ActiveCampaign declares ‘the days of classic marketing automation are over’
ActiveCampaign lays out its vision for autonomous marketing, and AI agents are central to the game plan.
ActiveCampaign used its Fall 2025 Innovations Keynote to showcase its AI capabilities and its vision for autonomous marketing, which includes over 25 AI agents that work continuously to assist marketers.
The company previously introduced its Active Intelligence workspace, where users receive suggestions from context-aware AI agents focused on outcomes, understanding what works, and proactively searching for new opportunities.
ActiveCampaign views its approach to AI and agents as a paradigm shift. Many marketers are familiar with agentic AI, where people give instructions to agents. But ActiveCampaign’s vision for autonomous marketing flips that script, with agents supplying information to users.
“The way we think about it, the days of classic marketing automation are over, and that’s a good thing,” ActiveCampaign’s chief product officer, Chai Atreya, told MarTech. “Classic marketing meant slogging through endless campaigns and spending hours and hours just to get a simple campaign out the door. The way we see it, the world has shifted.”
ActiveCampaign’s new agents aim to help marketers with tasks like segmentation, personalization, goal setting, channel selection, campaign migration and more. One of the company’s goals is to integrate its AI capabilities into the tools and moments where marketers work, helping them move faster.
Atreya said ActiveCampaign wanted to do more than sprinkle AI features into its platform. Instead, the company aimed to go deeper into the user experience.
ActiveCampaign’s users fall into three primary personas: agencies, small business owners and marketers. Each group often suffers from a lack of resources and staff, which means AI and agents will help them scale their marketing efforts in ways that weren’t previously possible—including identifying insights and informing users of next-best actions.
Other recent releases from ActiveCampaign include an MCP server, WhatsApp integration and an AI-powered brand kit.
Dig deeper: How to make email automations work as hard as you do
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