Mazda Motors UK has announced a new strategic partnership with ELLA to deploy its optimAIze® AI platform, enhancing how the brand engages and converts early customer interest ahead of key vehicle launches.

The initiative marks a shift in how Mazda UK manages its “Keep Me Informed” (KMI) audience — thousands of early hand-raisers for upcoming models including the all-new Mazda 6e, CX‑5 and CX‑6e — using AI to proactively engage customers, identify buying signals, and deliver higher-quality opportunities to its dealer network.

Powered by optimAIze® engage (Written AI Agents), the programme enables scalable, personalised communication via email and SMS, qualifying customers based on real-time intent signals such as test drive requests, quotes and part-exchange activity. Only those customers demonstrating clear interest are routed back to Mazda’s retailer network as prioritised dealer contact opportunities.

This new AI-driven approach replaces the traditional process of distributing all early leads to retailers, ensuring dealers receive more engaged, better-qualified prospects, while improving the overall customer experience through timely, relevant communication.

The deployment also includes intelligent follow-up, ensuring customers who request dealer contact are supported throughout the process, while providing retailers with valuable conversation context to improve conversion outcomes.

James Crouch, Marketing Director, Mazda UK, commented:

“Mazda’s approach to using AI to better qualify and prioritise early customer interest represents a significant step forward for the retail network. Providing clearer insight into customer intent earlier, allows the network to focus and engage where it will have the greatest impact – creating more meaningful conversations, improving efficiency, and ultimately delivering a better Mazda customer experience.”

Andy Freeman, Chief Product Officer at ELLA Digital, added:

“This partnership with Mazda UK highlights the growing importance of AI at OEM level to improve both customer experience and retailer performance. By engaging earlier in the journey and identifying real buying signals, we’re helping Mazda deliver higher-quality opportunities to its network, at scale.”

Following initial deployment, Mazda UK and ELLA will continue to evaluate performance, with scope to expand into additional use cases and channels as part of a longer-term AI-enabled customer engagement strategy.