Iterable Introduces Nova Agent to Power Real-Time AI Marketing
New AI agent, audience activation capabilities, and Command Center by Iterable help marketers deliver more relevant experiences, optimise performance, and maintain trust across channels.
Topics
Iterable, the AI customer engagement platform, has announced Nova Agent, an AI agent built to act on customer behaviour in real time, alongside a new wave of AI capabilities that enable marketers to optimise 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 behaviour more dynamic, immediate, and harder than ever to anticipate.
But 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 analysed after the fact rather than in the moment.
That disconnect is widening the gap between what customers expect and what most brands can deliver.
ALSO READ: Connected Packaging Goes Big with Gamified Brand Storytelling
Nova Agent works to close that gap, enabling a more efficient way of operating by orchestrating AI agents to build, audit, personalise, and optimise 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.
“Marketing teams can’t keep up with today’s customer behaviour using yesterday’s workflows,” said Priya Gill, Chief Marketing Officer at Iterable.
“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.”
Turning Real-Time Signals Into Action at Scale
As AI-driven feeds decide more of what customers see, relevance has become a moving target. Targets shift mid-flight, expectations spike, and the classic “plan, launch, then analyse later” playbook collapses under real-time pressure.
That’s when journeys that were once personalised and precise quickly blur into broad, generic messaging as programs scale, forcing teams to crank up volume just to keep performance from slipping.
For marketers, Nova Agent is the difference between chasing performance and compounding it. It continuously tunes engagement in real time so messages stay context-aware, specific, and effective as programs and audiences grow.
ALSO READ: Omnichannel Isn’t About Everywhere But Exactly Where
“What excites me most about Nova Agent is how it simplifies the path from data to action,” said Yvette Rojas, email marketing manager at Joybird, an Iterable customer. “Having a unified AI engine to help with campaign setup and content optimisation means we will be able to move much quicker, from testing a new strategy to fully optimising our customer journeys.”
“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,” said Justin LeBlanc, Senior Director of Customer Retention and Loyalty at Priceline, an Iterable customer.
“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.”
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, optimise continuously, and drive measurable growth with far greater efficiency.
These new capabilities include:
- Iterable Command Center: A new centralised view of campaigns, goals, and performance for faster optimisation
- Nova Agent and AI capability suite: Context-aware, goal-driven AI that automatically builds campaigns, audits messages, runs experiments, and delivers deeply personalised 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
ALSO READ: The Synthetic Creativity Trap: Why Brands Need to Get Messy to Stay Real
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 personalisation 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.
