Flexible AI Integration Framework Signals New Era of Customizable Performance Marketing
Wunderkind has launched a new developer-first integration suite called Build with Wunderkind, offering brands flexible ways to adopt its core performance marketing tools without having to overhaul their existing infrastructure. The rollout marks a significant step for the company as it extends its agentic AI decisioning technology to a wider range of marketing teams—from lean DTC startups to enterprise retailers.
Described as “an API-first integration suite,” Build is designed to help marketing and development teams integrate capabilities like identity resolution, behavioral triggers, and real-time personalization into their tech stack, regardless of how it is currently structured.
“The modern marketing stack isn’t one-size-fits-all,” said Bill Ingram, CEO of Wunderkind. “Build is our answer to the composable future. It gives brands full control over how they ingest, map, and activate data—while still tapping into the unmatched reach and lift of Wunderkind’s agentic decisioning engine.”
Historically, Wunderkind has provided its performance marketing services as a fully managed solution, combining proprietary identity tech with strategic services. The introduction of Build changes that by enabling more customizable and interoperable options.
The Build framework offers brands a flexible suite of integration tools tailored to varying technical needs. It includes low-code SDKs for web and mobile to capture real-time behavioral data with minimal engineering effort; APIs that allow for seamless integration of identity resolution and personalization features into existing CDPs, ESPs, and analytics platforms; and a Signals layer that enables brands to use their current messaging systems—like Klaviyo or Salesforce—while leveraging real-time behavioral triggers to optimize message timing and relevance.
The framework enables what Wunderkind refers to as “agentic decisioning” that allows AI to make real-time decisions about how, when, and where to engage consumers across owned channels, including email, web, and mobile.
Ingram emphasized the importance of this shift: “That intelligence is critical to shaping the ultimate customer journey in real time, across every owned channel and platform.”
As part of the rollout, Wunderkind also released a self-serve Shopify app, making its identity resolution and behavioral targeting capabilities accessible to smaller brands without requiring long-term service contracts or complex engineering work.
For marketers and communications professionals, the key takeaway is a move toward modular performance marketing, where identity and personalization capabilities can be adapted to fit existing workflows. This composable approach reduces operational barriers and broadens the applicability of AI-driven engagement strategies.
