Iterable Inc., a customer engagement platform, today announced that it launched an artificial intelligence agent designed to help marketers keep customer interactions relevant as campaigns scale. 

The new agentic model, named Nova Agent, takes advantage of how the AI is reshaping the way the public is approaching discovering, evaluating and engaging with businesses. In the past, it was possible to sit down, write up a plan and take it to traditional channels to reach consumers. 

Now analysts note that many customers are themselves using AI to search, curate and choose products, services and even where they go out to eat that evening. AI overviews are embedded at the top of search engines and in consumer recommendation apps. 

On the other side, as marketers scale campaigns, they quickly lose sight of individual consumer needs and logic. This can create a bland experience. Iterable said that Nova is designed to bring back a spark of intelligence to help make marketing lively again and capture customer interest in an era where everything is attempting to catch attention. 

To meet this mark, Iterable said, marketers need to go smarter, not just bigger. 

“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,” Yvette Rojas, an email marketing manager at Joybird, said about Iterable. 

The Nova agent connects to advertising spaces, such as Google Ads, provides context-aware goal-driven campaign plans, audits messages, runs experiments at scale and works to provide personalized experiences for consumer segments. It can also help identify otherwise anonymous visitors, especially those with high intent likelihood, before they make purchases, to help with appropriate targeting information or advertisement to guide them to discounts or onboarding. 

As much as AI is changing the consumer experience, it’s also transforming the marketing industry. According to a report from Markets and Markets, AI in marketing was valued at around an estimated $25.9 billion in 2024 and is estimated to reach $296.3 billion by 2035. Major trends driving its growth include creative content generation for advertisements and reducing the time and cost of maintaining the relevance and quality of marketing assets.  

Customer alignment using data is also driving impact by allowing companies not only to understand consumer behavior, but also to personalize marketing experiences, which is where Iterable fashions its service. 

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