Conviva adds AI pattern analytics to customer journeys

Conviva has unveiled an expanded version of its Digital Product Insights platform that measures how consumers move across apps, websites and AI agents in a single system, as software makers and brands adjust to more complex, AI-driven customer journeys.

The California-based analytics company said the upgraded product analyses both traditional click-based behaviour and conversational interactions with AI agents, and links them directly to outcomes such as purchases, bookings and resolved support requests.

Conviva positions the release as a response to the growth of AI agents at the front line of customer engagement, which has created more variable and less predictable digital journeys.

Behaviour over funnels

The new Pattern Analytics feature replaces fixed funnels and pre-defined journeys with automatically discovered behavioural patterns from every session. The product analyses sessions across sites, apps and agents. It then groups users into cohorts and associates each pattern with business milestones, such as add-to-cart, checkout, payment or issue resolution.

Cohort Replay offers a different approach to session recording. Instead of single-session playback, it surfaces representative replays for cohorts that share similar behavioural and technical characteristics. Conviva said this gives teams a way to visually validate patterns, investigate friction points and see the surrounding context behind key outcomes.

The platform also introduces Nexa, a natural-language interface that sits on top of Conviva's analytics environment. Nexa allows staff to ask questions and generate dashboards through text queries. Teams can query behavioural patterns, outcome drivers and emerging opportunities without specialist analytics training.

Predictive focus

Conviva has added a Predictive Intelligence layer that scans customer segments, campaigns, feature usage, device types and performance metrics. The feature identifies which factors most strongly affect outcomes and ranks these as priority areas for action.

The company said this approach replaces a reliance on static dashboards. It instead produces a list of issues and opportunities that it orders by likely business impact.

Conviva's platform uses stateful analytics and explainable AI models. It analyses signals such as intent, preferences, frustration cues and inefficiencies that are specific to each digital product or agent. The system then highlights areas that may need optimisation or further investment.

According to Conviva, this model is intended to give digital teams a way to reduce blind spots, make changes faster and pursue more predictable gains in growth, reliability and customer satisfaction.

Single experience view

Digital Product Insights aggregates experience data from different digital channels and presents a single view of how users behave and how AI agents perform. It tracks signals that suggest delight, confusion or fatigue. It also links those signals to business outcomes and allows teams to prioritise changes using outcome-based metrics.

The launch follows Conviva's recent placement as a Visionary in the 2025 Gartner Magic Quadrant for Digital Experience Monitoring, a segment that covers tools for measuring performance and customer experience across digital services.

Joe Inzerillo, EVP & Chief Digital Officer at Salesforce, said the rise of AI agents is changing how companies think about reliability and outcomes.

"As AI agents become central to digital experiences, reliability and outcomes matter more than ever. Conviva provides an additional lens into how consumers move through our website and agent interactions, helping us deepen our understanding of emerging patterns," said Inzerillo.

Retailers are also assessing the impact of more granular experience analytics. "Our ambition is to reinvent how people shop through experiences that feel personal and seamless. To do that well, we need analytics that don't just measure what happens but reveal the behavioral and technical reasons why, helping us remove friction, optimize performance, and create more effortless journeys. Conviva's approach to experience insights aligns with that vision and is helping us lay the foundation for what's next," said Stuart Brown, Head of E-Commerce at Virgin Wines.

Use across teams

Conviva is pitching the product to product, marketing and AI teams that work on consumer-facing digital services.

Product teams can use the platform to identify behavioural patterns linked to conversion, and compare releases and experiments against observed changes in those patterns. They can then decide which product improvements to prioritise based on measured business impact.

Marketing teams can track how audiences from different campaigns and channels behave once they land on a site or app. The system highlights high-value segments within those audiences. Marketers can then adjust spend and creative strategy in response.

AI agent teams gain insight into how conversational journeys correlate with satisfaction scores and resolution rates. They can see where agents improve outcomes and where they may contribute to abandonment or repeat contacts. Cross-channel patterns that span apps, sites and agents feed into design choices, prompt strategies and tooling decisions.

Conviva said Digital Product Insights begins with observed behaviour, rather than starting from an assumed customer journey. It learns from real sessions and conversations and adjusts as behaviour changes. Teams can examine specific segments of the journey, for example from add-to-cart to checkout, or from initial agent engagement to case resolution, and identify the steps or delays that affect results.

Keith Zubchevich, CEO of Conviva, said many existing tools do not reflect the current reality of digital engagement. "Static funnels are dead. Predictable customer journeys are an illusion," said Zubchevich. "With Conviva Digital Product Insights, enterprises can see and respond to the real-time patterns that define every customer interaction. This is the foundation of modern digital business, where experience, intelligence, and action are continuous, connected, and outcome-driven. It's how companies will grow, build trust, and stay relevant in the Agentic era. This isn't analytics as usual. It is analytics built for what's next."

Conviva said the enhanced Digital Product Insights is currently in public beta and is scheduled for general availability within 90 days.