Conviva has overhauled its analytics platform as competition intensifies to measure consumer behaviour across websites, apps, and emerging AI agents.
The US-based company said that its updated Digital Product Insights service offers what it describes as the first “native” measurement of interactions spanning traditional digital products and AI-driven conversations. The move comes as businesses scramble to understand how consumers navigate increasingly unstructured, agent-led experiences.
The release introduces four features aimed at replacing conventional web analytics tools, which Conviva argues are no longer suited to nonlinear journeys or AI-driven interfaces.
Pattern Analytics automatically maps actual user behaviour across every session, abandoning pre-set journeys in favour of data-derived pathways tied directly to outcomes such as purchases, bookings, or resolved support queries.
Predictive Intelligence evaluates customer segments, campaigns, device performance, and feature usage to identify the strongest outcome drivers, generating ranked recommendations for teams to act on.
Cohort Replay replaces individual session replays with representative replays for groups sharing similar behavioural or technical traits, allowing teams to verify emerging patterns and identify points of friction.
Nexa, a natural-language interface, enables staff to query the platform and build dashboards or investigate behavioural trends in real time.
Conviva said the suite provides an end-to-end view of consumer experience across digital surfaces and AI agents, surfacing signals of delight, confusion, or fatigue. It prioritises opportunities by likely business impact, aiming to give companies a more predictable route to growth.
The launch builds on Conviva’s recent placement as a Visionary in the 2025 Gartner Magic Quadrant for Digital Experience Monitoring, recognition the company said supports its positioning in what it calls the “Agentic era”, in which AI agents play an increasingly central role.
“As AI agents become central to digital experiences, reliability and outcomes matter more than ever,” said Joe Inzerillo, Executive Vice President and Chief Digital Officer at Salesforce. “Conviva provides an additional lens into how consumers move through our website and agent interactions, helping us deepen our understanding of emerging patterns.”
Stuart Brown, Head of E-Commerce at Virgin Wines, said the technology aligned with his team’s ambition to make online shopping feel more personal and seamless. “We need analytics that don’t just measure what happens but reveal the behavioural and technical reasons why,” he said, adding that Conviva’s approach was helping remove friction and improve performance.
Conviva argues that traditional analytics tools struggle with AI agent interactions, which are inherently dynamic and cannot be mapped in advance. By examining real sessions and adapting as behaviour changes, the platform links patterns to milestones such as checkout, payment, or resolution. It then quantifies where teams should intervene, reducing reliance on ad hoc dashboards or one-off session replays.
The company said product teams can use the tool to validate experiments and prioritise improvements, marketing teams can track post-campaign behaviour and uncover high-value segments, and AI agent teams can correlate satisfaction with conversation efficiency and outcome quality.
“Static funnels are dead. Predictable customer journeys are an illusion,” said Keith Zubchevich, Conviva’s Chief Executive. “Enterprises can see and respond to the real-time patterns that define every customer interaction. This is the foundation of modern digital business.”
The enhanced Digital Product Insights service is available in public beta, with general availability expected within 90 days.
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