ActiveCampaign is expanding its Active Intelligence capabilities with new agent-to-user AI and AI personalization features.
The new capabilities expand on ActiveCampaign’s vision for an AI-enabled approach to marketing automation for SMBs.
Benchmark your campaigns against your peers
ActiveCampaign’s new AI Performance Intelligence continuously analyzes campaign and automation performance against billions of signals across the platform, identifying what is outperforming, what is underperforming and why.
This capability will alert marketers when their campaign performance is better or worse than that of other campaigns in their sector, using ActiveCampaign. The AI will also pinpoint the specific creative, timing, and audience factors driving the lift.
ActiveCampaign’s AI will also send alerts when content performance drops as part of a new AI Content Optimization feature, which will also recommend adjustments to improve performance.
AI Performance Intelligence is the future of autonomous marketing, said Chai Atreya, ActiveCampaign’s chief product and technology officer. It uses real-time intelligence signals from campaigns and automations and requires no user prompting.
Marketers accustomed to using popular LLMs like ChatGPT and Claude for help with content and email subject lines, for example, will now be able to get recommendations backed by context in ActiveCampaign.
“Yes, ChatGPTs and Claudes will have the broad context, but the deeper insightful elements, by industry, by vertical, by tool… only a specialized, well-thought-out, in-depth platform can solve for that, specifically for marketer personas, specifically for your brand, specifically looking at your past campaigns and what has worked and what has not worked,” Atreya told MarTech. “Unlocking all of that, and then making it something that you’re not setting up all the time — that is the delight that AI should unlock, otherwise you’re throwing the problem back at the user.”
The goal is for ActiveCampaign users to stay within the platform and rely on Active Intelligence to proactively support their work at a scale that wasn’t possible when they relied on external AI tools.
“[Marketers] are now able to optimize their campaigns at scale using AI as an ideation platform, a strategy platform, otherwise you’re constrained by the human ability to fine-tune contact by contact or A/B testing of your campaigns,” Atreya said.
New AI personalization features
With its new AI Behavior Customization, ActiveCampaign is introducing custom AI instructions that let users configure how Active Intelligence operates across the platform.
Users will define their company’s brand voice, priorities and strategic preferences once, and the AI will apply those instructions everywhere, including recommendations, campaign creation and automations. Hence, outputs consistently reflect how the business actually markets.
Agencies that use ActiveCampaign can apply and manage these AI behaviors across all of their accounts, tailoring intelligence to each client.
“For partners, this provides the ability to further productize the unique expertise of their clients via the AI customization profiles,” Atreya said. ActiveCampaign is also providing governance and trust controls for AI Behavior Customization.
Overall, Atreya said the response from ActiveCampaign users to its Active Intelligence capabilities has been very positive, and the company sees that as an indication it is on the right track.
“There really is strong value at the grassroots level that our customers are seeing, and that is what is leading us to go down the path of ‘That was just the starting point,’” he said.