Added

• Privacy Request Expirations: You are now able to configure how long submitted privacy requests remain active before expiring, which then allows contacts to re-enter your Simon instance after a certain amount of time. TTL (time-to-live) is the number of days after which privacy requests expire and previously denylisted contacts are able to re-enter your Simon instance if they re-engage with your brand (e.g. sign up again for marketing emails, make a purchase, etc.).

Added

• Simon AI Personalization Studio (Goal-First Workspace): A new workspace where you set a business goal and let AI Agents translate it into executable actions. Instead of hand-building segments and waiting on data tickets, Personalization Studio centralizes opportunity discovery, Moment suggestions, one-click journey launch, and outcome visibility in one place. Agents run inside your data cloud to perceive signals, reason across customer and contextual data, and execute with approvals—so teams launch faster, capture more high-intent opportunities, and tie impact directly to orders, revenue, and LTV.

  📌

  Note: Rollout is underway. If Personalization Studio is not enabled in your account yet, your account manager can share timing and enablement details.

• Blueprints with Moment-Triggered Journeys: Capture your objective and constraints (budget, inventory, geography), and let agents recommend the fastest path to impact—starting with Moments, which convert real-world context into activation logic. Blueprints generate a draft journey with the Moment feed as the entry criterion, support channel actions like Braze Canvas and Attentive Journey, and include built-in validation (Moment Volume, Contacts Matched, SQL/Description) plus attribution to orders and revenue once live. This closes the gap between strategy and execution and reduces dependency on ad-hoc SQL.

• AI Moments (Independent Creation): Create an AI Moment directly when you already know the signal you want to target (concert announcements, weather shifts, local events, inventory spikes). Describe the trigger in chat, review generated SQL and sample values, deploy on a refresh cadence, validate with reporting (volume, contacts matched, SQL/description, downstream orders/revenue), and open a draft journey in one click. This turns emerging signals into sends while the window of relevance is open—without batch-only delays or heavy manual data prep.

• Data Agent: The Data Agent is your new AI-powered partner for uncovering hidden signals in your customer and product data. Using natural language prompts, the Data Agent turns raw, unstructured data (like product descriptions, 3rd-party data, and behavior logs) into ready-to-use Simon AI Fields — no SQL, tagging, or data tickets required.

  📌

  NOTE: The Data Agent is currently in Beta. Contact your account manager to learn how to join the Beta.

Added

• Self-Serve Contact Property Survivorship Rules: We’re beginning to roll out Survivorship, a new system that ensures Simon displays the most up-to-date and accurate record when a Contact Property table contains conflicting customer information for the same profile. With survivorship enabled, you’ll always see the “winning” version of a customer record based on the priority rules defined in your source configuration.

  📌

  Note: Stay tuned as we are incrementally rolling this out to customers. If it’s not turned on in your account yet, don’t worry—it’s coming soon! If you have questions about how survivorship works or want to know when it will be available for your account, please reach out to your account manager.

• Amazon Ads Integration: This integration allows you to sync contact audiences directly to Amazon Marketing Cloud (AMC), where they will appear as Advertiser Uploaded Audiences. With this, you can create lookalike audiences in Amazon DSP, suppress existing customers from acquisition campaigns, target high-LTV customers with personalized ads, and retarget churn-risk users across Amazon-owned properties.
• Segment KPIs: This new feature lets you create and visualize custom KPIs like 90-day LTV, days since last order, or any other key customer metric, directly within your Simon segments. Simply choose your desired field, aggregation method, and chart type, then preview and save your KPI to instantly see it appear in the Metrics tab of any segment.

Improved

• SFMC Channel Action Performance: Significantly improved performance for Salesforce Marketing Cloud (SFMC) channel actions when working with large numbers of data extensions. This enhancement specifically addresses performance degradation experienced with organizations that have extensive DE catalogs (100k+ fields and 2,500+ data extensions).

Added

• SFMC Action: The "Send Triggered Email To Contact" Salesforce Marketing Cloud channel action is now available in flows and journeys.

Fixed

• Data Hub: Fixed an issue that was preventing Snowflake field descriptions from populating in the Data Hub.

Improved

• AI Model Upgrade: All embedded GenAI features (e.g. Jinja Generator, Data Hub data field descriptions, etc.) have been upgraded from Claude 3.5 Sonnet to Claude 4 Sonnet, providing enhanced performance and capabilities across the platform.
• Klaviyo API Enhancement: We've enhanced our Klaviyo trait syncing operations to provide improved performance for large-scale profile updates and backfills.

