Customer engagement platform Batch has announced its first acquisition in over a decade, purchasing the predictive AI firm Moonfish AI. This strategic transaction is designed to accelerate the company's Agentic CRM capabilities and initiate a broader European M&A strategy. The deal enhances the offerings for Batch, a company with approximately €20 million in annual recurring revenue and 350 enterprise clients across Europe.
A Strategic Move into Predictive AI
Batch has acquired the technology, intellectual property, and brand of Moonfish AI in a carve-out deal with data consultancy Jakala. The Paris-based firm specializes in predictive algorithms that optimize marketing campaigns by anticipating customer behavior. As part of the undisclosed deal, the Moonfish AI team will continue to support Batch for a transitional period of approximately one year.
The acquisition follows a successful two-year partnership where the companies served mutual clients such as L'Occitane and Printemps. This collaboration demonstrated significant results, including up to a 150% increase in incremental revenue on A/B-tested campaigns. The proven performance and strong customer interest were key factors in turning the partnership into a full acquisition, solidifying the technology's value.
Powering the Future of Agentic CRM
This move is central to Batch's vision for an "Agentic CRM," where artificial intelligence takes on greater responsibility for marketing decisions. The platform aims to support two distinct futures: one where AI assists human marketers and another where it autonomously manages campaigns. This dual approach allows brands to choose the level of automation that best suits their strategy and industry.
Moonfish AI's technology, including 15 production-grade machine learning models, will be integrated into the Batch AI Predict suite. This enhancement provides native predictive intelligence for metrics like churn risk, purchase propensity, and optimal send times. The integration eliminates the need for clients to manage complex data science pipelines, making advanced AI more accessible within the platform.
European Consolidation and Sovereign Ambitions
The acquisition occurs as the European marketing software market undergoes significant consolidation, driven by AI and a demand for unified platforms. Batch is positioning itself to lead this trend, with its leadership indicating they are monitoring around 40 to 50 other European companies. This deal marks the beginning of a more aggressive growth-through-acquisition strategy for the French technology firm.
Batch also leverages its status as a sovereign European technology provider as a key competitive advantage. With a majority of French shareholders and all client data hosted on OVH servers in France, the company appeals to organizations with stringent data sovereignty needs. This positioning presents a compelling alternative to the major US-based cloud marketing platforms like Salesforce and Adobe.
The acquisition of Moonfish AI marks a pivotal moment for Batch, significantly strengthening its predictive AI capabilities. It signals the start of an ambitious M&A strategy aimed at consolidating the fragmented European martech landscape. By advancing its Agentic CRM vision and emphasizing data sovereignty, Batch is solidifying its role as a leading alternative to legacy systems in the market.