Product changelog and announcements

Starting October 5, 2026, paid support customers can reach Twilio through live chat for help with Segment and all Twilio platform applications and products.

The Segment Conversation Memory Integration is now in GA. You can now sync long-term customer profile data, like identity and lifetime value, from Segment into the sub-second recall of Conversation Memory, enabling both AI and human agents to instantly access unified context during live interactions. This eliminates cold starts, reduces repetitive questions, and delivers highly personalized, continuous customer experiences across all channels.

The integration continuously syncs long-term customer profile data, such as identity and historical traits, from Segment directly into Conversation Memory. Customers configure this transfer using either "Memory Sync" to rapidly import their entire profile database or "Memory Destination" to target specific user cohorts via Segment Audiences. During setup, Segment profile traits and identifiers are mapped to corresponding semantic trait groups within a Memory Store. Once active, trait updates flow in real time, allowing AI or human agents to instantly query the Memory Store for up-to-date customer context during live interactions.

To get started, read the Segment Conversation Memory Integration | Twilio, and browse the Conversation Memory (Actions) | Twilio. 

We are excited to announce Private Beta support for Microsoft Fabric Data Warehouse across Profiles Sync and Reverse ETL (RETL)!

Microsoft Fabric is Microsoft’s flagship SaaS analytics platform built on a modern lakehouse architecture (OneLake). This new integration allows you to seamlessly bridge Segment’s customer data platform with Microsoft’s AI-ready data platform using low-cost Parquet/Delta lake storage paired with enterprise-grade compute performance.

What’s Included in Private Beta:

• Profiles Sync (Segment to Fabric): Sync identity-resolved profiles, traits, and events directly into your Microsoft Fabric Data Warehouse to power advanced analytics, retail media, and custom reporting.
• Reverse ETL (Fabric to Segment): Query and extract datasets, audiences, and clean room data directly from Fabric models to activate them across downstream marketing, CRM, and ad destinations.

Availability & Access:

This feature is currently available in Private Beta via backend enablement. If you are actively migrating to Microsoft Fabric and would like early access, please contact your account manager or customer success team to join the beta cohort.

We are excited to announce that Segment Profile Sync MERGE (Upsert) Query Support for PostgreSQL is now available in Private Beta.

Currently, profile updates in PostgreSQL data warehouses rely on a two-step "delete and insert" operation using staging tables. This update replaces that two-step flow with a single, consolidated MERGE statement that handles updates, inserts, and deletes in a single pass. By eliminating redundant database passes and reducing system strain, this optimization significantly improves profile sync speeds and reduces overall database load—helping high-volume workloads scale efficiently without falling behind during large batch syncs.

This feature is currently in private beta. If you are interested in enabling this feature for your workspaces with PostgreSQL connections, please reach out to your Customer Success Manager (CSM) or Segment Support.

Segment now offers Private Beta support for Databricks Delta Lake UniForm (Universal Format) within the Databricks storage destination.

This feature brings cross-engine interoperability to your lakehouse architecture. By automatically generating universal metadata (such as Iceberg) alongside your Delta tables, your underlying event data stored in Databricks can be queried directly by other warehouse engines without creating duplicate copies or building additional ETL pipelines.

How to Get Access

As this feature is currently in Private Beta, it is not enabled by default. To enable this functionality for your workspaces, please reach out to your Customer Success Manager (CSM) or contact the Segment Support team.

What’s New

• Destination UI Toggle: Once enabled for your workspace, turn UniForm Iceberg compatibility on or off directly within your Databricks destination settings tab.
• Automated Universal Metadata: Segment configures net-new event tables with UniForm metadata by default upon activation.
• Write Once, Query Anywhere: Land event streams once in Databricks while granting direct query access to external downstream engines, cutting storage costs and operational complexity.

How to Use (Once Enabled)

1. In Segment, navigate to Connections > Destinations > Storage and select your Databricks destination.
2. Under destination settings, switch the UniForm Iceberg toggle to On.
3. All net-new tables created by Segment moving forward will automatically carry UniForm metadata.

Note: The toggle applies to net-new tables created after activation. Existing tables can be updated directly in customers' Databricks instance.

