Qurable vs Hightouch: AI agents for marketing, from message to measured sales
Resources · Comparison
Hightouch calls itself an agentic marketing platform; its AI Decisioning product picks the best message, offer, channel and timing for each customer, according to its website. Qurable is a customer engagement platform with AI agents that decides the offer and the budget, applies them inside the payment and measures sales against a control group.
- 01
What the AI decides
- The message, the offer or the budget
- Against which business metric
- 02
Where it is applied
- In the channel or at purchase
- With measured latency
- 03
How it is measured
- Against a control group
- Every reward in the ledger
- 04
Who approves
- Rules in business terms
- An audit trail for every run
Latin America, live
Fuel, quick-service, retail, airline and payments programs already run on Qurable.
Shell Box, ON by Axion Energy, Mostaza's MostaClub, Grupo Dabra's TRIBU and SKY Plus, among others. Figures come from published cases.
- 550,000Monthly active usersON by Axion Energy
- +1MMembers in the first yearTRIBU, by Grupo Dabra
- 45 daysTo go liveTRIBU, by Grupo Dabra
- 3 countriesIn a single launchMostaClub: Argentina, Uruguay and Paraguay
Key takeaways
- This comparison uses only public data about Hightouch, with source and date.
- Hightouch decides the message in your channels; Qurable decides the offer and budget and applies them at purchase.
- At Qurable, every action is measured against a control group and recorded in a ledger.
The comparison
Two platforms with agents, two places where AI decides.
A side-by-side summary. Hightouch data comes from its website and press releases; sources are listed below the table.
| Hightouch | Qurable | |
|---|---|---|
| Origin and focus | San Francisco company that describes itself as "the enterprise agentic marketing platform." It started as a composable CDP and added AI Decisioning and agents, according to its website and 2025 announcement. | Customer engagement platform with AI agents, founded in 2022, with live programs in more than 6 markets |
| Presence in Latin America | Not published | Named clients in Argentina, Chile, Uruguay, Paraguay, Peru and Panama; sales, product and technical teams in the region |
| What the AI decides | The best message, offer, channel, creative, timing and frequency for each customer, including whether to send at all, using reinforcement learning (AI Decisioning), according to its website. | The strategy: which outcome to move (CLV, churn, CAC, frequency, ticket size or margin), with what budget and what expected return; then the offer for each purchase |
| Where it is applied | In marketing channels: email, SMS, push, in-app and ads, through any marketing tool, according to its website. Published latency: Not published. | At purchase: inside the payment authorization, in ~150 ms, at the POS, processor or checkout; and in journeys with AI Journey |
| Data | Reads data from the customer's data warehouse (Snowflake, Databricks, BigQuery, Redshift or Azure) and says it doesn't store it, according to its website. | One profile per customer with purchases from the store, the app and ecommerce; API, webhooks and MCP server |
| Agents | Agents with built-in marketing skills, connected to data, channels and creative, that build, launch and optimize campaigns; custom agents too. The first version (Nov. 2025) focused on planning, reporting and analytics, according to its website and announcement. | One expert agent per module (Customer Data, Loyalty, Engagement, Network, Insights and Ledger), coordinated by Qurable Autopilot; agent teams working in parallel; you create an agent by describing it |
| Campaigns | Lifecycle Studio (June 2026) builds email, SMS and push campaigns and syncs them to any ESP; Ad Studio generates ads, according to its announcement and website. | AI Journey builds journeys from a prompt, with human approval; Mini Apps turn a conversation into a reusable business tool |
| Measurement | Lift against a holdout group, with an attribution window and metrics the user defines, according to its website. | Every action against a control group; the return can be audited in a double-entry ledger |
| Offer budget | Not published | Your team approves the budget and caps; every reward delivered is recorded in the ledger |
| Approvals and governance | Fine-grained permissions, custom roles, in-app approval before changes go to production, and audit logs, according to its website. Approval specific to what agents do: Not published. | Every change arrives with its plan, risk and impact and is approved by a person or a published policy; rules by amount (for example, over USD 10,000 needs two approvers); agents never approve themselves; an audit trail for every run |
| Reporting for the team | Teams often start by asking questions in real time or automating weekly reporting, according to its Agents announcement. | Weekly Briefing every Monday: money at risk, misspent or left uncollected, plus three actions to approve |
| Security | SOC 2 Type 2 and ISO 27001, according to its website. | ISO 27001; any cloud, shared or dedicated cell; credentials encrypted per company |
| Named customers | Spotify, Warner Music Group, PetSmart, Domino’s, DoorDash, WHOOP and Chime, among others, according to its website. | Shell Box, ON by Axion Energy, Mostaza’s MostaClub, TRIBU, SKY Airline, Pomelo, Santander Peru, Banisi and CU Travel |
| Analysts | Leader in the 2025 Gartner Magic Quadrant for Customer Data Platforms (published January 2026), according to its press release. | No analyst evaluation yet |
Sources on Hightouch: Hightouch website, Agentic Marketing Platform (accessed 10/26/2026) · Hightouch website, Agents (accessed 10/26/2026) · Hightouch website, AI Decisioning (accessed 10/26/2026) · Hightouch website, security (accessed 10/26/2026) · Hightouch blog, Series C, 02/18/2025 (accessed 10/26/2026) · Hightouch press release on Agents, 11/12/2025 (accessed 10/26/2026) · Hightouch press release, Gartner Magic Quadrant for CDPs, 01/29/2026 (accessed 10/26/2026) · Hightouch press release on Lifecycle Studio, 06/24/2026 (accessed 10/26/2026)
Hightouch is a trademark of its owner. This comparison uses public information available as of October 26, 2026. “Not published” means we did not find the data in Hightouch's public sources. If something is out of date, write to us and we will correct it.
