Launched 'Brilliant,' an agentic AI assistant targeting ecommerce merchandising and conversion tasks.

By publicly drawing a line between 'agentic assistant' and 'chatbot,' Connectif is attempting to reframe the evaluation criteria in ecommerce marketing automation—pushing buyers to ask what their current tool can actually act on versus just respond to. This is a category narrative move that smaller marketing automation competitors haven't explicitly countered yet. If the positioning gains traction, it shifts buyer conversations away from feature checklists toward autonomy and outcome metrics.