Iterable announced Nova Agent, an AI agent built to act on customer behavior in real time, alongside a new wave of AI capabilities that enable marketers to optimize campaigns, activate high-value audiences, and drive stronger performance across every channel. AI is changing how people discover, evaluate, and engage with brands, making their behavior more dynamic, immediate, and harder than ever to anticipate.
Quick Intel
Nova Agent orchestrates AI agents to build, audit, personalize, and optimize marketing in real time.
Iterable Command Center provides centralized campaign, goal, and performance view.
Unknown User Activation identifies high-intent anonymous visitors before conversion.
Google Ads integration syncs audiences in real time to reduce wasted spend.
SMS Compliance Toolkit and stored message retention for governance.
Priceline and Joybird cited as early customers.
Most marketing teams are still operating with workflows built for a different era, where campaigns are planned months in advance, customer journeys follow predictable paths, and data is analyzed after the fact rather than in the moment. That disconnect is widening the gap between what customers expect and what most brands can deliver. Nova Agent works to close that gap, enabling a more efficient way of operating by orchestrating AI agents to build, audit, personalize, and optimize marketing in real time so teams can ship more experiments and improvements without adding headcount.
Paired with capabilities like Iterable's Unknown User Activation and Google Ads integration, it helps marketers capture more value from existing traffic, engage high-intent users at the right moment, and reduce wasted spend. The result is a more disciplined, goal-driven marketing engine that scales relevance, improves conversion, and drives growth through better efficiency and smarter use of budget.
Iterable's Nova Agent is powered by a full suite of new AI capabilities that operate as one unified system for reading customer signals, deciding what should happen next, and activating it across every channel. Together, they give marketers the control to react instantly, optimize continuously, and drive measurable growth with far greater efficiency.
These new capabilities include:
Iterable Command Center: A new centralized view of campaigns, goals, and performance for faster optimization.
Nova Agent and AI capability suite: Context-aware, goal-driven AI that automatically builds campaigns, audits messages, runs experiments, and delivers deeply personalized engagement to drive relevance at scale.
Unknown User Activation: Identify and engage high-intent anonymous visitors before they convert.
Google Ads integration: Sync audiences in real time to reduce wasted spend and align paid and owned channels.
Compliance and governance tools: SMS Compliance Toolkit and stored message retention to protect deliverability and provide audit-ready records.
As Priya Gill, chief marketing officer at Iterable, stated: "Marketing teams can't keep up with today's customer behavior using yesterday's workflows. Success in this new landscape starts with a shift to real-time decisioning—where every signal can be acted on immediately, and every interaction evolves with the customer. Iterable's latest innovations deliver a true advantage in speed and intelligence—and a much-needed upgrade in how teams execute, learn, and grow."
Yvette Rojas, email marketing manager at Joybird, an Iterable customer, said: "What excites me most about Nova Agent is how it simplifies the path from data to action. Having a unified AI engine to help with campaign setup and content optimization means we will be able to move much quicker, from testing a new strategy to fully optimizing our customer journeys."
Justin LeBlanc, senior director of customer retention and loyalty at Priceline, an Iterable customer, added: "What's most valuable to us about Nova Agent is its ability to handle the manual heavy lifting of campaign execution and analysis, from building onboarding journeys to uncovering performance insights that help us constantly iterate. By offloading these steps to a coordinated AI layer, we can move much faster from insight to execution and stay focused on driving high engagement."
With Iterable's new AI capabilities, marketers gain a unified system that connects insight, decisioning, and activation across every channel, so they can move faster, stay consistently relevant, and maintain personalization even as they scale. Together, these innovations bridge the gap between what customers expect and what brands deliver, turning relevance from a fleeting advantage into a durable, compounding engine of growth.
About Iterable
Iterable is the AI customer engagement platform built for enterprise scale, loved by teams, and trusted by global brands like Priceline, Fabletics, Blockchain, and Box. It transforms data into action, powering intelligent, personalized experiences across every channel to drive measurable growth. Iterable gives teams the speed to move, the governance to stay in control, and the flexibility to continuously optimize performance at scale. With Iterable, customer engagement isn't just a tactic—it's a growth engine.
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