AutoScout24 is transforming how it connects with customers by moving beyond rigid automation toward an AI-led CRM operating model. In this session, Michela Maffei, Manager of Marketing Platform Engineering, shares how Europe’s leading car marketplace uses specialized AI agents and Iterable’s MCP server to evolve from manually managed workflows toward intelligent systems that can dynamically determine the best way to engage each user.

Michela will show how AutoScout24 is building a scalable AI strategy that automates high-effort operational work such as content localization, delivery issue diagnosis, and message personalization, while preserving human oversight and governance. You’ll learn how AutoScout24 combines deterministic business logic with AI reasoning to decide not only what message to send, but whether a message should be sent at all. The result is a CRM engine that improves campaign quality while allowing teams to focus on higher-leverage strategic work.