Iterable Unveils Iterable Nova™ A New AI Agent to Power Moments-Based Marketing

Iterable, the AI-powered communication platform, 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.

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

“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 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Unlike legacy platforms retrofitting AI into outdated systems, Iterable was purpose-built to unlock the full potential of AI-powered marketing.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.

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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.

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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.