Fall Product Release adds native RCS, Nova Conversations, Integrations Hub, and new AI Agents to unify customer data, conversations, and intelligence in a continuous learning cycle

Iterable, the AI-powered customer engagement platform, has announced a significant expansion of its platform with the launch of a native Integrations Hub, Nova Conversations, RCS messaging, new Nova Intelligence Agents, and additional capabilities. The latest updates are designed to bring customer context together across the

Iterable Brings Customer Interactions Together Across Marketing Journeys

 marketing technology ecosystem and transform every interaction into actionable intelligence for future engagements.

The new capabilities address a growing challenge for modern marketers: the context gap. Customers experience their interactions with a brand as one ongoing relationship, while the data behind those experiences—including customer information, behaviors, conversations, decisions, and results—is often spread across multiple systems. As a result, marketers and their AI-powered tools may make decisions without access to the complete customer 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.”

Brands across Iterable’s global customer community are already applying these capabilities. Babylist, for example, has used Nova Intelligence to recover 50% of its CRM team’s campaign capacity. Other customers are using Nova Agent to speed up analysis, personalization, quality assurance, and experimentation. Iterable also reports that customers using its Send Time Decisioning feature achieve more than a 70% increase in clicks and more than an 80% increase in opens.

Together, these latest capabilities address the context gap across three key areas of customer engagement: maximizing every mobile interaction, building on existing customer knowledge, and transforming engagement data into ongoing intelligence.

Making Every Mobile Interaction More Valuable

Connected customer context delivers greater value when brands can apply it at the exact moments customers are engaging. Iterable is expanding its native messaging capabilities to create more interactive mobile experiences, helping customers discover products, respond to messages, and take action directly within their preferred channels.

RCS (Rich Communication Services) brings verified branded messaging, rich media, carousels, suggested replies, personalization, and journey orchestration directly into Iterable. The technology transforms conventional mobile messaging into a more interactive experience within the messaging thread itself.

WhatsApp, now available natively within Iterable, allows marketers to create personalized, context-aware conversations through one of the world’s most widely used messaging platforms. These conversations can use the same real-time customer information available throughout 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.”