HCLSoftware has unveiled HCL Unica+, its next-generation MarTech platform designed for what it terms the “intelligence economy” – a new marketing paradigm focused on trust, insight, and meaningful engagement. The launch marks a significant evolution in the Unica suite, bringing advanced AI capabilities to the forefront of B2B marketing technology.
Rejecting the volume-driven tactics of the attention economy, Unica+ has been reimagined to help marketers cut through the noise of saturated digital environments by delivering value-led, data-informed, and deeply contextual experiences.
“The bridge to trust is the intelligence economy, which we believe is the future of marketing and the philosophy by which HCL Unica+ was created,” said Raj Iyer, Executive Vice President and Portfolio Manager at HCLSoftware. “Whereas digital experiences are often generic and irrelevant, brands can use the power of intent to deliver memorable experiences that build trust and strengthen relationships.”
HCLSoftware: from clicks to context
Rather than simply chasing impressions, Unica+ is built to interpret digital body language—micro-signals of behaviour across platforms—and translate these into intent-driven marketing actions. As customer expectations for relevance and utility rise, HCLSoftware positions its platform as a tool to meet this challenge head-on, with AI as its backbone.
Constellation Research’s VP & Principal Analyst Liz Miller praised the platform’s approach, stating: “The age of random applications of AI, automation and data is over. CMOs and their teams deserve marketing technologies that deliver context and understanding of both the customer and the business.”
Key features of HCL Unica+
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Autonomous AI Agents: Including segmentation, content optimisation and performance insights agents, designed to automate personalisation and decision-making with real-time precision.
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MaxAI Workbench and Assistant: Tools that allow marketers to build custom AI models and get always-on support to refine and execute campaigns.
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Digital Body Language: Advanced behavioural tracking to accurately infer customer intent and guide proactive engagement.
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Real-Time Personalisation: Continuous learning and dynamic messaging that evolves with each customer interaction.
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Customer One View: A unified profile system that integrates all customer data for real-time activation and segmentation.
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Built-in Privacy and Responsibility: AI systems that operate within predefined ethical guardrails to ensure safety, compliance and trustworthiness.
According to HCL, early adopters are already reporting improvements in campaign execution and customer engagement. “With HCL Unica+, we’re entering a new era – one that enhances marketers’ capabilities thanks to AI, all at the service of our customers’ satisfaction,” said Thomas Ricoux, Head of Marketing, Digital, and Customer Relationships at Macif. “The change in UX/UI enables marketing teams to focus on the performance of their campaigns, with a global and efficient vision.”
With this release, HCLSoftware aims to set a new standard in marketing technology – moving away from fragmented martech stacks and toward integrated, AI-powered platforms that deliver clarity, speed, and measurable value in every customer interaction.
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