Iterable, an AI customer engagement platform, has achieved Validated Partner status with Databricks and joined as a launch partner for Databricks CustomerLake, a new agentic Customer Data Platform. The partnership enables brands to activate customer data directly from Databricks without data duplication. Iterable earned validation through its Data Sync service, which continuously exports customer engagement data back into Databricks. Combined with Smart Ingest, this creates a closed-loop integration between data storage and marketing activation. The companies share over 130 joint customers. The integration offers lakehouse-native composability, real-time data velocity, closed-loop AI analytics, and operational efficiency at scale. CustomerLake provides unified customer profiles and audience segmentation, whilst Iterable orchestrates personalised journeys across channels.

What Iterable announced at Activate (and what it says about the bigger picture). 10 June 2026 Marketing TechnologyJames Gent At Activate 2026, Iterable announced three key releases: Nova Intelligence, its AI-powered campaign execution layer; a new Integration Hub for the platform; and a suite of enterprise-ready capabilities including role-based access control, approval workflows, and extended journey features. Here's a quick rundown of the key announcements, and why Tap Cxm think they point to something more interesting happening across the market right now. Nova Intelligence. Iterable's AI layer now has a name: Nova Intelligence. Like Salesforce's Agentforce or Bloomreach's Loomi, Nova Intelligence - a key announcement at Iterable Activate 2026 in London - is an interface for running campaign operations through natural language. Nova Intelligence is not a single feature, but a connected ecosystem of goal-driven, context-aware Agents, Insights, and Decisioning. It continuously learns from real-time customer behaviour and business context to eliminate busywork and optimise toward your specific outcomes. - Iterable The idea is that marketers can brief the platform, let it suggest audiences, generate content, and run marketing optimisation, rather than manually configuring every step themselves. Nova Agent handles the execution side. It acts on real-time customer signals, personalisation at scale, campaign optimisation, and audience activation across channels. As programs grow and volume increases, the intent is that relevance doesn't drop off, because it's AI doing the heavy lifting rather than your team trying to keep pace manually. It's a similar direction to what Tap Cxm is seeing across most platforms right now, with use cases clearly targeted at teams already stretched across campaign operations. Integration Hub. Iterable Activate debuted new Integration Hub that brings central access to key ad, analytics, and reporting tools. It pulls data sources and channels into one place rather than requiring workarounds or third-party tools to bridge the gaps. It's a step toward the kind of architecture that enterprise clients need. And it signals where Iterable sees itself fitting into a broader tech stack, moving from a customer engagement platform into an integrated data platform. Enterprise-Ready capabilities. A significant chunk of the announcements at Iterable Activate 2026 were about making Iterable work properly at enterprise scale. That covers things like: * Role-based access control with granular permissions by brand, region, or team. * Approval workflows before campaigns go out. * Full-journey A/B testing. * SMS compliance tools. * Extended webhook capabilities. Individually, some of these feel foundational rather than headline-grabbing. But together they make Iterable a bona fide alternative for complex organisations with multiple markets, teams, and products. The Iterable team is making it clear it can deliver the kind of governance and control bigger companies need to seriously consider it. The bigger story. Iterable's rebranding, its wave of new senior hires, and the enterprise-readiness announcements are all pointing in the same direction. This is a platform that wants to compete at a different level than it did a few years ago. The numbers reflect it too. Iterable has been growing strongly year on year (~20% YoY growth rate and ~$240M ARR), and the product investment is starting to show why. There's a race underway across the marketing technology market, and it's pitting established players against challenger platforms like never before. Vendors of varying scale and maturity are all building toward the same destination: a truly end-to-end, agentic AI experience that handles personalisation, orchestration, and execution without requiring a sprawling stack of complementary tools to fill the gaps. Some platforms are further along that journey than others. The larger enterprise platforms have spent years building and acquiring the capabilities to get you from a single prompt to a fully personalised, orchestrated campaign across content, data, and channels. And they carry a cost to match. Iterable, alongside companies like Bloomreach, Braze, Hightouch, and more are all moving quickly to close that gap. Often with less technical debt and more room to build natively for AI-first architectures. The race is essentially vendors trying to get to genuinely end-to-end first, at a price point and experience level that works for complex organisations. For marketing and CX teams, the question isn't really which platform will win. It's which one is the right fit for where your business is now and where you want to get to. Getting that decision right means understanding what each platform can actually deliver today, and the vendor's vision for end-to-end capabilities. Iterable Activate certainly showed one vendor's progress - and it's exciting. Tap Cxm is enabling its clients to get into the best position for a fast-changing CX world. If it's something you're navigating too, Tap Cxm is happy to talk.

Iterable launches Nova agent to assist markets in scaling customer personalization. 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. A message from John Furrier, co-founder of SiliconANGLE: Support its mission to keep content open and free by engaging with theCUBE community. Join theCUBE's Alumni Trust Network, where technology leaders connect, share intelligence and create opportunities. * 15M+ viewers of theCUBE videos, powering conversations across AI, cloud, cybersecurity and more * 11.4k+ theCUBE alumni - Connect with more than 11,400 tech and business leaders shaping the future through a unique trusted-based network. About SiliconANGLE Media SiliconANGLE Media is a recognized leader in digital media innovation, uniting breakthrough technology, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios - with flagship locations in Silicon Valley and the New York Stock Exchange - SiliconANGLE Media operates at the intersection of media, technology and AI. Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a dynamic ecosystem of industry-leading digital media brands that reach 15+ million elite tech professionals. Its new proprietary theCUBE AI Video Cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.