When each one fits
The choice depends on what you want the AI to decide.
Hightouch decides the message in your channels, starting from your data warehouse. Qurable decides the offer and the budget, applies them at purchase and measures incremental sales.
The offer belongs at purchase
You want the reward applied at the register, on the card or at checkout, in ~150 ms, not days later.
You want to decide the budget
Autopilot proposes a strategy with a budget and an expected return; your team approves the outcome, budget and caps.
Finance wants incremental sales
Every action is measured against a control group, and the return is recorded in a double-entry ledger.
Risk has to sign off on AI
Approval with business rules, roles, caps on AI spend and an audit trail for every run.
You want to start with a report
The Weekly Briefing arrives every Monday with the money at risk and three actions to approve.
You want a team in the region
Sales, product and technical teams in Latin America, in your language and time zone.
Your data lives in the warehouse
It reads from Snowflake, Databricks, BigQuery, Redshift or Azure without storing the data, according to its website.
Lifecycle and ads at scale
Lifecycle Studio for email, SMS and push, and Ad Studio for ads, according to its website.
1:1 decisioning in your channels
AI Decisioning picks message, offer, channel and timing per customer with reinforcement learning, according to its website.
Integrate with your stack
CRM, data warehouse, POS and ecommerce, without replacing what already works.
Ask for live cases
Named ones, in your industry and country, not just logos.
Measure against a control group
So you know how much more each action sold, not just how many messages went out.
By industry
Programs that already run on Qurable.
Named clients in every industry we serve, with the cases we have published.
Fuel retail
Shell Box and ON by Axion Energy
The Shell Box and ON by Axion Energy programs run on Qurable in Argentina.
- Result
- ON: 550,000 monthly active users.
Restaurants and QSR
Mostaza's MostaClub
A program launched in three countries at once, with the reward applied at the register.
- Markets
- Argentina, Uruguay and Paraguay.
Airlines
SKY Plus, by SKY Airline
Points, missions, three tiers and more than 70 partnerships on a single platform.
- Market
- Chile.
Banks and fintechs
Pomelo, Santander Peru and Banisi
Cashback and points decided inside the card authorization. At Pomelo, Qurable works as a white-label platform: clients always operate from Pomelo's console.
- Status
- Live.
Multi-brand retail
TRIBU, by Grupo Dabra
One program for Dexter, Moov and Stock Center, in store and online.
- Result
- More than 1 million members in the first year.
Travel rewards
Credit Union Travel
A white-label travel rewards platform for credit unions, built on Qurable.
- Market
- United States.
How to evaluate
Six questions for any platform with agents.
Use them to compare Qurable, Hightouch or any other customer engagement platform with AI agents in an RFP.
What does the agent decide?
The message, the offer or the budget, and against which business metric.
Who approves, and under what rules?
Amounts, number of approvers and what happens if nobody confirms.
How are incremental sales measured?
Against a control group, with the cost of every action in plain sight.
How much can the AI spend?
Caps per agent and per run, and what happens when it hits the limit.
What if an agent fails?
The sale and the payment should never be blocked.
Is every run logged?
Who launched it, what it read, what it proposed, who decided and what it cost.
AI agents and governance
AI your risk committee can sign off on.
