Iterable Launches Fall Product Release With Native RCS, Nova Conversations, and AI Agents to Close Marketing's "Context Gap"
Iterable has unveiled a major Fall Product Release adding native RCS messaging, Nova Conversations, an Integrations Hub, and new Nova Intelligence Agents to its AI customer engagement platform. The company says the update is designed to connect fragmented customer data across the marketing stack and create a continuous intelligence loop in which every interaction informs the next.
Iterable, describing itself as an AI customer engagement platform, announced a broad expansion of its platform on 25 September 2026. The Fall Product Release introduces native RCS (Rich Communication Services) messaging, Nova Conversations, an Integrations Hub, new Nova Intelligence Agents, and a set of data-synchronisation enhancements aimed at what the company characterises as the "context gap" in modern marketing.
According to the company's announcement, the core problem the release targets is that customer data, behaviours, conversations, decisions, and outcomes are often fragmented across different systems, leaving marketers — and increasingly their AI — making decisions without the full picture. Nick Beil, Chief Product Officer at Iterable, framed the ambition in the release: "Customers remember every interaction they have with a brand. The technology behind those experiences should, too." Beil added that without connected context, AI can move faster but cannot necessarily make smarter decisions, and described the intended shift as moving "from AI that simply helps marketers do more, to intelligence that continuously learns, adapts, and improves with every engagement."
Mobile Messaging Expansion
The release adds native RCS support, bringing verified branded messaging, rich media, carousels, suggested replies, personalisation, and journey orchestration directly into Iterable. WhatsApp is also now built natively within the platform, enabling marketers to extend personalised conversations using the same real-time customer context available across the Iterable platform, according to the announcement.
Adrian Rohr, VP of Membership & Retention at Fabletics, commented on the RCS addition: "RCS turns messaging from a text-only push into an interactive surface. 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."
Data Foundation and Integrations
The new Integrations Hub brings integration discovery, configuration, and management directly into Iterable. Other data-layer additions include a Salesforce Sync that natively syncs Salesforce Contacts, Leads, Accounts, and Cases with Iterable users, events, and catalogs; Journeys Live Data, which brings real-time signals into journeys; and Catalog in Audience Segmentation, which combines customer and catalog data in a single query.
Peter de Jong, Associate Director of Engineering at HelloFresh, described the impact of Journeys Live Data: "Journeys Live Data lets us run multiple experiments within a single global journey—no custom middleware, no profile bloat. For a multi-market operation like HelloFresh, that flexibility has allowed us to scale experimentation across numerous live journeys without adding engineering overhead."
Nova Intelligence Agents
Iterable is also expanding its Nova suite of AI agents. Nova Conversations is described as bringing AI guidance into customer conversations, using the context of each interaction to help guide customers toward outcomes including ongoing engagement, support, and conversion. A new Monitoring Agent is said to proactively surface performance issues and anomalies and recommend actions to address them. Enhancements to an Analytics Agent aim to provide deeper insight into performance across campaigns, channels, and journeys.
Katie Baele, Director of Lifecycle Marketing at Centerfield, commented on the agent capabilities: "Getting proactive alerts for campaign health allows us to catch performance issues instantly and optimize our execution with total confidence."
Reported Customer Results
Iterable cited early results from existing customers. According to the announcement, Babylist has used Nova Intelligence to reclaim 50% of its CRM team's campaign bandwidth. The company also reported that customers leveraging its Send Time Decisioning feature see an over 70% lift in clicks and an over 80% lift in opens. The release also includes Data Sync Latency Enhancements, described as reducing the time it takes for new and updated Iterable data to reach customers' cloud data warehouses.
The announcement was distributed via Business Wire on 25 September 2026.
Prepared with AI assistance and reviewed by the editorial team.
