{"id":66499,"date":"2023-04-07T08:00:00","date_gmt":"2023-04-07T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=66499"},"modified":"2025-06-27T14:38:17","modified_gmt":"2025-06-27T18:38:17","slug":"email-debrief-ai","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-debrief-ai","title":{"rendered":"Email Debrief: Do Email Marketers Need AI?"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_63014b1d79210c3be3fe4fb5de8e0f9f\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">Welcome back to our monthly blog series where I, your humble Senior Community Evangelist, recap our latest Litmus Talks and note key takeaways (and offer a few thoughts of my own) to occupy your precious brainspace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This month, I\u2019m sharing my thoughts on our dive into Artificial Intelligence (AI) marketing services in \u201c<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/ai-in-email-marketing.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Do Email Marketers Need AI?<\/span><\/a><span style=\"font-weight: 400;\">\u201d Hosted by\u2026 well, I suppose I was hosting this one, wasn\u2019t I? I was joined by <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/matt-byrd-49a4a914\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Matt Byrd<\/span><\/a><span style=\"font-weight: 400;\">, creator of the AI subject line tool, <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/subjectgeni.us\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Subjectgeni.us<\/span><\/a><span style=\"font-weight: 400;\"> and Head of Growth at <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/homepace.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Homepace<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on for highlights and key takeaways (or jump ahead!):<\/span><\/p>\n<table style=\"background-color: #eaeef0;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\"><strong>Table of contents<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#what\"><span style=\"font-weight: 400;\">What do we mean by \u201cAI\u201d?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#why\"><span style=\"font-weight: 400;\">Why are we talking about AI now?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#needs\"><span style=\"font-weight: 400;\">What underlying marketing needs are AI tools trying to meet?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#where\"><span style=\"font-weight: 400;\">Where do AI tools not meet the hype?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#questions\"><span style=\"font-weight: 400;\">What are the questions we should ask ourselves about AI services?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#tldr\"><span style=\"font-weight: 400;\">Logan\u2019s final thoughts<\/span><\/a><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"what\">What do we mean by \u201cAI\u201d?<\/h2>\n<p>AI is the use of computers, machine learning and algorithms<span style=\"font-weight: 400;\"> to perform tasks that previously could only have been accomplished by human intelligence.<\/span><\/p>\n<p><strong>AI tools fall into two broad categories:<\/strong><span style=\"font-weight: 400;\"> machine learning and generative production.<\/span><\/p>\n<ul>\n<li><strong>Machine learning<\/strong><span style=\"font-weight: 400;\"> is processing a mass of data to make predictive models (think recommendation engines) that identify patterns or improve performance<\/span><\/li>\n<li><strong>Generative production<\/strong><span style=\"font-weight: 400;\"> also involves processing a lot of data, but it uses that data as a learning model to then mimic and produce new data.<\/span><\/li>\n<\/ul>\n<h2 id=\"why\"><span style=\"font-weight: 400;\">Why are we talking about AI now?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">AI tools have been around for a while, but have <\/span>mostly gone the machine learning route<span style=\"font-weight: 400;\"> and have also mostly focused on an enterprise-level customer base.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Two AI tools accelerated the conversation in 2022: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/openai.com\/product\/dall-e-2\" target=\"_blank\" rel=\"noopener\"><b>DALL-E<\/b><\/a><span style=\"font-weight: 400;\"> and <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/openai.com\/blog\/chatgpt\" target=\"_blank\" rel=\"noopener\"><b>ChatGPT<\/b><\/a><b>. <\/b><span style=\"font-weight: 400;\">Both made AI services <\/span>broadly accessible to the general public<span style=\"font-weight: 400;\"> for the first time.<\/span><\/p>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\"><span style=\"font-weight: 400;\">\ud83d\udca1 Essentially, this makes us part of the <\/span><b>world\u2019s largest beta test.<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"needs\"><span style=\"font-weight: 400;\">Which underlying marketing needs are AI tools trying to meet?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Few\u2014if any\u2014email marketers ever have enough time. Many of these tools seem aimed at <\/span><strong>trying to save time through reducing effort.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Email is complex. The phrase, \u201cJust send an email\u201d is a joke in the email community because of all the steps required before we hit send. AI services <\/span><strong>hold potential for reducing the complexity.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, AI tools\u2014for better or for for worse\u2014will allow marketers to do more with less because of the previous points, <\/span><strong>possibly decreasing the cost of sending.<\/strong><\/p>\n<h2 id=\"where\"><span style=\"font-weight: 400;\">Where do AI tools not meet the hype?