Swiggy reports 5% higher dormant-user reactivation with 50% fewer campaigns in AI test
Swiggy reported 5 per cent higher dormant-user reactivation with 50 per cent fewer campaigns in an agentic marketing test. Its Merlin AI tool, developed with MoEngage, cut complex journey-building time from around 1.5 hours to 15–20 minutes.
Read the source at ET BrandEquityThe numbers
| Swiggy campaigns currently running: | around 6,000–8,000 |
|---|---|
| Swiggy monthly transacting users: | more than 27 million |
| BAU push notifications: | three |
| Agent-led push notifications: | two |
Why it matters to operators and investors
Swiggy’s Merlin collaboration with MoEngage highlights a partnership route into agentic marketing, with diligence focused on repeatable reactivation gains, integration requirements and data governance.
What to watch next
- A Swiggy announcement expanding Merlin beyond the initial test
- Controlled results showing whether the reactivation lift persists across additional cohorts
- Campaign counts and journey-building times after broader deployment
- Repeat-order rates and incentive costs for reactivated users
- Additional MoEngage client launches using agentic journey building
Likely next moves
The desk's read of what comes next — analysis, not reported by the source.
- Swiggy is likely to extend Merlin testing to additional dormant-user cohorts before treating the early reactivation lift as a repeatable result.
- Swiggy's marketing team is likely to redirect some journey-building time saved toward more segmentation and message experiments rather than simply increasing campaign volume.
- MoEngage is likely to use the Swiggy test to market agentic journey-building capabilities to other digital-commerce clients.
- Swiggy may assess repeat orders and incentive costs among reactivated users before committing more marketing spending to Merlin-led campaigns.
The counter-case
This demonstrates potential workflow efficiency, not yet profitable incremental growth. A 5% reactivation lift could be modest in absolute terms or short-lived, while 50% fewer campaigns does not necessarily mean fewer messages, lower promotional spend, or lower total costs after AI fees.