Tealium, the leading customer data platform provider, has announced a new suite of AI-powered features designed to help organizations enhance real-time engagement and deepen customer understanding. The latest updates include Behavioral Insights Agent, Attribute Search, AI Documentation, and Global AI Settings, alongside major enhancements to Tealium’s Model Context Protocol (MCP) – all aimed at enabling more dynamic and intelligent agentic workflows.
“AI is moving fast, and with it comes data fragmentation challenges,” said Jeff Lunsford, CEO of Tealium. “Tealium delivers a trusted, governed real-time data stream so AI decisions are consistent, contextual, and compliant. With a unified foundation of shared governance and business logic, AI systems across every channel can act on behavioral insights as they happen.”
The Behavioral Insights Agent is a key innovation. It turns raw event data into useful behavioral intelligence using customizable AI classification. This helps businesses get instant personalization. It also allows for smarter audience segmentation and in-session engagement at scale. All of this is powered by Tealium’s real-time event stream.
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The Behavioral Insights Agent works smoothly within Tealium’s ecosystem. It eliminates the need for complex systems. It also ensures data privacy, integrity, and compliance. Tealium processes billions of events daily. This provides brands with real-time intelligence. It offers quicker and more accurate insights than traditional machine learning methods.
Key AI-Powered Enhancements Include:
- Attribute Search: A new conversational AI interface that allows users to “talk to their data” and discover server-side attributes through natural language, delivering faster, more contextual results.
- AI Documentation: Automatically generates clear, contextual notes for system configurations—streamlining onboarding, improving transparency, and setting the stage for future AI-driven guidance.
- Global AI Settings: A comprehensive governance layer providing organization-wide and profile-level controls over AI feature access. With an opt-in model, even the most compliance-conscious institutions can adopt AI capabilities at their own pace.
- MCP Updates: Expanded Model Context Protocol capabilities now enable richer agentic workflows through a fully managed MCP server, reducing setup complexity. Updates further enhance chat, recommendations, and decisioning with real-time attributes, badges, and audience data. In Q2 2025, Tealium became one of the first CDP providers to introduce MCP integration capabilities, reinforcing its leadership in AI data management.
The launch of these capabilities is a big step for Tealium’s mission. Tealium aims to be the trusted data foundation for AI systems. Tealium combines governance, real-time data, and adaptive AI. This helps businesses offer customer experiences that are more relevant, timely, and compliant.
Tealium users will see regular updates to the platform’s AI framework and data setup. This will enhance its position as the most trusted center for AI-driven customer engagement and decision-making.