Iterable Gives Marketing Tech a Memory, Connecting Every Customer Interaction to the Next

Fall Product Release introduces native RCS, Nova Conversations, Integrations Hub, and new Agents that connect customer data, conversations, and intelligence in one continuous learning loop

SAN FRANCISCO--(BUSINESS WIRE)--Iterable, the AI customer engagement platform, today introduced a major expansion of its platform — including a native Integrations Hub, Nova Conversations, RCS messaging, new Nova Intelligence Agents, and more — designed to connect customer context across the marketing stack and turn every interaction into intelligence for what happens next.

These features tackle a core challenge in modern marketing: the context gap. Consumers experience every interaction with a brand as part of one continuous relationship, but the context behind those interactions (customer data, behaviors, conversations, decisions, and outcomes) is often fragmented across different systems. That means marketers, and increasingly their AI, are making decisions without the full picture.

“Customers remember every interaction they have with a brand. The technology behind those experiences should, too,” said Nick Beil, Chief Product Officer at Iterable. “That’s becoming even more important with AI: without connected context, AI can move faster, but it can’t necessarily make smarter decisions. We’re building Iterable so every signal, conversation, and outcome adds to what the platform understands about the customer, and makes the next interaction better. That’s the shift we’re driving: from AI that simply helps marketers do more, to intelligence that continuously learns, adapts, and improves with every engagement.”

Top brands from Iterable’s global customer community are already seeing the impact of this approach; Babylist has used Nova Intelligence to reclaim 50% of its CRM team’s campaign bandwidth. Other Iterable customers are using Nova Agent to accelerate analysis, personalization, quality assurance, and experimentation. For example, customers leveraging Iterable’s Send Time Decisioning see an over 70% lift in clicks and over 80% lift in opens.

Together, the new capabilities close the context gap across three dimensions of customer engagement: making every mobile interaction count, building on what brands already know, and turning customer interactions into intelligence.

Make Every Mobile Interaction Count

Connected context becomes more valuable when brands can put it to work in the moments customers are actively engaging. Iterable is expanding its native messaging capabilities to help marketers turn mobile channels into richer, more interactive experiences that make it easier for customers to discover, respond, and take action.

• RCS (Rich Communication Services) brings verified branded messaging, rich media, carousels, suggested replies, personalization, and journey orchestration natively into Iterable—turning traditional mobile messaging into an interactive experience within the message thread.
• WhatsApp, built natively within Iterable, enables marketers to extend connected, personalized conversations to one of the world’s most widely used messaging channels, using the same real-time customer context available across the Iterable platform.

“RCS turns messaging from a text-only push into an interactive surface,” said Adrian Rohr, VP of Membership & Retention at Fabletics. “Carousels, high-resolution product imagery, video, and suggested replies let us merchandise directly in the thread instead of relying on a link click to do the work.”

Build on What You Already Know

Iterable is expanding its data foundation so every interaction — and every AI-powered decision — can build on a richer, more current understanding of the customer.

• Integrations Hub brings integration discovery, configuration, and management directly into Iterable, making customer context across the marketing stack easier to connect and activate.
• Salesforce Sync natively syncs Salesforce Contacts, Leads, Accounts, and Cases with Iterable users, events, and catalogs, helping sales and marketing work from a shared understanding of the customer.
• Journeys Live Data brings real-time signals directly into journeys, enabling experiences to respond to what’s happening now—not what was true when the journey launched.
• Catalog in Audience Segmentation combines customer and catalog data in a single query, helping marketers build more precise audiences and personalized experiences around what customers are most likely to want next.

“Journeys Live Data lets us run multiple experiments within a single global journey—no custom middleware, no profile bloat,” said Peter de Jong, Associate Director of Engineering at HelloFresh. “For a multi-market operation like HelloFresh, that flexibility has allowed us to scale experimentation across numerous live journeys without adding engineering overhead.”

Turn Customer Interactions Into Intelligence with Nova Agents

Every interaction creates new information about what a customer wants, how they engage, and what works. Iterable is expanding Nova to turn those signals into intelligence marketers can use, helping teams understand what is happening, determine what to do next, and continuously improve future experiences.

• Nova Conversations brings AI guidance into customer conversations, using the context of each interaction to help guide customers toward the right next outcome, from ongoing engagement and support to conversion.
• Monitoring Agent moves marketers beyond passive campaign alerts by proactively surfacing performance issues and anomalies, explaining what happened, and recommending actions to address them.
• Enhancements to Analytics Agent provide deeper insight into performance across campaigns, channels, and journeys, helping marketers identify trends, understand drop-off, and uncover opportunities to improve.

“The automated agent capabilities in Iterable are a massive step forward for campaign management,” said Katie Baele, Director of Lifecycle Marketing at Centerfield. “Getting proactive alerts for campaign health allows us to catch performance issues instantly and optimize our execution with total confidence.”

The Fall Product Release also includes Data Sync Latency Enhancements, reducing the time it takes for new and updated Iterable data to reach customers’ cloud data warehouses and making fresh engagement data available faster across the broader marketing ecosystem.

Together, these capabilities create a continuous intelligence loop across Iterable: customer context informs each interaction, every response creates new intelligence, and that intelligence makes what happens next smarter. Instead of resetting with every campaign, channel, or conversation, customer understanding builds over time.

For more information about Iterable’s Fall Product Launch, please visit: iterable.com/blog/fall-2026-product-launch.

To learn how Iterable helps brands create experiences that get smarter with every customer interaction, please visit iterable.com.

About Iterable

Iterable is the AI customer engagement platform built for enterprise scale, loved by teams, and trusted by global brands like HelloFresh, Square, and People, Inc. It transforms data into action, powering intelligent, personalized customer experiences across every channel. Iterable gives teams the freedom to move fast, the governance to stay in control, and the confidence to scale what works. With Iterable, customer engagement is not just a tactic—it is a growth engine.

Learn more at www.iterable.com.