Decile launches AI assistant eCommerce analytics MCP

Decile has launched an eCommerce analytics and activation MCP for AI assistants including Claude and ChatGPT, giving marketers direct access to customer intelligence functions inside AI workflows.

The product is designed to let marketing teams query customer data in natural language and create audience segments without switching between separate dashboards and campaign tools. Users can ask questions about customer value, personas and demographics, then save segments for use on connected advertising and marketing platforms within the same conversation.

MCP, or Model Context Protocol, has emerged as a way for AI applications to connect with external software tools and data sources. In practice, users can stay within a conversational interface while accessing information and actions from business systems that would otherwise sit behind separate applications.

For Decile, the launch is an attempt to bring eCommerce analytics into the AI environments that many office workers increasingly use as a front end for software tasks. The company focuses on customer intelligence for eCommerce brands and says its system enriches first-party data with information such as purchase history, lifetime value and demographics.

Cary Lawrence, Chief Executive Officer at Decile, said the change reflects a broader shift in how business software is used.

"This milestone marks where the industry is headed. We believe that the next generation of business intelligence, analysis and marketing activation will not happen in standalone dashboards or vertical analytics suites; it will happen inside agentic workspaces. Modern brands want their analytics and marketing tools consolidated into the surface they're already working in," said Cary Lawrence, Chief Executive Officer, Decile.

One of the main issues Decile says it is addressing is the limited usefulness of general AI tools when they do not have secure access to a company's own data. By connecting AI assistants to a brand's customer records and Decile's analysis tools, the company argues that answers can be tied more closely to business context rather than broad, web-trained responses.

That approach reflects a wider trend in enterprise software, as suppliers seek to expose existing functions through AI assistants as well as their own interfaces. As more software groups add MCP support, the value of an assistant may depend less on the base model alone and more on the quality of the systems and data it can access.

Brian Neumann, Senior Vice President of Engineering at Decile, said standardized access is central to that effort.

"Enterprise AI becomes far more useful when models can securely access the data, business logic and capabilities specific to an organization," said Brian Neumann, Senior Vice President of Engineering, Decile.

"MCP gives us a standardized way to make Decile's customer intelligence available inside AI environments while keeping responses grounded in trusted, brand-specific data. Users can ask questions in natural language, analyze their customer data and take action within the same workflow, while Decile handles the underlying analytics and audience creation," Neumann said.

How it works

Marketers can use the system to ask questions such as which customer personas are most valuable to a brand or to generate a segment based on traits like age, gender and home ownership. The same conversation can then be used to create and store that audience for later use in campaigns.

The tool is available through the Anthropic Connectors Directory, ChatGPT and other AI clients that support MCP. That gives Decile access to a growing ecosystem of assistant-based interfaces rather than tying the product to a single model provider.

Market shift

The launch also underlines how software companies are adapting to a market in which AI assistants are becoming an entry point for work that previously required specialist applications. For marketers, the appeal is the prospect of moving from analysis to audience creation in one place. For software providers, the challenge is making their products work both in their own environments and through external AI systems.

Decile says its MCP is grounded in a brand's own enriched first-party customer data, including purchase history, lifetime value, demographics and other eCommerce insights, rather than relying on the limited context of general-purpose AI tools.