According to VentureBeat, Iterable just launched its Model Context Protocol Server on November 19, 2025, giving developers and technical marketers direct access to connect AI tools like Cursor, Claude Code, and Claude Desktop to the Iterable platform. The big deal here is that this isn’t just another AI chatbot – it’s AI that can actually take action on the platform based on natural language commands. Over 90% of Iterable customers are already using AI agents across their marketing programs. The company’s CPO Nick Beil calls this a “massive unlock” for marketing teams who can now turn ideas into impact much faster. This comes at a time when 60% of marketing leaders report heightened scrutiny from CFOs and CEOs to prove financial impact, while 75% of CMOs say they’re expected to “do more with less.” The MCP Server is available now as an open-source resource for all Iterable customers.
AI that actually does stuff
Here’s the thing about most marketing AI tools – they’re great at answering questions and generating ideas, but then you still have to actually go build the campaigns. That’s where Iterable’s Model Context Protocol Server changes the game. Instead of just telling you what to do, it can actually execute platform actions based on natural language prompts. Think about that for a second – you could literally say “create a welcome campaign for new users in Europe” and the AI would build the actual campaign templates, set up the journey steps, and configure everything. That’s a fundamentally different approach from what we’ve seen so far.
Marketing pressure cooker
The timing here is pretty interesting. Marketing teams are getting squeezed from all directions – 60% report heightened scrutiny from executives to prove ROI, and 75% of CMOs are being told to do more with less. Meanwhile, customer data is still scattered across systems, and most workflows require manual intervention. So basically, marketing teams need to move faster than ever but their tools haven’t kept up. Iterable’s betting that giving technical marketers direct AI-powered control over execution will solve that gap.
Where this is headed
This feels like the beginning of a bigger shift in how marketing teams operate. If you can prototype, configure, and optimize campaigns directly through natural language interfaces, you’re looking at potentially massive reductions in campaign development time. We’re talking about work that used to take hours or require engineering support now happening in minutes. And since this is open-source, I’m curious to see what developers build on top of it. The Iterable MCP Server could become the foundation for a whole ecosystem of marketing automation tools.
The bigger picture
Look, every marketing platform is adding AI features these days, but most are still in the “smart assistant” phase. Iterable’s approach with the MCP Server is different because it’s treating AI as an actual operator rather than just an advisor. That’s a significant step toward what they call “marketing organizations that operate with true autonomy.” Whether this actually delivers on that promise remains to be seen, but it’s definitely one of the more ambitious AI implementations I’ve seen in the marketing tech space. The fact that they’re making it open-source suggests they want this to become a standard rather than just another proprietary feature.
