Agentic AI is the new frontier in generative AI development.
Defined as “an AI system that acts autonomously, adapts in real time, and solves multi-step problems based on context and objectives,” agentic AI is rapidly gaining traction across the martech landscape, as top CRMs and ESPs increasingly integrate agents into their platforms.
Nova is a newly introduced Iterable AI agent, designed to revolutionize “moments-based marketing.”
Moments-based marketing is all about showing up with the right message, right when your customer needs it—quick, useful, and right on time.
The term wasn’t introduced by Iterable. It’s been in currency for quite some time now. Joe Stanhope, VP and Principal Analyst at Forrester, was the first to speak about moments-based marketing in 2019-20 when he pointed out the core of such an approach as rooted in a “highly granular” set-up.
Iterable’s latest addition is now set to make it a reality—with a vengeance.
As certified Iterable experts, our team is especially anxious to offer agentic solutions to our clients. (Demo hangover? Guilty as charged!)
Curious how Iterable Nova capabilities brings it all together? Let’s find out.
Why the traditional campaign model is obsolete
Enter Nova: The AI that doesn’t just advise, but acts
Platform enhancements that power Nova
Unlock the full power of Nova with Mavlers!
Why the traditional campaign model is obsolete
For years, brands have struggled to bridge the gap between how consumers behave and how marketing systems operate.
Today’s consumer journey has outgrown the traditional campaign model, which relies on rigid timelines, broad blasts, and one-size-fits-all planning. This outdated approach reflects a brand-first mindset—prioritizing internal schedules over the individual needs and behaviors of real people.
Today, customers expect hyper-personalized, moment-aware experiences, delivered instantly across their preferred channels.
Source: Forrester
The problem is that most platforms try to keep up by layering AI features onto outdated infrastructure. But these incremental improvements only scratch the surface. They do not address the core problem: the campaign model itself.
Iterable Nova does the opposite.
Not by trying to make marketers more efficient at old ways of working. Nova is built to eliminate them. One might say that Iterable Nova in 2025 is a strategic inflection point. It signals the end of static, time-boxed campaigns and marks the rise of intelligent, real-time, customer-led marketing.
Enter Nova: The AI that doesn’t just advise, but acts
What makes Nova truly revolutionary isn’t just its intelligence—it’s its agency. Nova is not a passive assistant or an analytics overlay.
It is an active partner that understands business goals, interprets customer signals, and autonomously drives engagement strategies.
So here’s a rundown of Iterable’s AI features via Nova:
- Prescriptive intelligence
Nova serves as a built-in strategist. It offers real-time, personalized, and data-backed recommendations tailored to your industry, audience behavior, and business objectives. No more analysis paralysis—just strategic clarity.
- Conversational interface
Marketers can ask Nova questions using natural language and receive immediate, actionable answers. Whether it’s performance metrics, customer trends, or segmentation insights, Nova eliminates the need to dig through multiple dashboards or reports.
- Goal-based execution
Instead of building campaigns around tactics, marketers now define outcomes—such as increasing conversions or reducing churn—and Nova orchestrates the journey from end to end. It identifies segments, triggers workflows, personalizes content, and adapts in real-time.
From campaigns to moments
Nova enables a new way of thinking—marketing that is always-on, contextual, and rooted in the present moment. Here’s what that looks like in action:
- Accelerated results
Define a business goal, and let Nova take over. It identifies high-value users, builds custom journeys, personalizes communications across channels, and continuously refines performance. And these are exactly the types of outcomes showcased in Iterable Nova use cases at the Activate Summit.
- Proactive optimization
Nova doesn’t wait for things to go wrong. It’s proactive. It monitors journeys in real time, flags underperforming touchpoints, and offers course-correction options before revenue is lost. These types of Iterable Nova capabilities make a measurable difference in today’s competitive marketing landscape.
- Intelligent personalization at scale
Nova adapts timing, content, and channel to each user’s context, whether through email, SMS, push, in-app, or WhatsApp. This is where Iterable’s new AI tool steps in, helping teams operate smarter and faster.
This precision allows marketers to scale more intelligently—with better ROI.
- Continuous learning and deployment
Nova is more than a rule engine—it’s a learning system. It runs ongoing A/B and multivariate tests, applies learnings, and adjusts campaigns automatically to maximize conversions and engagement.
Platform enhancements that power Nova
Nova isn’t a standalone feature—it’s backed by major platform upgrades that make advanced use cases possible:
- Segmentation Assist
Describe your target audience in plain English and let the platform generate a sophisticated, criteria-based segment automatically. A clear win for Iterable AI marketing teams.
- Catalog-powered journeys
Leverage real-time product, content, or user data to dynamically populate messaging across emails and other channels.
- Unknown user activation
Reach anonymous but high-intent users—without having to wait for backend engineering support. One of the more significant Iterable Nova use cases.
- Journey Path review
Visualize and test end-to-end user flows with greater accuracy and control.
- WhatsApp and SMS compliance tools
Stay aligned with regional regulations while scaling communications globally.
- Integrations Hub
Gain centralized access to analytics, attribution, and third-party tools for more connected workflows.
Marketing is moving toward something faster, smarter, and more precise. The rise of the Iterable AI agent is a declaration that the future of marketing is about moments, not messages. About customer signals, not brand calendars. About outcomes, not outputs.
And the brands that adapt quickly will be the ones that thrive.
Unlock the full power of Nova with Mavlers!
Mavlers is your partner in modern marketing transformation. We work closely with in-house teams, agencies, and fast-growing brands to help you:
- Design AI-ready email templates and modules
- Build hyper-personalized, cross-channel journeys using Iterable Nova’s capabilities and Iterable’s latest features
- Audit and streamline existing workflows to remove operational friction
- Train internal teams to work confidently with AI-powered marketing tools
Let’s bring your marketing into the Nova era! Coupled with our time-tested six-tier marketing framework, too. Get in touch today!
Frequently asked questions (FAQs)
- What does an AI agent do?
An AI agent is a computer program that can perceive its environment through sensors and act upon that environment through actuators to achieve specific goals. Think of it as a digital entity that can make decisions and take actions autonomously, much like a human agent operating in the real world.
2. What is Iterable Nova?
Nova is a newly-launched Iterable AI agent designed to drive real-time, context-aware marketing through autonomous decision-making. It goes beyond static campaigns, enabling brands to connect with customers through personalized, moment-based interactions.
3. How does Iterable Nova differ from traditional campaign tools?
Unlike traditional campaign tools that rely on fixed schedules and batch logic, Iterable Nova’s capabilities allow marketers to define business outcomes, while Nova orchestrates and adapts journeys in real time based on live customer signals.
4. What are the main capabilities of Iterable Nova?
Iterable Nova’s capabilities include:
- Real-time decision making and optimization
- Intelligent, data-driven personalization at scale
- Natural language interface for simplified strategy building
- Continuous learning with automated A/B testing
- Proactive journey monitoring and improvement
Shalini Mathur - Subject Matter Expert
Shalini is a senior developer with over four years of experience working with Mavler's email development team. She is well-known for her acute attention to detail and comprehensive understanding of coding best practices. Her expertise includes HTML, CSS, and a range of Email Service Providers (ESPs), so every email is optimized for all platforms and devices and looks great. In order to support the clients during their email journey, she also handles the after-delivery tasks, making sure every ESP functions properly with the HTML layouts.
Susmit Panda - Content Writer
A realist at heart and an idealist at head, Susmit is a content writer at Mavlers. He has been in the digital marketing industry for half a decade. When not writing, he can be seen squinting at his Kindle, awestruck.
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