Added

• Composable Segments Child Links: Added links to child Segments in the Composable Segments details view, making it easier to navigate related segment hierarchies.

• Flow & Segment Dependencies: Added a Downstream Dependencies table to the segment details page to provide visibility into Segments & Flows that are dependent on a given segment.

• Content Aliases: Added the ability to modify content aliases for ease of use in downstream personalization.

Fixed

• Resolved a bug related to sorting functionality on the Flow index table.
• Fixed a bug that was not allowing org admins to access the Identity page.

Improved

• Improved the search interface on both the Flow & Journey index pages for better usability.
• Enhanced the Schema Builder width & spacing for better visibility of long table & field names.

Added

• Self-serve identity model management: If you are an account admin, you will now see the Identity tab in your left-hand navigation bar. This page allows you to view, QA, and update your identity model directly within the Simon platform.

Fixed

• Resolved dependency issues when it comes to editing datasets via the Schema Builder. You can now make non-field changing edits and add new fields to live datasets that either are or are not in use downstream. NOTE: You cannot remove fields from live datasets, regardless of their downstream use.
• Fixed a bug that was jumbling the order of actions in experiment variants when copying a flow. The order of action to variant assignments is now preserved in copies.

Improved

• Reduced the sync time of one time flows by 5x(!) by doing more processing within the CDW.
• Improved the isolation of Journeys execution to provide more consistent journey launch / entry timing.

Added

• The Data Hub is no longer in beta! Every composable customer now has full access to it.

Fixed

• The Data Hub fields' descriptions now correctly update from underlying Snowflake source descriptions.
• Fixed a bug such that data feed custom fields are now correctly populated for Do Nothing channel actions.
• Fixed a page routing bug between the Schema Builder and Flows.

Improved

• Made additional SD_APP_DATA data available for composable customers in their Snowflake instances. Read more here.

Documentation Updates

• Made improvements to and published new Identity documentation:
  • https://composabledocs.simondata.com/docs/identity
  • https://composabledocs.simondata.com/docs/identity-managed-services
  • https://composabledocs.simondata.com/docs/simon-dedupe
  • https://composabledocs.simondata.com/docs/identity-plus
  • https://composabledocs.simondata.com/docs/match-plus
  • https://composabledocs.simondata.com/docs/simon-enrich

Added

• Custom Fields in Data Feeds: Now you can add custom fields to your data feeds so that you can share campaign membership data with your cloud data warehouse. This enables you to power reports that help you make strategic decisions, as well as determine the incremental value of your marketing by gaining a better understanding of your customers' attributes when they enter a campaign.

Fixed

• When using Simon Webhooks, the UI would crash if sampling a contact failed to return a contact. Now, the failure is displayed gracefully in the form of a user-friendly validation error.

Added

• Segment-triggered journeys are now available in Composable! Journeys let you orchestrate a sequence of messages across multiple channels with rules-based branching, experimentation, and delays. You can read more about them here.

⚠️

If you'd like to use Journeys in your Composable account, please speak to your account manager.

• We've added flow tags to the Composable application!

Next up for tags is allowing permanent deletion of unused tags and allowing you to tag segments in addition to flows and journeys.

Improved

We've made several improvements to the Segment Builder workflow, including:

1. Now you can more easily add Property, Event, and Segment filters when creating a new segment.

2. New segments automatically display the total count of contacts instead of requiring a click to refresh the segment count.

3. We've simplified the workflow to add events when creating a new segment. Instead of deleting pre-populated, unnecessary fields, you can now simply add an event filter, select the event in question, and modify the required, pre-filled conditions if necessary.

Fixed

• You can now see who created and/or updated a segment.

• Lookups (aka non-contact data) are more easily accessible in the Content Editor. Click the Lookups tab to access lookup fields which are connected to your Simon instance.

Added

• Data Hub: We’ve introduced the Data Hub, a centralized place to view and manage the dataset fields you've connected to Simon through our schema builder. Now, you can easily update field descriptions, control whether fields are available for content personalization, and gain more visibility into your data structure—all from one location. Access it via the left navigation bar.
• AI-Generated Field Descriptions: Within the Data Hub, we’ve launched AI-powered descriptions for your dataset fields! Using Snowflake Cortex, we automatically generate concise field descriptions to help you better understand your data. You can also import existing descriptions from Snowflake or manually add your own within Simon.