Paris, September 15, 2026 – Splio, a European SaaS provider of B2C CRM solutions—45% of whose revenue now comes from AI—announces a new phase in its transformation with the gradual evolution of its AI-First CRM platform into an Agentic Customer Platform, a CRM system in which the customer intelligence agent is equipped with brand-specific intelligence.
Faced with the explosion of data, the difficulty of interpreting it, the growing complexity of making the right marketing decisions, and the burden of manual tasks, Splio aims to help marketing teams further personalize customer relationships, make informed CRM decisions, and act more effectively at scale—with the goal of turning CRM into a powerful growth driver for brands.
The shift of CRM into the agent-based era opens up new ways to address these challenges. Splio brought this evolution to life last April with Ask My CRM, thereby introducing a new way to interact with the CRM using natural language through direct, autonomous access to customer data.
This is particularly true for KIABI, which used Ask My CRM to develop its sales plan last June. Based on the performance of the previous summer’s campaigns, current products, and the market environment, the teams were able to create a four-week communication plan in about 30 minutes—compared to several days previously—while also identifying new communication opportunities.
“With Ask My CRM, our teams can start with a business question and quickly obtain actionable insights. This reduces the time spent on data research and manipulation, but above all, it shortens the time between identifying a problem and making a decision. The agent gives us greater autonomy in the day-to-day management of our CRM performance,” says Julie Huguet-Macquart, Group CRM Leader at KIABI.
What sets Splio’s customer intelligence platform apart is rooted in a core belief: industrializing CRM should not lead to the standardization of either marketing strategy or customer relationships. Every brand has its own unique context—including its data, brand universe, products, strategy, and objectives—as well as a unique relationship with its customers that it must preserve.
With its Large Customer Model, Splio introduces a modeling approach specifically designed for CRM, capable of combining customer data, product catalogs, and brand context on a large scale. Whereas a general-purpose LLM predicts the next word, the LCM predicts each customer’s behavior and interprets it within the context specific to each brand, in order to inform the most relevant CRM decision for both the brand and its customer. It thus enables brands to balance personalized customer relationships, operational efficiency, and business objectives specific to each brand.
Splio’s LCM thus leverages 15 years of Tinyclues AI predictive intelligence and enriches it with a business ontology and a Semantic Layer to incorporate the specific characteristics, business rules, and challenges unique to each company. Powered by each brand’s proprietary data (industry, product catalog, seasonality, business rules, business objectives, etc.), Splio’s LCM enables each brand to have its own unique predictive and contextual intelligence to support decision-making.
“CRM is not a field that can be replicated exactly from one brand to another. The same customer behavior can have a completely different meaning depending on the industry, product lineup, season, customer lifecycle, or business objectives. In the age of agents, differentiation will therefore come not only from their ability to take action, but also from the quality of the intelligence on which they rely. This is precisely the goal of Splio’s Large Customer Model: to provide our customer intelligence agent with a brand-specific understanding before enabling it to make decisions and take action, ” says Antoine Parizot, co-CEO of Splio.
It is this intelligence that powers Ask My CRM. By the end of the year, it will be enhanced with new actionable features (campaign creation, design, etc.) to better support teams in their day-to-day work—from analysis to decision-making and then to action.
This development is part of a broader transformation of Splio’s architecture. The customer intelligence agent was designed to leverage the platform’s various applications, such as the “ Marketing Automation ” and “Loyalty,” but also, eventually, to interact with third-party agents. Splio relies in particular on open standards such as the Model Context Protocol (MCP) to build an open and interoperable CRM ecosystem.
With this new architecture, Splio aims to move beyond a vision of AI limited to assistance or task automation. The goal is to provide every brand with its own customer intelligence— intelligence specific to its CRM—capable of simultaneously taking into account the unique characteristics of both the brand and its customers, in order to help marketing teams make more relevant decisions and implement them at scale.
About Splio
Splio is one of the first French marketing technology scale-ups to transition its SaaS CRM to an AI-first model, with 45% of its recurring revenue coming from AI. Based in Paris, the company has 180 employees spread across four offices in Europe and the MEA (Middle East and Africa) region.
Splio is evolving its platform into an Agentic Customer Platform designed for the CRM, marketing, and digital teams of B2C brands.
At the heart of this new architecture, its customer intelligence agent— powered by the Large Customer Model—serves as the entry point for CRM managers. Splio’s LCM builds on 15 years of Tinyclues AI predictive intelligence and is enhanced by a business ontology and a Semantic Layer to interpret customer data in light of each brand’s unique context. This enables teams to make more informed decisions and act more quickly.
The customer intelligence agent is also designed to leverage the platform’s CRM applications (Marketing Automation, Loyalty, and AI Decisioning) to create a more integrated and agent-driven CRM experience.
Already adopted by over 500 companies (retail, telecom, tourism, transportation…) in Europe and MEA Splio is used daily by brands such as Air France, Fnac Darty, Pierre Hermé, SNCF Connect, KIABI, Cyrillus, APC, Izak, SAMSUNG and Orange.