Case Study: Deutsche Telekom (Telekom Romania) achieves 65% higher CTR with MoEngage’s Merlin GenAI

Telekom Romania, a Deutsche Telekom Subsidiary, Improves Campaign CTR by a Staggering 65% with Merlin GenAI

Telekom Romania, a Deutsche Telekom subsidiary serving more than 4 million users, faced the ongoing challenge of driving prepaid activations with personalized, on-brand copy at scale while spending significant time on manual A/B testing and copywriting. To address this, Telekom Romania engaged MoEngage and adopted its Merlin AI for Copywriting along with MoEngage’s A/B testing, segmentation, in‑app messaging, push notifications, and analytics tools.

MoEngage’s Merlin AI used past campaign data to generate data-driven, brand-aligned copy and optimize messaging, which after one month lifted click‑through rates for prepaid activation campaigns by 65% and saved about 15 billable hours per month on manual copywriting; Telekom Romania is now expanding Merlin’s use across other marketing efforts.

Deutsche Telekom

George Enache

Digital Product Owner