{"id":70946,"date":"2026-02-03T14:44:38","date_gmt":"2026-02-03T19:44:38","guid":{"rendered":"https:\/\/www.litmus.com\/?p=70946"},"modified":"2026-02-03T14:44:40","modified_gmt":"2026-02-03T19:44:40","slug":"guide-to-ai-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing","title":{"rendered":"How to Use AI in Email Marketing in 2026"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_58677ded3c2b2a33e458064ba3865e11\" 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<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li><strong>AI is reshaping\u00a0email\u00a0marketing workflows\u2014but\u00a0it\u2019s\u00a0still a tool, not a strategist.<\/strong><span data-contrast=\"auto\">\u00a0Generative AI has dramatically accelerated\u00a0email\u00a0production, from content creation\u00a0to analysis, but its real value lies in supporting repetitive, data-heavy tasks, not replacing human judgment, creativity, or empathy.<\/span><\/li>\n<li><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><strong>The strongest AI use cases are grounded in data, not guesswork<\/strong>.<\/span><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">\u00a0From unifying fragmented customer data to\u00a0identifying\u00a0engagement patterns,\u00a0optimizing\u00a0send times, and powering personalization at scale, AI excels when\u00a0it\u2019s\u00a0trained on high-quality first-party data and used to inform marketing decisions.<\/span><\/li>\n<li><strong><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">Responsible AI use requires active oversight and ethical intent.<\/span><\/strong><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">\u00a0Vetting vendors,\u00a0monitoring for bias, protecting customer data, and reviewing AI-generated copy and imagery are essential. AI can amplify existing problems just as easily as it can solve them if left unchecked.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Artificial intelligence is what every\u00a0email\u00a0geek is talking about right now. (Hello from the human writing this piece! If\u00a0I had a dollar for every time I read the word \u201cAI\u201d on the internet\u00a0I\u2019d\u00a0be lounging on a yacht in St. Tropez with Beyonce right now, but alas, onward with\u00a0email.)<\/p>\n<p>The thing with AI is that it can be used in so many different ways\u00a0that\u00a0it\u2019s completely upending the traditional\u00a0email\u00a0marketing workflow.\u00a070% of\u00a0email\u00a0marketers\u00a0we talked to for the\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\">State of\u00a0Email\u00a0Report 2025\u00a0<\/a>say that up to half of their\u00a0email\u00a0marketing operations will be AI-driven by the end of 2026.<\/p>\n<p>But as exciting as this new frontier is,\u00a0it\u2019s\u00a0brought to surface a multitude of legal, ethical, and social concerns that\u00a0have yet to be addressed with AI as it stands today.<\/p>\n<p>So,\u00a0what\u2019s\u00a0the \u201cright\u201d way to use\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-state-of-ai-in-marketing-for-today-and-the-future\/\">AI in\u00a0email\u00a0marketing<\/a>? In this blog post,\u00a0we\u2019ll\u00a0examine\u00a0the ways\u00a0email\u00a0marketers\u00a0can incorporate generative AI into their\u00a0email\u00a0programs while adhering to some guiding principles that come back to what matters the most:\u00a0your audience.<\/p>\n<h3 aria-level=\"2\">Table of contents<\/h3>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#ai-email\">What is AI in email?<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#reshaping\">How generative AI is reshaping email marketing<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#ai-regulations\">How is AI regulated today?<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#best-uses\">How to use AI for email marketing<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#responsibly\">How to use AI in email responsibly<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#get-started\">Get started using AI for email<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#get-started\">How to get started using AI for email<\/a><\/li>\n<\/ul>\n<h2 id=\"ai-email\" aria-level=\"2\">What is AI in\u00a0email\u00a0marketing?<\/h2>\n<p>AI in\u00a0email\u00a0is the use of artificial intelligence to concept, create, or execute\u00a0email\u00a0marketing campaigns. Most of the AI\u00a0that\u2019s\u00a0used in\u00a0email\u00a0marketing falls into the \u201climited memory\u201d category, which\u00a0we\u2019ll\u00a0talk about in a moment.<\/p>\n<p>\u201cAI\u201d is a bit of a catch-all term, especially\u00a0when\u00a0we\u2019re\u00a0talking about marketing automations or\u00a0email\u00a0marketing.\u00a0AI isn\u2019t actually that new.\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.ibm.com\/history\/watson-jeopardy\">Remember when IBM\u2019s\u00a0Watson beat Jeopardy! champion Ken Jennings?\u00a0<\/a>But what changed is the release of\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/openai.com\/product\/dall-e-2\">DALL-E 2<\/a>\u00a0and\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/openai.com\/blog\/chatgpt\">ChatGPT<\/a>\u00a0in 2022. Since then, AI has been widely available to the public,\u00a0making us part of what\u2019s\u00a0basically the\u00a0world\u2019s largest beta test.<\/p>\n<p>Our current understanding of artificial intelligence is still \u201cnarrow,\u201d meaning\u00a0it\u2019s\u00a0designed for a specific task, or range of tasks, rather than producing thought. When ChatGPT responds to your input,\u00a0it\u2019s\u00a0just putting together words that often go together\u2014it\u2019s\u00a0not actually thinking&#8230;yet.<\/p>\n<figure id=\"attachment_122723\" aria-describedby=\"caption-attachment-122723\" style=\"width: 512px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-122723\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/AI-types.png\" alt=\"Modern understanding of AI from basic algorithms to strong AI\" width=\"512\" height=\"157\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/AI-types.png 512w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/AI-types-300x92.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-122723\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/mind-simulation.com\/en\/blog\/tech\/modern-ai-classification-on-the-way-to-the-strong-ai.html\">Mind Simulation<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Within the narrow-strong spectrum, AI can be categorized into four main types, based on functionality.