9.11.2025
THANKSThe main platform for engagement and retention of the guests of the restaurant, announced today the launch of Thanxai, a family of agent artificial intelligence tools designed to revolutionize the marketing of restaurants by deploying agents capable of making autonomous decisions and a complex execution of tasks in several stages.
Unlike AI tools which generate content such as e -mail copy and images or interpret and visual data, the AI agent represents the next border of artificial intelligence – autonomous systems that may think, plan and execute sophisticated strategies with minimum human intervention. Thanxai operates as a virtual employee, working alongside catering teams to manage complex workflows that previously required an in -depth manual effort.
“Apart from limited robotics applications, to date, AI has been more buzz and a less real impact for the catering industry. AI agents, however, will change this, “said Zach Goldstein, CEO and founder of Thanx. “In the near future, your inventory agent from the back of the house will know that a surplus of strawberries will soon expire and communicate this to your home loyalty agent. Automatically adjust the promotion cost structure to take into account the expired inventory.
Thanxai will be deployed on customers in waves from this month. The first of many specialized agents will create segments of complex, multi-variated and highly personalized customers for targeted marketing based on simple invites in natural language. The tool can use any combination of more than 200 attributes of Thans target customers (and infinite data specific to the brand) to make the fidelity segmentation simpler and more precise than ever. Thansai provides transparency and complete control for the human marketing specialist, offering examples of consumption profiles that enter the segment, as well as the detailed request based on the Thanx background of Thanx.
THE Thanx model context protocol Released today, allows developers to integrate into Thanx APIs through natural language interactions and LLM agents, such as Claude Code and Openai Codex.
“Several of Thanx recent integrations have been massively accelerated using AI tools; Square Earlier this year, “said Darren Cheng, director of Thanx technology,” given the criticality of customer data for the catering industry, we will follow our platform via MCP to allow a new generation of intelligent catering tools that can work together to create experiences that were previously impossible to imagine, and even less to execute. “”
These outings are only the start of an AI, Complete roadmap from Thanx:
The operator layer (start -up of Q4 2025): Specialized agents that eliminate repetitive marketing tasks – starting with the creation of segments and expansion to include additional tasks such as rewards, security management and campaigns.
The knowledge layer (start -up of Q1 2026): Thanxai agents will have access to detailed operational knowledge on the integrated technological battery of each restaurant outside Thanx, as well as historical ideas derived from billions of dollars in digital purchases and millions of marketing and promotional campaigns launched by restaurants in Thanx. These expert directives will allow marketing specialists to interact simultaneously with several Thanxai agents, simply by indicating wide commercial objectives which can be immediately translated into autonomous action.
The orchestration layer (future): An ecosystem where specialized AI systems collaborate transparently – Marketing agents coordinating with stock management, reservations data influencing pricing strategies and loyalty information fueling integrated experiences of the inter -channel.
AIATIC AI: Increase human expertise, without replacing it
Today’s restaurant marketing specialists are confronted with a critical challenge: they understand what exceptional marketing looks like – personalized campaigns and focused on data deployed by major channels with extensive resources – but do not have the tools and time to execute at this level. Instead, their days are consumed by manual tasks, such as the creation of customer segments, the configuration of the campaigns and the generation of reports. When marketing is so expensive to execute, brands tend to be lacking in broader generic promotions, which costs many more discounts.
The agentic AI fully modifies this paradigm. Rather than simply automating individual tasks, AI agents can orchestrate complete marketing strategies, making intelligent decisions based on real -time data, historical performance and predictive modeling. These agents can identify opportunity windows, develop personalized messages, optimize timing and execute campaigns – while learning and improving each interaction.
“Our agents not only follow the instructions; They include the commercial objectives of catering and can develop and execute marketing strategies independently that would generally require a team of specialists, “said Aaron Newton, Data Director of Thanx. “Now Thanxai can manage long tasks that keep talented marketing specialists stuck in execution mode.
In the coming years, restaurants that deploy an agency AI will see significant competitive advantages while the costs of the Marge and Support Center are faced with an increasing pressure:
- Speed and scale: Restaurant brands can run complete and personalized marketing strategies at unprecedented speed, going from a handful of large promotions to sophisticated campaigns specific to the segment in all their customers.
- Strategic intelligence: AI agents operate information from thousands of successful campaigns through the Thanx network, offering restaurants based on data that would be impossible to develop independently.
- Operational efficiency: By automating complex work flows, restaurants can carry out marketing sophistication at the company level without extending their teams or operational general costs.
- Market responsiveness: Agents can identify and respond to real -time market opportunities, adjusting campaigns according to weather conditions, local events, actions of competitors or trends in emerging consumers.
