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June 2026

Introducing FirstHive Spark (v3) — and Eddie, Your AI Agent

Today we’re introducing FirstHive Spark, the third major generation of the platform — and Eddie, FirstHive’s agentic AI layer, live for the first time. Spark rebuilds core parts of ingestion, transformation, governance, and activation, and puts Eddie in the middle of it: an agent that builds segments from plain English, generates on-brand content, and gates its own irreversible actions behind human approval.

This is the first in what will now be a fortnightly release notes series, replacing our previous monthly release notes — going forward, expect a new update every two weeks covering what’s newly available, what’s improved, and what’s fixed. Because this is a new series, this edition also serves as a full baseline: everything live on the platform today, not just what’s new in Spark (v3).

Here’s everything live in Spark (v3) today.

What’s New

Eddie — FirstHive’s AI Agent

Natural Language Segment Builder

Build rule-based and behavioral segments from a plain-English prompt — Eddie translates intent into segment logic.

What This Means for You:

  • Faster segmentation: describe an audience in a sentence instead of assembling conditions manually.
  • Lower skill barrier: non-technical marketers can build precise segments without knowing the underlying schema.

Human-in-the-Loop Workflows

Approval gates pause irreversible Eddie-driven actions — mass journey enrollment, large segment activation, data deletion — for human review before execution.

What This Means for You:

  • Safety by default: nothing irreversible ships without a person signing off.
  • Full auditability: every gated action is logged for review.

Vertical Knowledge Graph

A vertical-specific semantic layer mapping industry KPIs, entities, and regulatory context so Eddie understands domain intent, not just schema.

What This Means for You:

  • Smarter answers: Eddie reasons in your industry’s terms (retail, BFSI, insurance, etc.), not generic CDP fields.
  • Better guardrails: domain and regulatory context inform what Eddie will and won’t do.

Text Content Generation

Generate on-brand marketing copy across Email, SMS, WhatsApp, and RCS from a prompt.

What This Means for You:

  • Faster campaign creation: draft channel-ready copy in seconds.
  • Consistent brand voice: content generation is tuned to your brand guidelines.

HTML Generation

Generate ready-to-send HTML email and landing page templates from a prompt.

What This Means for You:

  • No dev dependency: marketers can produce polished, ready-to-send templates directly.
  • Faster time-to-send: skip the design/build cycle for standard campaign templates.

Data Ingestion & Collection

Historical Data Import API

A dedicated bulk-ingestion endpoint for backfilling historical event and profile data during onboarding, separate from the real-time ingestion path.

What This Means for You:

  • Cleaner onboarding: bring years of historical data in without disrupting live ingestion.
  • Complete profiles from day one: new tenants start with full history, not just go-forward data.

SFTP Bulk Import

Deliver large-scale customer data files via SFTP for enterprise ETL pipelines that can’t move to presigned-URL upload.

What This Means for You:

  • Enterprise-friendly: works with existing SFTP-based ETL infrastructure, no pipeline rework required.
  • Reliable bulk delivery: built for large file volumes.

Data Processing & Transformation

Derivation Service

A rules-driven engine for deriving computed customer attributes centrally, so every downstream segment and journey reads a consistent value.

What This Means for You:

  • One source of truth: computed attributes (e.g., CLTV tier, RFM score) are calculated once and reused everywhere.
  • Fewer inconsistencies: segments and journeys can no longer drift from slightly different local calculations.

Platform Governance

Audit / Activity Logs

User-level audit logs generated for all platform activities.

What This Means for You:

  • Full traceability: see who did what, and when, across the platform.
  • Easier compliance reviews: activity history is available on demand, not reconstructed after the fact.

Data Encryption at Rest

AES-256 encryption for all customer data at rest across storage, database, and backup layers.

What This Means for You:

  • Stronger data protection: customer data is encrypted everywhere it’s stored, including backups.

Data Encryption in Transit

TLS 1.2+ encryption for all data in transit across ingestion, API, and internal service layers.

What This Means for You:

  • End-to-end protection: data is encrypted in motion, not just at rest.

Activation

Template Management

Template management capabilities to drive reuse of brand templates across Email, SMS, RCS, WhatsApp, Mobile Push, and Web Push.

What This Means for You:

  • Consistency at scale: reuse approved templates across every channel instead of rebuilding per campaign.
  • Faster campaign setup: start from a template library rather than a blank canvas.

