THE APEX CONSUMER
Your customers have outsmarted your
marketing. Can you keep up?
The Apex Consumer is optimizing against your tactics, delaying, switching, and extracting value. Static journeys can’t keep up. You need a system that adapts in real time.
THE SHIFT
How the Apex Consumer plays the system.
Your customers know how your marketing works, and they’re using it to their advantage.
of consumers game their online carts to score discounts.
of consumers rotate services based on promotions.
delay purchases for better offers.
start free trials intending to cancel.
Source: 2026 Customer Engagement Research Report
the data
See the data behind the shift.
The 2026 Customer Engagement Report exposes where marketing is falling behind the consumer. Based on insights from 1,000 consumers and 500 marketers, it breaks down behavior hacks, bottlenecks, and the changes required to adapt.
THE PROBLEM
Why most marketing can’t keep up.
Most teams are still operating on fixed journeys, delayed signals, and disconnected systems. The longer marketing waits to adapt, the more it falls behind the consumer.
admit their personalization is more about optics than feedback.
are quietly absorbing more work even with AI.
of marketers take 2-4 weeks to act on campaign learnings.
avoid changing live programs because downstream effects feel unpredicatable.
the answer
Turn real-time relevance into a growth engine.
Today’s customers don’t wait, and neither can marketing. Iterable’s goal-driven AI turns signals into action, adapting every interaction in real time.
LIBRARY
Resources for the modern marketer.
Spring Product Release Webinar
Join us to get an inside look at the latest product innovations coming to Iterable this spring.
Marketing Was Built for a Different Customer
New data shows consumers aren’t just engaging with marketing—they’re optimizing it.
AI and Agentic Intelligence
Modern marketing isn’t limited by tools, but by the volume of decisions teams can make. Nova Intelligence automates the decision loop, turning strategy into growth.
Analyst Recognition
Iterable is named a Strong Performer in The Forrester Waveâ„¢: Email Marketing Service Providers, Q1 2026.