| We're in the thick of Love Island season, which—if you don't watch—generally means Brits in bikinis crowing, "I got a text!" Consumers, too, might have noticed an influx of messages on their mobiles. According to Attentive CEO Amit Jhawar, brands are increasingly on the other end of the line, and they could have a lot to gain from it. Jhawar recently spoke to Tech Brew about how the digital marketing platform helps retailers integrate SMS—or short message service—communications into their campaigns and how it's leveraging artificial intelligence to deliver a highly tailored shopping experience. This interview has been lightly edited for length and clarity. For starters, can you tell us a little bit about what Attentive does and where it fits into the communications landscape? Attentive is a mobile marketing platform that focuses on personalizing messages between brands and their consumers. And ultimately…we want to deliver bespoke shopping experiences. If you think about going to a website today, [we] can all go to the same website. And we'll get the exact same experience regardless of what we're each interested in. As more shoppers move to mobile—and you want to reach shoppers where they're spending their time on their mobile devices—you're seeing a lot more behavior where these consumers are distracted. And hitting these consumers with SMS messages that have the right content for the categories that they're most interested in, the brands they care about, results in a much better experience, both for the consumer and the brand. Can you give some examples of brands that are doing this? Customers like Reebok, Tecovas, the Milwaukee Bucks, Boston Proper, all these brands are the brands that use Attentive, and then people like Crate & Barrel, Michaels, Chico's, are all using different versions of the technology. Keep reading here.—KG | 
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