The news: Iterable is tackling two of marketers’ biggest challenges—personalization and real-time action.

The AI customer-engagement platform released Nova Agent, per MarTech Series.

• The AI agent builds, personalizes, and optimizes marketing campaigns in real time.
• It integrates with Google Ads to boost value for customers and target high-intent users when they’re at the purchase point.
• Nova Agent analyzes behavioral, product, and engagement data that was previously siloed to improve performance.

“Marketing teams can’t keep up with today’s customer behavior using yesterday’s workflows,” Iterable CMO Priya Gill stated in a press release. “Success in this new landscape starts with a shift to real-time decisioning—where every signal can be acted on immediately, and every interaction evolves with the customer.”

Zooming out: Marketers know consumers want personalized content, but it’s one of their biggest hurdles.

• 85% of marketers worldwide say customer expectations are at their highest levels, per Salesforce.
• But 78% of marketers worldwide say they can’t produce personalized content at scale, and 65% say it’s too difficult to create timely personalized content for all customer segments.

Data is a major roadblock in personalization. Marketers blame siloed data, too much data, and poor data quality.

Ad tech tools like Nova Agent can unify data stacks across siloes and determine what’s important and actionable. Its Command Center simplifies the process for all skill levels.

Recommendations for marketers: The next wave of marketing depends on personalization that feels authentic to consumers. Missing the mark could push customers away.

• Enlist trusted AI agents to turn first-party data into actionable insights that are carried out autonomously. But human oversight is key to ensure content meets brand expectations, style, and voice.
• Focus on AI agents that can act across numerous tech stacks and simplify production.