Mobify Buys Pathful To Hone Mobile Shopping Pitches

Exclusive: Mobify buys Pathful to convert lookie-lous into buyers.

Mobify, a startup which aims to help retailers attract and retain customers both online and in the brick-and-mortar world, has bought Pathful, a small artificial intelligence (AI) specialist. Terms were not disclosed.

Both companies are based in Vancouver, British Columbia—so there’s a geographic fit—but aside from that, Pathful will bring more machine learning or AI smarts to Mobify. In theory, that will help it offer more tailored (and thus useful, and hopefully not annoying) offers to would-be shoppers based on what it knows about their tastes, interests, and past actions.