At Qurable, nothing runs without approval from a person or from a policy your team published, within the limits your company sets. And every run is logged.
Approval with business rules
Every change arrives with its plan, risk and expected impact. Agents never approve themselves. For example, anything over USD 10,000 needs two approvers.
AI stays outside the payment
Only approved rules run in the transaction, in ~150 ms. If an agent fails, the payment goes through.
Roles and isolation
Owner, admin, operator and viewer. Full isolation between companies, and connections only to authorized destinations.
Caps on AI spend
Per company, per agent and per run. When an agent hits its cap, it stops and explains why.
Pause and test
Every agent is tested in a sandbox before production. Pause it any time and it picks up where it left off.
Every run, audited
Who launched it, what it read, what it proposed, who decided, what was applied and what it cost.
No orders from a document
External documents and data are read, but they never give an agent orders. Credentials are encrypted per company.
Your data, your policy
Any cloud, shared or dedicated cell, with ISO 27001. API and MCP server to connect your stack.
With Qurable Autopilot
Agents decide the offer. You see what it sold.
Qurable Autopilot reads your business metrics, proposes a strategy with a budget and an expected return, and your team approves it. It works with or without a loyalty program.
Driven by business metrics
CLV, churn, CAC, frequency, ticket size and margin. Your team approves the outcome to move, the budget and the caps.
Explore Qurable AutopilotOne expert agent per module
Customer Data, Loyalty, Engagement with AI Journey, Network, Insights and Ledger. Autopilot coordinates them.
Weekly Briefing, every Monday
Money at risk, misspent or left uncollected, plus three actions to approve.
A report that explains every number
Root cause by segment (tier, store, channel) and the source of every figure. AI explains your numbers; it doesn’t make them up.
The offer, at purchase
Inside the payment authorization, in ~150 ms, at the POS, processor or checkout.
Explore AI JourneyEvery reward in the ledger
Every action is measured against a control group, and the return is audited in a double-entry ledger.
Explore the Loyalty Ledger
Questions
What people ask about Qurable and Hightouch.
Short answers for marketing, technology, finance and risk teams.
Hightouch calls itself an agentic marketing platform: it reads data from the data warehouse and decides the message, offer, channel and timing for each customer across email, SMS, push and ads, according to its website. Qurable is a customer engagement platform with AI agents that decides the offer and the budget, applies them at purchase, inside the payment, in ~150 ms, and measures sales against a control group, with every dollar in a ledger.
It's the Hightouch product that uses reinforcement learning to pick the best message, offer, channel, creative, timing and frequency for each customer, and measures lift against a holdout group, according to its website.
It's Qurable's AI agent layer. It reads your business metrics, such as CLV, churn, CAC, frequency, ticket size and margin, and proposes a strategy with a budget and an expected return. Your team approves it and the agents carry it out within policy. It works with or without a loyalty program.
They don't set the strategy. Your team approves the outcome to move, the budget and the caps. Every change arrives with its plan, risk and expected impact, agents never approve themselves, and rules are written in business terms, for example: anything over USD 10,000 needs two approvers.
Every action is tested against a control group: part of the audience doesn't get it, and the difference is the incremental sales. The return can be audited in a double-entry ledger.
The payment goes through. AI works outside the transaction: only approved rules run at payment, in ~150 ms.
Its public sources don't detail offices, a team or named customers in Latin America. Qurable has live programs in more than 6 markets, with clients such as Shell Box, Mostaza’s MostaClub, SKY Airline and Santander Peru.
Not necessarily. Hightouch can keep activating your warehouse data in your channels. Qurable sends and receives data through its API, webhooks and MCP server, and adds what happens at purchase: the offer applied at payment and sales measured against a control group.
No. Qurable works with your sales and customer data from the POS, app, ecommerce or CRM, and builds one profile per customer.
A report that arrives every Monday with the money at risk, misspent or left uncollected, plus three actions to approve. Every number comes with its source and the root cause by segment, such as tier, store or channel.
Last reviewed
Further reading
Keep reading before you choose a platform.
How Qurable's agents work and how to measure what they do.
- ModuleQurable Autopilot
AI agents that propose a strategy with a budget and run it against a control group.
- ModuleAI Journey
Each customer's reward, decided inside the payment in ~150 ms.
- ResourceMeasure results
How to measure incremental sales against a control group.
- ResourceQurable vs Braze
The comparison with another engagement platform with AI agents.
Compare against your case.
In a 45-minute technical session we show how Qurable Autopilot proposes, runs and measures a strategy with your metrics.