About the destination
The Amazon Conversions API (CAPI) is the modern way to track conversions without relying on browser-based "pixels" or tags, which are increasingly blocked by privacy settings. By moving to the Conversions API, customers get server-to-server tracking. This means even if a user has an ad-blocker or a "cookie-less" browser, the conversion (like a purchase or sign-up) is still attributed back to the Amazon ad.

What does a user get

• Faster Time-to-Value: Out-of-the-box mappings for standard retail events (Add to Cart, Checkout, Lead) drastically reduce engineering setup time

• True Omnichannel Tracking: Customers can route conversion data from anywhere—web, iOS, Android, Fire TV, and even offline in-store purchases

• Privacy by Default: Automatic hashing and normalization ensure sensitive customer data remains secure and compliant before it ever leaves Segment

• Strategic Advantage: Segment is one of the earliest adopters of this capability, directly strengthening our broader partnership with Amazon
  
  Public documentation link

Segment Profile Sync previously operated as an append-only system, meaning when a user profile was deleted or an attribute was removed in Segment, those changes did not automatically carry over to a customer's connected data warehouse. To solve this compliance and data quality gap, Segment introduced Profiles Sync Deletions and Null Trait Propagation, transforming Profile Sync into a complete synchronization engine across supported warehouses like Snowflake, Databricks, BigQuery, Redshift, Postgres, and Azure. Profile Sync Deletions automatically removes all traces of a deleted user—including identifiers, traits, and event history—from all managed warehouse tables whenever a deletion request is triggered. Furthermore, if a deleted user ever returns to an app or website, the system automatically recognizes them as an entirely new entity with a fresh ID, preventing old deleted records from being resurrected or mistakenly linked to their new profile.

Alongside full profile removals, Null Trait Propagation ensures that when individual traits are cleared or reset in Segment, explicit null values are written to both raw tables and materialized views in the warehouse, preventing stale data from lingering in customer reports. To protect warehouse performance, these deletion tasks operate on an automated weekly cadence that efficiently processes bulk requests without disrupting standard incremental data syncs. Because these operations run directly on external, customer-owned database infrastructure, processing times depend on the client's warehouse environment and are explicitly decoupled from Segment's standard thirty-day GDPR deletion service level objective.

As this feature is currently in Private Beta, it is not enabled by default for all accounts. Customers interested in using Profiles Sync Deletions and Null Trait Propagation must reach out to our support team or their dedicated account representative or CSM to have it enabled for their workspaces.

Starting January 31, 2026, any new function customers create will default to Node.js v22. Existing functions will keep running on Node.js v18, and they'll only move to v22 when customers choose to redeploy them. 

Customers using the Braze Cloud Mode destination will gain access to Ecommerce Recommended Events through this major upgrade.

We are adding two new actions to the Braze cloud mode destination to support new E-commerce Recommended Events in this integration:

1. Ecommerce Event (multi product)
2. Ecommerce Event (single product)    

Supporting these events provide a more robust and structured approach to tracking e-commerce interactions, purchases, and customer behavior in Braze.Note- The Braze Cloud Mode destination is already in GA, but the new ecommerce actions and presets are labelled with (beta).

Link to API Documentation, here

We’re preparing to say goodbye to classic Journeys in Q2 2027 as we focus on bringing you even more possibilities with the new Journeys experience. Starting June 25, 2026, you won’t be able to create or edit classic Journeys, but existing campaigns will keep running until end-of-life in Q2 2027.

The new Journeys is all about giving you access to more powerful tools to make reaching your audience even more effective. Here’s just a sample of what you can expect:

• React to customer moments in real time: Event-Triggered Journeys let you respond instantly to actions like cart abandonment, new signups, or onboarding milestones. You'll create timely, relevant experiences that drive results.

• Personalize with richer context: Pull in detailed data from your data warehouse, including loyalty status, purchase history, and cart contents, to make every message feel tailored to each customer's unique journey.

• Build with an intuitive, powerful builder: We've completely redesigned the interface to make mapping, analyzing, and optimizing your campaigns more straightforward and efficient.