AI has been part of our lives for a while now, and many professionals already trust it in their day-to-day work. In marketing automation, some AI features are changing the way teams interact with customers, making campaigns more relevant, timely, and effective.
This article explores AI capabilities built into modern marketing automation platforms — the ones that marketers rely on every day to plan smarter, move faster, and deliver better results.
AI-powered analytics
Built-in analytics and business intelligence (BI) features have come a long way in modern marketing automation platforms, and they continue to evolve. Today, it’s not just about tracking metrics; it’s about giving marketers real-time AI-enhanced insights that guide decisions and shape workflows.
With access to detailed dashboards, teams can monitor high- and low-performing campaigns, track key KPIs, and break down performance by lifecycle stage, channel, or funnel step. These AI-powered insights help marketers identify trends, spot issues early, and automatically trigger the next best action, whether that’s adjusting content, changing a segment, or launching a new journey.
Best moment engagement
This feature allows marketing automation tools to identify the optimal moment to engage each individual customer. Timing can be based on various data points, including inbox activity, time zone, past interactions, and overall behavioral patterns.
Many platforms offer basic predictions, such as when a customer is most likely to check their email. But more advanced systems take it further, analyzing behavioral trends like shopping habits or engagement patterns throughout the week.
With this level of insight, marketers can trigger messages at just the right moment, when customers are most likely to notice and respond. The result is more relevant communication, better customer experience, and stronger conversion performance.
Omnichannel orchestration: Best engaging communication channel
The days of bombarding customers with emails, push notifications, SMSs, WhatsApp messages, and pop-ups all at once for a single campaign are, thankfully, behind us.
Modern marketing automation platforms now support AI-powered omnichannel orchestration — a feature that identifies the most effective communication channel for each individual, based on their behavior and preferences.
For example, if someone usually opens emails on Mondays but prefers WhatsApp later in the week, the platform will automatically choose the channel accordingly.
This shift has not only improved user experience but has also led to noticeably higher conversion rates for brands that use it.
Predictive models
Many predictive models have been presented by multiple tools in recent years. One of the most crucial tools for improving strategic planning has been the introduction of predictive models based on segmentations.
Predictive models analyze quantitative and qualitative historical and real-time data, such as past behavior, purchase history, and email interactions, to identify trends and formulas to forecast future outcomes.
Instead of relying on fixed rules to define segments and getting back a basic numeric result, marketers now have deeper insights at their fingertips. This allows them to take action earlier—before a drop in engagement, churn, or missed opportunity occurs.
Some platforms even offer highly accurate predictions of conversion rates, customer lifetime value, or churn risk for specific segments. With this level of insight, strategists can quickly respond through journeys, triggers, or targeted campaigns, improving performance across the board.
AI-enhanced dynamic content for personalized experiences
Dynamic content allows marketers to personalize parts of an email based on recipient data, such as location, gender, purchase history, or behavior — all within a single template. Traditionally rule-based, this feature is now evolving with AI.
More advanced marketing automation platforms use AI to decide which product, message, or layout to show, based on real-time behavior patterns and historical data. Instead of relying on static rules, the system learns which content performs best for each subscriber, turning personalization into a continuous data-driven process.
This AI-enhanced dynamic content is commonly used in campaigns like product recommendations, abandoned cart reminders, and location-based offers. It helps marketing teams scale relevance across audiences without adding production time and makes every email feel more timely, personal, and effective.
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