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Generative AI tools have already demonstrated <\/span><strong>a distinct tendency to reinforce racial and gender biases and stereotypes<\/strong><span style=\"font-weight: 400;\"><strong>,<\/strong> such as <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/futurism.com\/the-byte\/chatgpt-recommendations-airport-security-racist\"><span style=\"font-weight: 400;\">ChatGPT suggesting higher security risk scores to citizens of Syria or Afghanistan when asked how to improve air travel safety<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/petapixel.com\/2022\/11\/09\/new-tool-allows-users-to-see-bias-in-ai-image-generators\/\"><span style=\"font-weight: 400;\">StableDiffusion only showing white men when asked to produce an image of a CEO<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ul>\n<li><strong>Frequent factual errors have been noted<\/strong><span style=\"font-weight: 400;\"> by users of ChatGPT, because the data it has been trained upon has not been fact-checked.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Copy produced by generative AI <\/span><strong>can come across as generic<\/strong><span style=\"font-weight: 400;\">, lacking a distinct voice.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Image generators are also able to <\/span><strong>replicate copyrighted images<\/strong><span style=\"font-weight: 400;\">, which is clearly problematic.<\/span><\/li>\n<\/ul>\n<h2 id=\"questions\"><span style=\"font-weight: 400;\">What are the questions we should ask ourselves about AI services?<\/span><\/h2>\n<ul>\n<li><strong>Will AI services take my job?<\/strong><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> Automation and industry have been having all the variations of this conversation over the centuries, and it\u2019s not a question with a neat, binary answer like, \u201cyes, they will take your job,\u201d or, \u201cno, they won\u2019t.\u201d Jobs will change as a result of these services existing, but they are unlikely to replace any jobs outright. What is more likely is that the use of these will allow companies squeeze more productivity out of smaller head counts, for better or for worse.<\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Is the proliferation of AI marketing tools inevitable? <\/b><span style=\"font-weight: 400;\">Not universally, and we\u2014collectively as a community\u2014get a say in which tools become normalized and which are relegated. We\u2019ve seen a number of innovations in our industry (*cough* <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-trends-amp-for-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AMP for email<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> *cough*) that seemed like they would transform the landscape and have been niche use cases instead.<\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Which types of these AI tools seem the most helpful?<\/b><span style=\"font-weight: 400;\"> Overall,<\/span> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">AI tools that can help iterate, aggregate, or automate seem like the best fits for our industry. Those help minimize the tedious and time-consuming aspects of the work, and mostly tend to fall on the machine learning side of the AI spectrum, as well as services like <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/subjectgeni.us\/\" target=\"_blank\" rel=\"noopener\">Subjectgeni.us<\/a> that are generative but work within distinctly limited parameters.<\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Which types should we be skeptical of for the time being? <\/b><span style=\"font-weight: 400;\">Generative AI services seem mired in potential legal grey areas, produce factual errors, or outright reinforce racism and sexism. In fact, there\u2019s now an open letter signed by pre-eminent AI researchers, AI developers, and tech leaders asking for a pause on further development until adequate regulations can be implemented.<\/span><\/li>\n<\/ul>\n<h2 id=\"tldr\"><span style=\"font-weight: 400;\">Logan\u2019s final thoughts<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In summary, your humble recapper would say that there\u2019s plenty to be enthusiastic about when it comes to AI tools (like using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ai-email-workflow\" target=\"_blank\">AI in email workflow<\/a>), specifically those that could help us automate the less-stimulating and more effortful parts of email marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those types of services could free us up to focus on the creative and strategic work that does enliven us and benefits more from our direct involvement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the much-hyped generative AI services are worth keeping an eye on, their current lack of regulation and evident beta-status means that mistakes of many sorts are not just possible, but probable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Above all, let\u2019s be mindful of what we say yes to using\u2014we\u2019ve worked very hard to have the complexity and effort of our labor as email marketers, designers, and developers valued more highly. Let\u2019s keep it that way.\u00a0<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_8edb0bd134e685861439d34dddfee811\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/video-icon.png\" alt=\"\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Do Email Marketers Need AI?<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Watch the replay of the virtual event, &#8220;Do Email Marketers Need AI?&#8221; featuring Litmus&#8217; Logan Sandrock Baird and Matt Byrd (Subjectgeni.us, Homepace).<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/ai-in-email-marketing.html\">\n\t\t\t\t\t\tTune in\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>In this blog post, we take a closer look at AI in email marketing\u2014including it&#8217;s pitfalls, benefits, and opportunities for the future.<\/p>\n","protected":false},"author":25,"featured_media":64939,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10268,9363],"blog_category":[10306],"class_list":["post-66499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-campaign-planning","tag-email-marketing-strategy","blog_category-email-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Email Debrief: Do Email Marketers Need AI? 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