Publifyer, developed by Just Media Group, is an influencer and creator marketing platform serving primarily the Latin American market.
The platform connects brands with content creators for advertising campaigns. Brands publish campaigns, creators apply to participate, and creators monetize their social channels through shared links.
Communication is an important part of that relationship. Once a brand and creator are connected through a campaign, they need a way to discuss the campaign and respond to questions without moving the conversation to another platform.
The challenge: brand-creator conversations aren't one-size-fits-all
Publifyer needed to add messaging to its platform, but the requirement went beyond simply giving users a chat window.
Conversations between brands and creators can cover different campaigns, questions, and topics. Publifyer wanted responses to be context-aware, with the ability to determine what should happen based on the subject of the conversation.
That created a second requirement: Publifyer wanted to retain control over the logic behind automated responses. The platform needed the flexibility to connect conversations to its own backend and potentially external AI models rather than being locked into a fixed response system.
The messaging layer therefore needed to support:
Brand-to-creator communication inside the platform
Context-aware automated responses based on the conversation
External AI integrations, with Publifyer controlling the underlying logic
A path to AI agents as its conversational use cases mature
Long-term message history beyond the default six-month retention period
The solution: a messaging layer that Publifyer can build on
Publifyer chose CometChat as the communication layer for its platform.
The key was keeping the messaging infrastructure separate from the intelligence behind the conversation. CometChat handles the communication experience, while Publifyer can connect its own backend logic and external AI services to determine how automated responses should work.
This means Publifyer does not need to build the underlying messaging infrastructure to experiment with more sophisticated conversations. It can use CometChat's APIs while retaining control over what happens inside those conversations.
For use cases that require a more managed AI experience, Publifyer can also explore CometChat's AI Agent capabilities.
Keeping conversations available beyond six months
The conversation itself is also part of the campaign workflow.
For Publifyer, retaining message history for longer than the standard six-month period was important. Campaign-related conversations can remain useful after the immediate interaction, so the messaging layer needed to support extended retention.
CometChat provides an extended retention option, allowing Publifyer to keep conversations available for longer without having to build a separate messaging archive.
The impact
With CometChat, Publifyer has a messaging foundation that can support both the current brand-creator communication workflow and the more intelligent conversations it wants to build over time
Communication stays inside the platform: Brands and creators can discuss campaigns without moving to an external messaging tool.
Publifyer controls the conversation logic: Its own backend can determine how automated responses should behave.
AI can be added to existing conversations: Publifyer can connect external AI models or explore CometChat's AI Agent capabilities as its requirements evolve.
Context can drive responses: The messaging architecture supports automated responses that vary according to the topic or conversation.
Conversations can persist longer: Extended retention keeps campaign communication available beyond the standard six-month period.
Messaging infrastructure does not have to be built from scratch: Publifyer can focus on its influencer workflow and conversational logic while CometChat provides the underlying communication layer.
For Publifyer, adding chat is not simply about giving brands and creators another way to send messages. It creates a communication layer that can understand the context of a campaign, connect to Publifyer's own systems, and evolve toward more intelligent, AI-assisted interactions.
