Case Study: Babylist halves email production time with Iterable Nova AI
Key results
The challenge
Babylist, a registry and e-commerce platform for families, scaled its messaging dramatically but faced heavy manual work in campaign setup and quality assurance. Product-driven workflow changes could take up to two months to deliver.
The solution
Babylist adopted Iterable's Nova intelligence and Model Context Protocol (MCP) Server, using AI agents including a Nova Review Agent to offload campaign setup and QA. This shifted the CRM team toward strategy over manual production.
“Iterable's Nova intelligence has fundamentally shifted our role from campaign manufacturers to strategic architects. By offloading manual campaign setup and QA to specialized AI agents, we've reclaimed 50% of our bandwidth to focus on what actually moves the needle: creating deeper, more personalized connections for the millions of families we serve.”
NFNatasha FlynnSenior Manager of CRM, Babylist
The results, in context
Email production time fell by 50% and push notification volume rose 220% since launch, while email send volume grew from 5 million in 2022 to 1 billion in 2025, a 21,000% increase. Product workflow delivery timelines dropped from two months to two or three days.