Blueshift’s previous investors, including Storm Ventures and Nexus Venture Partners, also participated in the funding round, which brings the company’s total financing to-date to $30m.

The company also announced that Josh Francia, who was previously as the vice-president of marketing at LendingTree, has joined the company as chief growth officer.

Blueshift’s platform is used by consumer marketers in a broad range of industries to help them transform from a channel-centric approach to one focussed on the customer. Blueshift’s AI uses data to help marketers automate intelligent decisions around the right audience, content, time and the channel.

The platform unifies historical data and real-time streams from multiple data sources into a single customer view, and helps marketers to scale intelligent and timely engagement on channels like email, paid media, websites, SMS, direct mail, mobile apps, chat, voice and more.

Blueshift will use the funds to accelerate the growth of its platform and build new apps and Francia's appointment will support that. He will lead marketing, strategic partnerships and customer advocacy.

Vijay Chittoor, co-founder and CEO of Blueshift said: "At Blueshift, our mission is to put AI in the hands of every marketer so they can transform their customer data into intelligent engagement on every channel. I am very pleased to welcome both SoftBank Ventures Asia and Josh to the Blueshift family. With this latest round of financing and outstanding new addition to our leadership team, we are poised to accelerate our growth and deliver the power of AI to even more brands."