The ‘Smart Suppression’ feature, part of the company’s AI platform, helps predict the incremental lift that each message will generate, and therefore suppress messages that are unlikely to be effective.

The tool, which is an AI decisioning agent working within a customer data platform, can also predict which messages change customer behaviour and which ones do not, and make the distinction between the two at an individual message level.

Users can control the suppression thresholds they want to implement for marketing messages for their preferences, Hightouch said.

The release of Smart Suppression comes after the appointment of Akilesh Bapu as product lead, AI agents, at Hightouch, having previously been co-founder and chief executive at AI healthcare startup DeepScribe.

Rishabh Anand, product lead, AI decisioning at Hightouch, said: “Decisioning agents are inherently greedy. They’re designed to maximise outcomes, and if you give them permission to send five times a week, they’ll send five times a week.

“Smart Suppression ensures they focus that volume on messages that actually drive impact, not just fill quotas.”