Iterable, the AI-powered communication platform, today unveiled Iterable Nova at its flagship conference, Activate Summit 2025. Nova is a groundbreaking, agent-based system that will act as a built-in advisor, delivering prescriptive recommendations, translating complex data into clear insights, and adapting to business goals in real-time. Users will interact with Nova in a dialogue-driven, real-time experience to surface insights, ask questions, and explore performance—from campaign KPIs to audience benchmarks—without digging into dashboards. Instead of configuring every detail, marketers will define a desired goal—like increasing purchases or reducing churn—and Nova dynamically orchestrates the steps to get there.

"The gap between how consumers engage and how marketers operate has never been wider. The traditional campaign-centric model forces brands into rigid calendars and batch workflows that fail to meet customers in their moments of need," said Andrew Boni, CEO and co-founder of Iterable. "Today, we're changing that reality with our Nova announcement. We will empower marketers to break free from the traditional marketing model and step into a new era of real-time, one-to-one engagement—powered by AI, grounded in data, and built for how today's consumers behave. Nova won’t be just an upgrade to our platform—it will be a reinvention of what marketing can be."

Unlike legacy platforms retrofitting AI into outdated systems, Iterable was purpose-built to unlock the full potential of AI-powered marketing. Iterable Nova will leverage Iterable's flexible data model, real-time infrastructure, and cross-channel foundation to deliver more predictive, accurate, and effective decisions. With transparent, explainable AI that's customized to a brand’s voice and priorities, plus full visibility across the customer journey, Iterable will offer what others can't—a cloud-native architecture designed from the ground up for intelligent automation that truly performs.

The Iterable Nova Advantage: The AI Agent-Powered Experience that Transforms Marketing

Purpose-built for performance, Nova will empower marketers to drive results in real-time and turn every moment into measurable impact. With Nova, marketers will:

Accelerate Results: Nova will transform marketing goals into automated, revenue-driving action. Simply identify a goal, like boosting repeat purchases by 15%, and Nova will do the rest: analyzing data, identifying key segments, and launching optimized, multi-channel campaigns. What used to take days now happens in minutes—with no manual lift.

Stay on Track and Ahead of the Curve: Nova will keep marketing programs aligned to business objectives—proactively, intelligently, and without disruption. It will continuously monitor performance and system health, flags risks before they escalate, and recommends real-time adjustments to stay on course.

Scale Smarter: Nova will build and deploy personalized journeys across email, SMS, and in-app—tailored by user, optimized by channel, and delivered at the perfect time.

Improve Performance and Execution: Nova will drive smarter decisions, faster. It will automate next-best actions based on real-time experiments, predictive signals, and defined outcomes. More than a recommendation engine, Nova will act as a co-strategist—learning and optimizing every decision, journey, and outcome to fuel sustained growth.

New Platform Capabilities Also Debuted at Activate

Alongside Nova, Iterable unveiled several platform enhancements to accelerate marketing performance:

• Marketers can now identify and message valuable anonymous users with Unknown User Activation, without technical team assistance.
• The new Integrations Hub provides centralized access to integrations across advertising, analytics, templating, reporting and more.
• Tap into your business data with Catalog in Journeys & Segmentation to unlock new capabilities for your marketing campaigns.
• The new SMS Compliance Toolkit ensures regulatory adherence, and WhatsApp brings messaging capabilities to new channels.
• Journey Path Preview allows teams to visualize user flow before launch, with options to skip specific actions.
• Segmentation Assist leverages AI to translate plain English descriptions into targeted audience segments, eliminating the need for manual configuration.

Visit www.iterable.com/whatsnew to explore the full set of new capabilities, request a demo, and discover how AI-powered marketing can transform your customer engagement strategy.

About Iterable

Iterable is the AI-powered communication platform that organizations trust to build deeper customer relationships through personalized, real-time engagement. With Iterable, leading brands like Priceline, Fabletics, Blockchain, and GitLab deliver seamless cross-channel experiences by turning data into action and continuously optimizing for maximum impact. Because the future of marketing isn’t about sending more campaigns—it’s about creating moments that matter. Learn more at www.iterable.com.

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Iterable Nova won't be just an upgrade to the Iterable platform—it will be a reinvention of what marketing can be.