Clienteling app, Proximity, has unveiled its latest Gen AI-powered feature, Message Maestro, to help store staff deliver on-brand, personalised interactions. The new solution aims to enhance customer relationships by harnessing the power of AI insight without compromising on the human touch.

Proximity, which counts brands including Max Mara, Joseph, Paul Smith and Farrow & Ball among its retail partners, developed Message Maestro alongside AI specialist, ConversAgentAI. The feature is designed to give store teams the “creativity and speed of AI” without losing the human touch of customer-colleague interactions.

“Message Maestro is designed to amplify the human touch, not replace it,” said Marcus Dawson, CTO of Proximity. “It lets retail teams craft messages that truly resonate, safely, securely and on-brand.”

Embedded within the Proximity clienteling platform, Message Maestro analyses tone, sentiment and intent. It then overlays this with insights drawn from the solutions’ single view of the shopper, such as preferences and purchase history, to craft messages that feel genuinely personal for each customer.

Measurable engagement without losing the human touch

Over time, Message Maestro recognises which messages drive engagement and sales, helping store teams refine outreach for maximum impact. By guiding tone and phrasing, it also makes communication more inclusive and consistent across a retailer’s teams, enabling every associate to express the brand with clarity and confidence.

“In clienteling, every word matters. Message Maestro enables associates to communicate with precision and personality, so every message reflects the authenticity, tone and warmth of the brand, saving time while strengthening client relationships,” said Raza Hussain, CEO of ConversAgentAI.

Now in beta testing with selected partners, Proximity says Message Maestro is the first step in its wider AI roadmap, which aims to combine brand safety, customer insight and human connection to redefine the art of clienteling.