Telefónica plans to help brands improve their marketing strategies with a new AI-powered mobile app notification platform.

The solution uses patented Smart Notifications technology that enables advertisers to find the best time for a push notification based on an individual user’s receptiveness to it.

Receptiveness is assessed using data such as when they last had a call or text, the time of day and how much they are using their phone.

The technology springs from Telefónica’s in-house data science programme in Barcelona, which produced an award-winning algorithm capable of detecting human boredom through analysing a person’s mobile activity.

The analysis is completed on the smartphone itself, meaning that no sensitive user data is collected or kept by the operator’s servers.

It is aimed at organisations across verticals including retail, fashion, e-commerce, gaming, social media and entertainment industries, the Spain-based operator said.

The capability will also be offered both directly to developers through a downloadable SDK and integrated with a push notification solution from mobile marketing company Swrve.

David del Val, Director of Product Innovation at Telefónica said: “Brands need to become more relevant to capture the attention of its customers, and customers are hoping to receive less useless interruptions.

“Smart Notifications solves both issues by helping brands contact their customers at the right time, when the message is welcomed.”

Swrve CEO Christopher Dean added: “By using Smart Notifications alongside the full sophistication of Swrve’s interaction engine, new levels of engagement, loyalty and revenue are possible for enterprise organisations.”

Read more: Telefónica taps Tutela for mobile network data insights

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