New Schema Builder

The schema builder has been rebuilt to improve connecting and managing data in Simon. The new builder loads column metadata significantly faster, supports survivorship configuration, and handles complex schemas more quickly. Learn more about the Schema Builder.

Segment Members Tab Available to View-Only Users

The Members tab on Segment detail pages, which shows a sample of contacts currently in a segment, is now accessible to users with view-only permissions. Previously, this tab was restricted to users with editor access. No configuration is required; the tab will appear automatically for view-only users. Learn more about creating segments.

Composable Content Generally Available for Hybrid Organizations

Composable templates and content blocks are now available to organizations running both classic and composable configurations. Teams can build, manage, and send content using the composable content editor regardless of whether their sending infrastructure is fully migrated. Contact your account manager if you'd like to enable this for your organization.

Real-Time Content Generally Available

Real-time content allows templates to pull live data at the moment of send rather than at send-queue time and is now broadly available. This capability is particularly useful for time-sensitive content such as price updates, inventory levels, and personalized recommendations. Learn more about Real-Time Content.

Duplicate Table Validation When Connecting Data

Simon now validates for duplicate tables when you connect a new data source. If a table you're attempting to connect to already exists in your schema, Simon surfaces a warning before the connection is saved. Additionally, connections that exceed the validation timeout are blocked rather than saved in a broken state, preventing silent data configuration errors downstream. Learn more about the Schema Builder.

Upgraded AI Models Across All Agents

All Simon AI agents, including the Insights Agent, Data Agent, Content Agent, and Moment Agent, have been updated to the latest available foundation models. The upgrades improve response quality, reasoning accuracy, and instruction-following across the board. No configuration changes are required; the improvements are automatically available to all AI-enabled organizations.

Social Moments: Pipeline Quality and Self-Serve Activation

Simon's Social Moments pipeline has been substantially improved to produce higher-quality, more actionable signals with less manual setup. The discovery pipeline now uses structured reasoning with an upgraded AI model, trend topics are more accurate and readable, and proper nouns are correctly preserved in trend names and descriptions. A new approval workflow makes it easier for teams to review discovered trends before activation, including sortable trend tables, contact counts per trend, and the ability to reject trends that aren't relevant. Trend age, entity attribution, and historical data are also now tracked for richer context.

The onboarding process for Social Moments has been simplified. Teams can get up and running with Social Moments faster and with less reliance on Simon's implementation team.

Weather Moments and Social Trend Moments are generally available. Custom Moments are available with CS enablement — contact your account manager to get started. Learn more about AI Moments.

AI Personas: Limited Access

AI Personas are now available to organizations in Limited Access. Personas are AI-generated behavioral clusters: groups of contacts who share similar purchase patterns, engagement behaviors, and affinities, automatically discovered from your warehouse data without manual segment definition. The Personas index page shows a visual distribution of your contact base across personas, with the ability to drill into any persona for a detailed breakdown. Lifetime value (LTV) is included as a dimension for each persona, and you can create a targetable segment from any persona in a single click.

AI Personas is in limited access. Contact your account manager to learn about availability for your organization. Learn more about AI Personas.

Content Agent: Generally Available

The Content Agent is now generally available. It enables marketers to generate on-brand email and SMS content through a conversational interface. The agent understands your product catalog, brand voice (configured via AI Context), and, when working inside a Project, your campaign objective. Content Block support has been expanded: the agent can now generate and include reusable content blocks from your library, and a new "Show Only AI-Generated Content" filter makes it easy to find and compare AI-drafted templates across your content library. Learn more about the Content Agent.

Insights Agent: Beta

The Insights Agent is now in beta. It is Simon's conversational AI for campaign strategy: you describe a goal or question, and the agent responds with analysis, segment recommendations, or tactical next steps grounded in your actual data.

New in Q1: the Insights Agent can now turn recommendations into real campaign assets, including the ability to create, edit, and validate segments directly from chat. Describe the audience you want in plain language and the agent writes the segment logic for you to review before saving. The agent is also channel-aware, producing more relevant recommendations when you specify the channel you're working in. Performance has been significantly improved, and the landing page has been redesigned for a cleaner entry point. Multiple conversations can be associated with a single Project, and conversations auto-name themselves based on your first message.

The Insights Agent is in beta. Contact your account manager for availability. Learn more about Simon AI Chat.

Data Agent: AI Fields and Inference Modeling

The Data Agent has expanded significantly in Q1, with new support for inference-based AI Fields and behavioral analysis.

AI Fields are custom attributes generated from your warehouse data using AI. They now support one-time and recurring inference schedules, allowing you to keep computed attributes fresh automatically. AI Field dependencies are tracked, related fields are surfaced on the detail page, and fields can be archived when no longer needed. Charts showing field distributions are now available on each AI Field detail page. The Data Agent also now supports behavioral and contact profile skills: you can ask the agent about purchase patterns, engagement history, or profile attribute distributions directly in chat, and the agent will query your data and surface the answer without requiring you to write SQL.

The Data Agent is available to select organizations. Contact your account manager for activation details.

Chats: New AI Conversational Experience

All Simon AI agents now share a redesigned conversational interface with persistent history, a full-screen layout, and a results panel for structured output. Chats are saved automatically and accessible from the left sidebar, organized by recency, so you can return to any prior thread and continue where you left off. When an agent uses a tool (running a query, building a segment, pulling a report) the result appears in a panel alongside the chat rather than interrupting the conversation flow. Chats can be started within a Project, giving the agent relevant campaign context without you needing to restate it each session. Learn more about Simon AI Chat.

Projects: Beta

Projects are Simon's workspace for organizing campaign context, assets, and reporting around a marketing goal. Create a Project by describing your objective in plain language, and associated content (templates, content blocks, and AI Fields) is surfaced directly within the Project.

Projects provide shared context for all conversations within Simon AI Chat. When you start a conversation inside a Project, the chat already understands your campaign objective. The Content Agent uses it as a creative brief, the Moment Agent uses it to inform trigger recommendations, all without you needing to restate it each session. Multiple conversations can run in parallel within a single Project for teams working across different workstreams.

Projects is in beta. Contact your account manager for availability.

Improved

• The Schema Builder now takes less time to load.
• In the Flow Builder, when editing Jinja (custom context) on a channel action or data feed, we now load the sample contact's profile attributes in parallel and display data live as it comes back from Snowflake. Previously, the old behavior was to show a loading spinner until all sample fields had been fetched, which took a very long time.

Improved

• Journeys Pausing: Just in time for peak season, you can now Pause and Unpause Journeys in your Simon account!

• Additional Metadata added to Data Hub: Expand any row in the Data Hub to see additional stats and insights about your field, such as distribution of values, null value count and percentage, as well as total number of records.

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.

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  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.

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  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.

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  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.