News
Takeaways
- AI-driven automation. Iterable introduces MCP Server enabling AI-driven platform actions.
- Technical marketer enablement. Natural-language prompts allow direct campaign creation and optimization.
- Marketing efficiency impact. Technical marketers gain faster execution and reduced reliance on engineering resources.
The company announced its new Model Context Protocol (MCP) Server on November 19, 2025, positioning it as an open-source access layer for its AI Intelligence Suite. Company leadership said the server connects tools like Cursor, Claude Code and Claude Desktop to Iterable for governed, real-time actions.
According to Iterable, the MCP functionality enables technical marketers to translate natural-language prompts into platform updates, accelerating campaign creation, optimization and auditing. Iterable cited reduced dependence on engineering and faster experimentation as core benefits.
Primary Benefits Include
- Campaign Creation: Teams can use natural-language prompts to generate templates, localized content and journey variants more quickly, helping to streamline production cycles and support personalization for technical marketers.
- Workflow Efficiency: Tasks that previously took more time or required additional support can now be handled in less time. Teams are able to prototype, configure and adjust campaigns within their standard processes.
- Visibility and Auditing: Marketers have faster access to campaign status and performance data, which can help with identifying issues and making adjustments across channels and regions.
- Integration and Access: MCP Server offers both sandbox and production support with defined permissions and API access, giving teams options for integrating AI tools while maintaining operational controls.
Agentic AI Redefining Marketing Operations
AI-powered customer engagement platforms are converging automation, data orchestration and decision-making into unified systems that dissolve traditional software boundaries and open the doors for broader optimization and more agile marketing and customer experience operations.
From Silos to Unified Workflows
Marketing automation historically operated as isolated tools for campaign management and segmentation. Our previous coverage highlights how current agentic AI wars are pitting a broad range of enterprise AI platforms against each other as they all begin to bleed across their previously more narrow functional boundaries.
Agentic AI unifies complex workflows previously separated by organizational or technological barriers and thus creates more unified points of control.
Companies that master AI-driven automation and data-rich integration are positioned to redefine enterprise martech. The shift emphasizes open-source protocols, APIs and breaking down data silos across customer touch points.
Leaders Drive End-to-End Orchestration
Iterable, NiCE, Adobe, Genesys, Optimizely, Sitecore and many others pursuing AI-driven digital customer experiences exemplify the move toward unified AI moderated experiences. Iterable's innovations align with industry trends toward end-to-end orchestration and API-driven extensibility.
AI agents are now increasingly able to handle content personalization, customer support and campaign execution at scale. A 2025 survey by Cisco reports that 93% of leaders believe agentic AI will enable more personalized, predictive customer services, now increasingly being described as agentic customer experiences.
Action-Oriented AI Changes Expectations
AI tools are transitioning from providing insights to executing and optimizing campaigns. According to industry analysis this shift is already enabling greater marketing agility and operational efficiency.
The new standard for marketing performance centers on measurable ROI, rapid adaptation and transparent automation. Leaders are moving from fragmented point solutions to unified environments with embedded compliance and brand guardrails, changing what it means to deliver personalized engagement at scale.
"For the first time, technical marketers can work with AI that actually takes action on their intent—not just offers answers. It gives them a more direct, intelligent way to apply their expertise, experiment faster, and turn ideas into impact at a pace that simply wasn't possible before. This is a major step toward marketing organizations that operate with true autonomy, intelligence, and scale." — Nick Beil, Chief Product Officer, Iterable
Feature & Capability Breakdown
The new MCP Server introduces an access layer designed for governed, action-oriented AI that supports marketing campaign and customer experience management.
| Capability | Description |
|---|---|
| MCP Server | Access layer connecting AI tools and the Iterable platform |
| Open-source availability | Publicly accessible resource for customers and partners |
| API-first access layer | Standardized APIs with defined read/write access controls |
| Natural-language prompting | Converts natural language into executable Iterable platform actions |
| Tool integrations | Compatible with Cursor, Claude Code, Claude Desktop and others |
| Sandbox & production support | Supports both testing environments and live deployments |
| Real-time data unification | Integrates data, context and assets for immediate action |
| Visibility & auditing | Provides live status monitoring, performance tracking and issue identification |
| Workflow acceleration | Streamlines prototyping and updates within single workflow |
About Iterable
Iterable, founded in 2013, provides an AI-powered customer communication platform tailored for marketing, lifecycle, CRM and growth teams at mid-market and enterprise consumer brands.
Webinar
Dec
2
From Manual to Magical: How AI Transforms CX Teams
Learn how to replace manual support processes with automation that actually delivers.
Register
Webinar
Dec
9
Rebrand. Migrate. Optimize. How to Do It All (Without Slowing Down)
Cresta leveled up site speed, design flexibility and marketer sanity (in record time). Find out how.
Register
Webinar
Dec
10
Beyond Composability: How Modern Marketers Build Connected Experiences
Ready to launch campaigns faster, personalize smarter and prove your marketing ROI? Discover the power of a modern DXP.
Register
Webinar
Dec
10
Unlock Connected Service: How to Forecast, Staff & Support Every Channel
Stop juggling tools. 73% of CX leaders say silos damage CX. Build a seamless service operation instead.
Register
Webinar
Dec
11
Empowering Non-Profits: Smarter Crisis Communication and Community Engagement
The cost of miscommunication is measured in more than words. Learn to deliver outreach that's fast, clear and trusted.
Register
Webinar
Dec
16
Roundtable: Turning Real-Time CX Signals into Business Results
Four big brands. One live, unscripted discussion on how modern CX teams move from dashboards to real impact.
Register
Platform Capabilities
The platform delivers cross-channel campaign orchestration, leveraging AI to enable real-time personalization and event-driven automation across email, mobile, SMS, push and in-app channels. Notable features include a visual workflow builder, advanced segmentation, unified customer profiles and integrations with data and content systems to support dynamic, moments-based communications.
Market Focus
Iterable operates in the marketing technology sector, serving industries such as e-commerce, travel, media, consumer apps, marketplaces and subscription services. Its typical customers are mid-market and enterprise consumer-facing brands that require scalable, data-driven customer engagement across multiple digital channels.
Have a tip to share with our editorial team? Drop us a line:
