Key Takeaways
Nova Intelligence builds AI into Iterable’s data and journeys, so decisions happen inside your existing workflow.
Use Nova Decisioning to set the channel, timing, and frequency each customer is most likely to answer.
Let Agents, powered by Nova Intelligence, generate on-brand copy and launch-ready campaigns without SQL or engineering tickets.
Predictive Audiences scores who is most likely to convert and flags who is disengaging.
Glassbox AI explains every Nova Intelligence decision, so you can trust and defend it.
Adopting AI and engaging intelligently are not the same thing. Most teams now have AI in their stack, yet few use it to make sharper decisions about who to reach, when, and how.
The gap shows up in results. In a June 2025 survey, Gartner found that customers engaged through active personalization are 2.3x more likely to confidently complete critical purchase decisions. The difference comes down to applied judgment.
We have watched how AI marketing can go right and wrong. This guide shows how to put Iterable’s Nova Intelligence to work deliberately.
Nova Decisioning: Optimize Every Send
Nova Intelligence is Iterable’s native AI layer, built into your data and journeys rather than bolted on. Within it, Nova Decisioning takes the guesswork out of how, when, and where to reach each customer. It covers three capabilities:
Send Time Decisioning: chooses the hour each person is most likely to open and act.
Frequency Decisioning: sets how many messages each person receives before fatigue sets in.
Channel Decisioning: routes each message to the channel that individual actually uses.
Send Time Decisioning
Some customers read email the moment they wake up. Others clear their inbox at night. Send Time Decisioning learns the optimal send time per individual from engagement history, then schedules delivery for that window.
In practice, you turn it on with a single setting when you configure delivery. You can run it as an experiment first, proving the lift across your list before you roll it out.
Frequency Decisioning
Every added send risks message fatigue, and the right cap changes from one person to the next. Frequency Decisioning lets you set a capping range per channel, then AI decides how many messages each person receives within it. You keep override control for high-priority sends.
Calibration comes down to relevance rather than volume. Gartner’s survey shows what happens when personalization misreads the moment:
Poorly calibrated personalization creates negative experiences for 53% of customers.
Those customers are 3.2x more likely to regret a purchase.
They are also 44% less likely to purchase again.
Getting frequency right is one way to stay relevant: match each person’s cadence and you send when the message still fits.
Channel Decisioning
A limited-time offer only works if it reaches people where they engage. Channel Decisioning adds a single tile to your journey that routes each message to the channel an individual prefers across email, push, and SMS. It replaces a complex cross-channel setup with one decision.
Consider how Therabody applied this. The brand saw a 27% lift in SMS click-through after optimizing channel and send timing. That win was part of a broader personalization effort that also lifted conversion by 45%.
Nova Intelligence Agents: Generate and Build Faster
Agents, powered by Nova Intelligence, handle the building. They span copy generation, campaign assembly, personalization logic, testing, and analysis, all without structured query language (SQL) or engineering tickets. Three of them speed up campaign creation directly:
Campaign Agent generates launch-ready copy and builds campaigns from a short prompt.
Handlebars Agent writes personalization logic so each message adapts to the individual.
Experimentation Agent tests variants automatically and promotes the version that performs.
Generate Launch-Ready Copy With Campaign Agent
Writer’s block slows every launch. Campaign Agent gives you a running start: describe the subject line, SMS, or push you need, and it returns on-brand, launch-ready variants you can refine.
You stay in control of the final message. The agent removes the blank-page delay and the manual rework that usually sits between an idea and a scheduled send.
Rescue Underperforming Campaigns With Campaign Re-engagement
Not every campaign lands, and a second attempt should not mean starting over. Campaign Re-engagement, part of Nova Intelligence, analyzes past campaigns and auto-detects the best next campaign for your less-engaged audiences.
It surfaces recommended audiences, content, and insights, so you relaunch to the right people in a few clicks instead of rebuilding from scratch.
Nova Predictive Insights: Know Who to Engage and Why
Nova Predictive Insights tells you who to focus on and why. It spans Predictive Audiences, Brand Affinity, Segmentation Summary, and more, scoring who is most likely to convert and flagging who is drifting toward churn. By reading first-party customer data like purchases, browsing, and reorders, it turns behavior into scores you can act on.
Capability | What it answers | What you do next |
|---|---|---|
Predictive Audiences | Who is most likely to convert? | Target the high-propensity segment. |
Brand Affinity | How does each customer feel about you? | Reward loyalty, win back the disengaged. |
These scores describe who and how, not a customer’s next move. Predictive Audiences flags who is most likely to convert; Nova Decisioning acts in real time when a signal actually fires. Glassbox AI explains every score, so you can see what is driving it and defend the call to your team.
Predictive Audiences
Predictive Audiences, part of Nova Intelligence, scores how likely each customer is to complete a goal you define. That goal can range from making a purchase to downloading an app. You build segments from those scores and message the people most ready to act.
For example, Redfin used Predictive Audiences to prioritize dormant users. The brand saw a 72% lift in reactivating inactive sellers and a 15% lift among buyers.
Brand Affinity
Brand Affinity, part of Nova Intelligence, reads customer sentiment signals from engagement and other behavior. It labels where each customer stands, from disengaged to loyal, so you reward loyal buyers and re-engage the cooling ones before they churn.
For example, a retail team can hold back a discount from already-loyal customers and send it only to shoppers whose affinity is slipping.
Frequently Asked Questions
1. What Is Nova Intelligence?
Nova Intelligence is Iterable’s native AI layer, built into your data and journeys. It decides when, where, and how to engage each customer, generates and builds campaigns, and scores who to prioritize. Every decision is explainable through glassbox AI.
2. What AI Capabilities Does Iterable Offer?
Nova Intelligence groups its capabilities into three parts:
Nova Decisioning chooses the channel, timing, and frequency for each customer.
Nova Agents generate copy and build campaigns without engineering support.
Nova Predictive Insights scores propensity to convert and reads customer sentiment.
Together they automate execution decisions while you set the strategy and guardrails.
3. Does Nova Intelligence Require SQL or Engineering Support?
No. Nova Agents build campaigns, write personalization logic, and run experiments without SQL or engineering tickets. Lifecycle marketers move from idea to send without waiting on another team.
4. How Is Nova Decisioning Different From Predictive Audiences?
Predictive Audiences scores who is most likely to convert, which helps you shape segments in advance. Nova Decisioning acts in the moment, choosing the channel, timing, and frequency for each person as behavior shifts.
5. Is Nova Intelligence Explainable?
Yes. Nova Intelligence runs on glassbox AI, which means every recommendation and score is transparent and verifiable. You can see the reasoning behind a decision, trust it at scale, and adjust the guardrails when priorities change.
Put Nova Intelligence to Work for Your Team
Adopting AI is easy; using it to make sharper decisions is the work. Nova Intelligence gives you:
Decisioning that sets timing, channel, and frequency per customer.
Agents that build campaigns and generate copy.
Insights that score who to prioritize.
Ready to put it into practice? Start with Your Checklist for Unlocking the Power of AI to plan your rollout.