and measurement.
Execution capacity and discovery capacity compete for the same budget. Leaders now have to choose between buying more throughput and building the ability to keep expanding what the brand can offer.
The hard part is change management, not the technology. Meinshausen on how teams learn to trust a system that handles execution, and where a discovery function belongs in the organization.
Campaign KPIs don’t measure a discovery team. What replaces throughput metrics when the job is expanding the content and offer space, and how a gap surfaced by an agent turns into a business outcome.
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.
Paul Meinshausen on LinkedIn: https://www.linkedin.com/in/paulmeinshausen/
———- Resources ———-
Aampe by MoEngage: https://www.moengage.com
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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