Personalization

Database attribute, event, entity, or upload-based content personalization.

What This Means for You:

  • More relevant messaging: personalize content using whichever data source fits the use case — profile attributes, live events, entity data, or uploaded lists.

Service Notifications

A transactional and service communication channel for account, security, and operational notifications, distinct from marketing campaigns.

What This Means for You:

  • Clear separation: critical transactional messages no longer compete with marketing sends for deliverability or governance.

Analytics & Reports

Service Notifications Report

Reporting on delivery and engagement for transactional and service notification sends.

What This Means for You:

  • Visibility into critical sends: track delivery and engagement for service notifications the same way you would a campaign.

Also Live in Spark (v3)

Beyond what’s new above, here’s the rest of the platform that’s fully available today, carried forward and hardened in Spark (v3):

Data Ingestion & Collection

  • Real-time Streaming APIs — High-throughput streaming data ingestion with sub-second latency and auto-scaling capabilities.
  • Batch Data Processing — Scheduled and on-demand batch processing with support for large file formats and data validation.
  • Shopify Connector — Ingest orders, customers, and product information from Shopify store.
  • Pre-built Source Connectors — 150+ pre-built connectors for popular data sources including CRMs, marketing platforms, and databases. 700+ through partners.
  • Change Data Capture (CDC) — Real-time capture of database changes for immediate data synchronization and processing.
  • Mobile SDK — Lightweight data collection for mobile behavioral and activity/events data.
  • Web SDK — Lightweight data collection for web behavioral and activity/events data.
  • Tag Manager — Tag Manager capable of triggering multiple tags and setting logic for events capture and web elements management.

Identity Resolution & Profile Management

  • Deterministic Identity Matching — Exact matching across known identifiers like email, phone, and customer IDs with 99.9% accuracy.
  • Probabilistic Identity Matching — ML-powered fuzzy matching for incomplete or varying data with configurable confidence thresholds.
  • Real-time Profile Updates — Instant profile updates as new data arrives with conflict resolution and merge rules.
  • Cross-Device Identity Graph — Advanced cross-device tracking and identity resolution using machine learning algorithms.

Data Processing & Transformation

  • Snowflake Data Sharing — Enable data sharing between FirstHive CDP and client Snowflake.
  • Data Tagging — Enable data tags/labels to add natural language context to data.
  • Raw Data Access — Enable raw data access for client analytics users via replica RDS, S3, Snowflake access.

ML Models

  • Predictive Recommendations — Predictive recommendations for affinity to campaign channel, time, and content.
  • Look-alike Segmentation — Build audiences that mirror the behavioral traits of a seed segment.
  • Predictive Segmentation — ML-driven segments that update as customer behavior evolves.
  • RFM Cohort — RFM-based customer cohort modelling.

Platform Governance

  • MFA — Multi-Factor Authentication.
  • IDP Integration — Single Sign-On integration with client Identity Provider.
  • ISMS ISO 27001 Controls — ISMS ISO 27001 controls.
  • ISMS ISO 27018 Controls — ISMS ISO 27018 controls.
  • SOC 2 Type II Compliance — SOC 2 Type II compliance.
  • RBAC — Role-Based Access Control to manage user and role management.
  • Consent Management — Consent management for communication channels, configurable on a brand x channel framework.
  • Segment Archival — Ability to archive or unarchive unused or inactive segments.
  • Data Retention Policy — Retention policy compliance as a data processor, per the Data Processing Agreement.
  • Forget Me Policy Compliance — Compliance with data subject rights under GDPR / CCPA / DPDP.

