ActiveCampaign declares 'the days of classic marketing automation are over' | MarTech

"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."

""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."

ActiveCampaign presented a vision of autonomous marketing powered by more than 25 continuously operating AI agents that proactively assist marketers. The Active Intelligence workspace delivers context-aware, outcome-focused suggestions and actively searches for new opportunities. The approach shifts from instruction-driven agents to agents supplying information and next-best actions. Agents target segmentation, personalization, goal setting, channel selection, campaign migration, and other campaign tasks while integrating into existing tools and workflows to accelerate execution. Primary users include agencies, small business owners, and marketers who often lack resources; AI agents aim to help scale efforts and surface actionable insights. Recent releases include an MCP server, WhatsApp integration, and an AI-powered brand kit.

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