Synerise isn't slowing down. On July 10, we hosted our third Partner Meetup of 2026, welcoming international partners to Cracow for a full day of product workshops, live demonstrations and knowledge sharing.
This time we hosted: Cultura Interactiva, Maxima Consulting, Inova Flow, Artefacto, Multiplica, Attomy and Hyper Effekt.
The day began with Synerise's vision for Agentic AI and the idea that AI agents are only as smart as the context they can access. That perspective set the tone for everything that followed. Across six sessions, partners explored how this vision translates into products, customer experiences and real-world use cases — including an award-winning project — alongside new AI-powered capabilities and practical applications of Behavioral AI in engagement, loyalty and content management.
Product Vision and Agentic AI
The opening session introduced Synerise's vision of a context system — an architecture where AI agents operate on behavioral data, real-time customer activity and business knowledge accumulated across the platform.
The presentation challenged a common assumption in today's AI landscape: if everyone has access to the same intelligence, competitive advantage comes from the context behind it. While generic agents rely solely on prompts, Synerise-powered agents can access first-party behavioral data, recommendations, predictions and customer history in real time, enabling them to deliver actions and decisions tailored to each individual customer.
"The difference is not the model. It is the behavioral context behind every response."
— Michał Pastuszak, Head of Product, Synerise
Partners were also introduced to MCP, which allows agents to access Synerise capabilities through a shared context layer, as well as Synerise Agent and the growing ecosystem of AI Skills. The session included demonstrations of agent-assisted workflow creation and a preview of upcoming capabilities across analytics, automation, recommendations, search and documentation.
The presentation also highlighted a key distinction behind Synerise Shopping Assistant: unlike other AI virtual assistants, which are still "chatbots in disguise" providing generic responses, it can act on real behavioral context, customer preferences and predictions, enabling proactive engagement rather than reactive conversations.
AI Shopping Assistant
If the opening session explained why context matters, the Shopping Assistant demo showed what that means in practice.
The session focused on a live demonstration of AI Shopping Assistant, showcasing how businesses can design an assistant aligned with their brand, define its persona and control how it interacts with customers. Beyond product discovery, the assistant can support service-related requests such as order tracking, returns or loyalty inquiries, while drawing on information from multiple sources, including product catalogs, Brickworks content and external systems.
Lucky Fan Index
The session showcased Lucky Fan Index — an award-winning project created together with Wisła Kraków and VML that turned one of football's oldest superstitions into a measurable fan experience. By combining behavioral data with real-world match events, the solution calculated a personalized luck score for every supporter, demonstrating how data can power engagement far beyond traditional loyalty programs. The project recently received international recognition at Cannes Lions, becoming a powerful example of how Behavioral AI can transform human behavior into something measurable, personal and meaningful.
Wallet Passes & WhatsApp
We explored new ways of reaching customers beyond traditional digital channels. The first part focused on Wallet Passes for Apple Wallet and Google Wallet, showing how brands can deliver loyalty cards, vouchers and personalized content directly to customers' mobile devices. During a live demonstration, participants scanned a QR code and instantly added a pass to their own phones, experiencing firsthand how wallet-based engagement works in practice. The presentation also highlighted real-time updates and personalization capabilities, allowing brands to keep wallet passes relevant long after they have been added to a customer's device.
The second part of the session introduced Synerise's expanding WhatsApp capabilities, including personalized communication, automation workflows and future integrations with AI Shopping Assistant, bringing behavioral intelligence into one of the world's most widely used messaging channels.
Loyalty & Personalization
Building an effective loyalty program starts long before points are collected or rewards are redeemed. The session focused on the foundations of effective loyalty programs, from designing reward structures and customer journeys to creating engaging experiences that encourage long-term participation. A variety of gamification concepts were presented, illustrating how brands can make loyalty initiatives more interactive and motivating for customers.
Partners also saw how dedicated Claude Skills can support both customer-facing and consulting activities — helping teams assess customer needs, identify opportunities, and accelerate the design and development of loyalty programs through AI-assisted analysis and recommendations.
Brickworks
Closing the workshop, Brickworks took center stage. Currently available in Public Preview, Synerise's behavioral content layer is designed to help brands build, manage and personalize digital experiences from a single source of truth. Partners were introduced to the core concepts behind the platform before moving to a practical example showing how complex campaigns can be assembled from reusable content components and managed through a unified schema.
The presentation concluded with a demonstration of the Brickworks MCP Agent, showcasing how AI can support content operations by assisting with schema creation and accelerating the implementation of new experiences.
The Bigger Picture
While the topics ranged from Agentic AI and Shopping Assistant to loyalty, Wallet Passes and Brickworks, a common thread connected every session: intelligence becomes significantly more valuable when combined with context, execution and customer understanding. Rather than presenting standalone products, the workshop showcased different parts of a broader ecosystem designed to help organizations build more relevant and effective customer experiences.
A tour of Synerise Arena and Wisła Kraków's stadium offered a welcome break between sessions. Beyond the technology itself, it was also a reminder that the most ambitious goals are rarely achieved alone. Just as success on the pitch depends on coordination, communication and a shared strategy, meaningful innovation is built through collaboration, knowledge sharing and the exchange of ideas between teams and partners.
Thank you to all partners who joined us in Cracow. We look forward to continuing the conversation and building the next generation of customer experiences together.