Activation

  • Rule-Based Segmentation — Rule-based segmentation across database attributes, events, intelligent attributes, and tags.
  • Email Campaign — Ability to create and execute personalized email campaigns.
  • ESP Integrations — OOTB integrations with multiple Email Sending Providers.
  • SMS Campaign — Ability to create and execute personalized SMS campaigns.
  • SSP Integrations — OOTB integrations with multiple SMS Sending Providers.
  • WhatsApp Campaign — Ability to create and execute personalized WhatsApp campaigns.
  • WhatsApp Integrations — OOTB integrations with multiple WhatsApp aggregators.
  • RCS Campaign — Ability to create and execute personalized RCS campaigns.
  • Mobile Push Notifications — Ability to create and execute personalized mobile push campaigns.
  • Voice Campaign Integrations — OOTB integrations with multiple voice and IVR campaign aggregators.
  • MAPI Campaign — Integration with Meta Marketing API for pushing WhatsApp marketing messages via the Meta Ads UI.
  • Web / Browser Push — Ability to create and execute web push campaigns targeted by visitor user-agent.
  • Audience Bridge — PII Based — Push PII-based audience cohorts to destinations.
  • Audience Bridge — Non-PII — Push non-PII-based behavioral audience cohorts to destinations.
  • Meta Subscriber Sync — Sync of WhatsApp consent-backed subscriber cohort with Meta for targeting.
  • Meta Conversion Sync — Sync conversion data with Meta for ads optimization and attribution.
  • Journey Automation — Configure automated campaign journeys via a no-code UI.
  • A/B Campaigns — Execute A/B campaigns to optimize conversions.
  • Campaign Scheduler — Schedule campaigns basis a particular time or frequency.
  • Journey Scheduler — Schedule journeys basis a particular time or frequency.
  • Audience Bridge Scheduler — Schedule audience sync with any destination at a pre-configured frequency.
  • Real-Time Campaign — Create and execute real-time event-triggered campaigns/journeys.
  • Exclusion List Management — Add email IDs or mobile numbers to exclusion lists to filter from campaigns.
  • Domain Exclusion — Add specific domains to exclusion criteria to filter recipients on that domain from email campaigns.
  • Honeypot Tracking — Default addition of a honeypot URL to email campaigns to filter out bot engagement.
  • Blackout Period — Queue or suppress campaigns triggered during a DND or blackout period.
  • Short URL — Short URL creation for tracking clicks at an individual recipient level.
  • Vanity URL — Short brand-specific URL creation for tracking clicks at an individual recipient level.
  • Send to Unique — Ensure a single message is delivered to a contact vector in a campaign.
  • Ignore Master Unsubscription — Ignore the unsubscription list and send regulatory communications.
  • Add CC/BCC to Emails — Copy or blind-copy a specific or personalized email for executed campaigns.
  • UTM CTA Link Tagging — Call-to-Action link UTM tagging for attribution.
  • Preview & Test — Preview and test a campaign prior to execution.
  • Advanced Personalization — Personalization of content blocks basis a recipient-specific vector.
  • Touch Frequency Threshold — Set a frequency cap for communication received via a Sender ID to a contact vector.
  • Test & Control — Set a control group against a journey for lift measurement.
  • Conversion Attribution — Attribute conversions against a journey.

Analytics & Reports

  • Campaign Analytics Report — Reporting on campaign analytics and performance.
  • Customer Profile Dashboard — Comprehensive view of a unique customer profile.
  • Opt Out Dashboard — Report showing customers who have unsubscribed from email campaigns and the campaign that triggered it.
  • Campaign Summary Reports — Summary of performance of single-channel, named campaigns executed.
  • Account Usage Summary — Summary of license, consumables, and usage for an account.
  • Site & Mobile Analytics — Detailed behavioral analytics across website and mobile apps integrated with FirstHive.
  • Visitor Log — Visitor-level view of site/app visit.
  • Real-time View — Real-time view of activity on your web or mobile properties.
  • Pages — Page-level engagement and performance view.
  • Events — Actions on web or mobile properties, captured in a Category > Action > Name framework.
  • Transitions — Analytics showing page-level transitions on your website/app.
  • Performance — Performance metrics for key pages.
  • User Flows — Visualize visitor flows across pages.
  • Acquisition Channels — Reporting on acquisition of visitors/users.
  • Campaigns Acquisition — Acquisition of visitors via campaigns.
  • Goals — Define goals to track conversions.
  • Attribution — Deploy multiple attribution models on assigned goals to determine conversion impact.
  • IP to Location Mapping — View visitor location city basis IP address captured.
  • Configurable Site/Mobile Analytics Dashboard — Configure default views or add/remove widgets on the web/mobile analytics dashboard.
  • Segment Visualization — View key segment-level metrics in terms of reachability and preferences.

More Spark (v3) capabilities — including expanded event ingestion, the refreshed 5-entity data model, SQL Lab, agentic analytics, and the Partner & Marketplace platform — are on the roadmap and will be announced as they go live in upcoming fortnightly releases.

For technical support, contact techsupport@firsthive.com.