Thanx, a leading restaurant guest engagement and retention platform, has announced the launch of ThanxAI, a suite of artificial intelligence agents designed to reshape restaurant marketing. These AI agents are capable of autonomous decision-making and executing complex, multi-step strategies with minimal human input.
Unlike tools that simply generate content or visualise data, agentic AI represents a new stage of artificial intelligence. ThanxAI works like a virtual employee, helping restaurant teams manage workflows that previously required significant manual effort.
“Outside of limited robotics applications, to date, AI has been more buzz and less real impact for the restaurant industry. AI agents, however, will change that,” said Zach Goldstein, CEO and Founder of Thanx. He explained how future agents could connect back-of-house inventory with loyalty systems, automatically creating promotions based on expiring ingredients, targeting customers, and adjusting costs with little effort from marketing teams.
ThanxAI will roll out to customers in phases beginning this month. The first set of agents will focus on building complex and highly personalised customer segments using natural language prompts. Marketers can choose from over 200 attributes and access full transparency through sample profiles and detailed code-based queries.
Thanx also launched its Model Context Protocol, which lets developers integrate with Thanx APIs through natural language tools. “Given the criticality of customer data for the restaurant industry, we are opening up our platform through MCP to enable a new generation of intelligent restaurant tools,” said Darren Cheng, Chief Technology Officer of Thanx.
The company has outlined a roadmap that includes three key layers. The Operator Layer, starting in late 2025, will automate repetitive tasks such as rewards set-up and campaign management. The Knowledge Layer, expected in early 2026, will give agents access to operational insights across tech stacks and historical data from billions of purchases. The Orchestration Layer will follow, enabling different AI systems to collaborate across areas like inventory, pricing, reservations, and loyalty.
ThanxAI is positioned as a tool to augment, not replace, human expertise. “Our agents do not just follow instructions; they understand business objectives and can autonomously create strategies that usually require a team of specialists,” said Aaron Newton, Chief Data Officer at Thanx.
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