iCustomer is on a mission to rebuild marketing around optimized decisions and outcomes, powered by agent augmentation, not more content and tools.
We help Marketing and GTM Ops teams build a data-first, AI-native growth engine by adding an agent-augmented decision layer between their data cloud and every activation channel, tool, and adtech platform.
Leadership
Founded by Missionary Team of Industry Experts
CEO
Abhi Yadav
Jose Chan
COO
Iqbal Kaur
Decision Science
David Slavich
Growth
Jiten Kumar
Engineering
From the Founder
Beyond Customer Data Chaos: Rise of AI Native Decision OS
A decade ago, when we helped pioneer the CDP category, the job was clear: unify fragmented customer data so teams could finally see the full picture and segment. That problem is mostly solved.
Today, enterprises have warehouses, MDM, CDPs and an explosion of GTM tools: Marketing Clouds, CRMs, Ad platforms, content and journey tools. At the same time, AI search, agents, and assistants are reshaping how customers discover, compare, and decide.
We used to drag customers to our own properties. Now you have to enable decisions to where they already are: agent/app ecosystems, workflow-native GPTs, and search/ad surfaces with intelligence at the edge. One critical layer never emerged for this new world:
A shared decision layer that tells every tool and every ad engine who to engage, when, with what, and why. Without it, each channel builds its own “mini brain”: separate segments, scores, rules, pixels, and experiments. Your data team owns the source of truth, but operators are still hand-stitching decisions at the edge while every vendor ships yet another “AI feature.”
What’s missing is not more AI features it’s a system to:
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Turn raw signals into decision-grade features and scores
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Encode policies, guardrails, and playbooks in one place
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Close the loop by feeding outcomes back into every channel and ad engine
You don’t fix this by swapping your Marketing Cloud or CRM, or by adding one more point tool. You need a Decision OS that sits between your data layer and your execution layer including paid media and works with what you already run.
That’s why we built iCustomer.
iCustomer runs OODA loops (Observe, Orient, Decide, Act) on top of your warehouse/Data Layer, then publishes decisions into the tools and engines your teams live in every day martech, ad platforms, CX and performance systems while sending outcome data back to your data cloud for continuous learning.
Your data cloud is where you own your customer/audience data and intelligence.
Your GTM and ad tools are the composable, channel-specific muscles.
iCustomer is the shared marketing brain in the middle so CX and media decisions become consistent, contextual, and truly audience-first.
If you’re ready to move from tool-sprawl to an data first, AI-native, GTM stack, we’d love to work with you.
Abhi Yadav
CEO & Co-founder, iCustomer
CDP Pioneer turned Decision OS Builder
Pursuit of Marketing Optimization via Decision Intelligence
iCustomer is the industry’s first Multi-Agent Decision Engine (MADE) built directly on your customer data cloud, where every audience or customer profile can be paired with its own agent. Instead of spray-and-pray campaigns, iWorker agents on the marketer side continuously observe signals, apply real-world knowledge, business logic, and policies, and optimize actions with human-level precision and always-on attention to your customers and audiences.
This creates a data → signals → decisions → activation journey on first-party data. iCustomer applies knowledge graphs, rule-based reasoning, and predictive/prescriptive analytics to streamline and upgrade decisions across GTM scoring, targeting, orchestration, and optimization so marketing and CX become learning and decision led, not just campaign led.
Our Values
The fundamental beliefs and ideals that shape everything we do, driving us forward in our pursuit of excellence and impact.
Relentless Curiosity
Insatiable hunger for growth and excellence, setting audacious goals.
Impactful Focus
Prioritizing initiatives that create meaningful and lasting impact.
Empathetic Kindness
Creating a welcoming, supportive environment through genuine compassion.
Constant Elevation
Seeking exceptional talent and fostering continuous improvement.
Agile Efficiency
Swift decision-making, clear communication, and streamlined processes.
Grounded Humility
Embracing diverse perspectives with an open and humble mindset.
iCustomer Blog Posts
See how Decision Intelligence, dynamic ICPs, and a true decisioning engine help GTM teams move from channel-first to outcomes-first ABM and compounding growth in 2025.
