ActiveCampaign expands its Active Intelligence capabilities with new user experience and AI 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 works best, what doesn’t and why.
This capability will alert advertisers if their campaign performance is better or worse than other campaigns in their field, using ActiveCampaign. AI will also identify specific creative, timing, and audience factors that drive promotions.
ActiveCampaign’s AI will also send alerts when content performance is declining as part of the new Content Optimization AI feature, which will also recommend adjustments to improve performance.
AI Performance Intelligence is the future of independent marketing, says Chai Atreya, ActiveCampaign’s chief product and technology officer. It uses real-time intelligence signals from campaigns and automation and requires no user input.
Marketers who used to use popular LLMs like ChatGPT and Claude for help with email content and subject lines, for example, will now be able to get context-driven recommendations from ActiveCampaign.
“Yes, ChatGPTs and Claudes will have a broad context, but the deep aspects of understanding, by industry, by position, by tool… only a special, well-thought-out and deep platform can solve that, especially market people, especially your product, especially looking at your past campaigns and what worked and what didn’t work,” In MarchTechre. “To unlock all of that, and then do something that you don’t always plan for – that’s the joy that AI has to unlock, otherwise you’re giving the problem back to the user.”
The goal is for ActiveCampaign users to stay within the platform and rely on Active Intelligence to support their work at a scale they couldn’t if they relied on external AI tools.
“[Marketers] now they are able to optimize their campaigns using AI as a platform of ideas, a platform of strategy, otherwise you are limited by the human ability to fine-tune contact by contact or A/B test your campaigns,” said Atreya.
New AI personalization features
With its new AI Behavior Customization, ActiveCampaign introduces custom AI instructions that allow users to configure how Active Intelligence works across environments.
Users will define their company’s brand voice, priorities and strategic preferences as well, and AI will apply those commands everywhere, including recommendations, campaign creation and automation. Therefore, the results consistently show how the business is marketing.
Agencies using ActiveCampaign can implement and manage these AI behaviors across their accounts, tailoring intelligence to each client.
“For our partners, this provides the ability to continue to produce unique technologies for their customers with customized AI profiles,” said Atreya. ActiveCampaign also provides governance and trust controls for AI Behavior Customization.
Overall, Atreya said the response from ActiveCampaign users to its Active Intelligence capabilities has been overwhelmingly positive, and the company sees that as an indication that it’s on the right track.
“There’s a lot of grassroots value that our customers see, and that’s what led us to go down the path of ‘That was just the beginning,'” he said.