\u00a0What\u2019s\u00a0changing now is that\u00a0we\u2019re\u00a0moving beyond basic algorithms and machine learning to generative functionality that unlocks so much more opportunity for\u00a0email\u00a0marketers. Each one of these types has relevant applications for\u00a0email\u00a0marketing:<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-122722\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/AI-applications.png\" alt=\"chart showing the four types of AI\" width=\"512\" height=\"399\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/AI-applications.png 512w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/AI-applications-300x234.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Reactive<\/strong>:\u00a0Reactive AI algorithms can respond to various\u00a0inputs, but\u00a0lack memory-based functionality to learn from\u00a0previous\u00a0encounters. (This means they lack the ability to use past experiences for decision-making.) These algorithms are one of the oldest and most basic forms of AI systems. Examples include spam filters, chatbots, or product recommendation engines.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Limited memory<\/strong>:\u00a0The next level is limited memory AI. It encompasses the capabilities of reactive AI with the added ability to temporarily store data from past experiences, allowing it to\u00a0leverage\u00a0historical data for decision making. Limited memory AI is what powers a wide array of contemporary AI applications. This includes:\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/marketing\/types-of-ai\">Generative AI tools<\/a>\u00a0(e.g. ChatGPT), self-driving cars, and virtual assistants.<\/li>\n<\/ul>\n<p>The remaining two types\u00a0don\u2019t\u00a0actually exist\u00a0today:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><strong>Theory of mind<\/strong>:\u00a0Theory of mind AI refers to the capability of algorithms to attribute mental states to the entities they interact with. It has yet to be fully\u00a0developed, but\u00a0is paving the way for emotionally intelligent robots that resemble humans in conversation. These AI systems will make decisions based on understanding and remembering emotions, adapting their behavior accordingly during interactions.\u00a0Think\u00a0human-like robots.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><strong>Self-aware<\/strong>:\u00a0Self-aware is the\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/bernardmarr.com\/understanding-the-4-types-of-artificial-intelligence\/\">most advanced type of\u00a0AI<\/a>\u00a0and usually what we see in sci-fi flicks like\u00a0<em>Her<\/em>\u00a0or\u00a0<em>2001: Space Odyssey<\/em>. As the name suggests,\u00a0it\u2019s\u00a0an AI that has evolved to be on par with human\u00a0intelligence, so much that it\u2019s self-aware.<\/li>\n<\/ul>\n<p>When we talk about the kind of artificial intelligence\u00a0that\u2019s\u00a0making an impact on\u00a0email, though,\u00a0we\u2019re\u00a0usually talking about generative AI.<\/p>\n<h2 id=\"reshaping\" aria-level=\"2\">How generative AI is reshaping\u00a0email\u00a0marketing<\/h2>\n<p>Let\u2019s\u00a0focus on the main type of AI that\u00a0email\u00a0marketers\u00a0use:\u00a0generative applications. Our survey for the\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/state-of-email-design.html\">State of\u00a0Email\u00a0Design<\/a>\u00a0report found copy creation tools to be more popular than image-only tools, with the conversational model of ChatGPT appealing to most\u00a0email\u00a0marketers.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-79832 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/AI-Platforms-IG-693x1024.jpg\" alt=\"Chart of the top AI platforms used for email\" width=\"693\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/AI-Platforms-IG-693x1024.jpg 693w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/AI-Platforms-IG-203x300.jpg 203w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/AI-Platforms-IG-768x1135.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/AI-Platforms-IG-1039x1536.jpg 1039w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/09\/AI-Platforms-IG.jpg 1136w\" sizes=\"(max-width: 693px) 100vw, 693px\" \/>\n<p><span data-contrast=\"auto\">Source:\u00a0<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/p\/CvxNM_RMpd1\/?img_index=2\"><span data-contrast=\"none\">Litmus\u2019 2023 State of\u00a0Email\u00a0Design<\/span><\/a><span data-contrast=\"auto\">, as seen on\u00a0<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/p\/CvxNM_RMpd1\/?img_index=2\"><span data-contrast=\"none\">Instagram<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">ChatGPT: 51%<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Copy.ai: 22%<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Scalenut: 19%<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Anyword: 18%<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">DALLE-2: 16%<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Jasper: 14%<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">In 2025,\u00a0we saw a 340% increase in marketers using\u00a0genAI\u00a0for tasks like copy and image generation, personalization, analyzing campaign performance, and A\/B testing.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-119709\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/AI-use.png\" alt=\"Chart showing the most impactful uses of AI for email marketing in 2025\" width=\"1000\" height=\"870\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/AI-use.png 1000w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/AI-use-300x261.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/AI-use-768x668.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>\n<p>&nbsp;<\/p>\n<p>More than anything, the use of AI is speeding up the\u00a0email\u00a0workflow. Case in point: When we asked\u00a0email\u00a0marketers\u00a0about their\u00a0email\u00a0processes for\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\">our annual State of\u00a0Email\u00a0survey in 2024<\/a>, 62% of teams said they needed two weeks or more to produce a single\u00a0email. That number in 2025? It dropped to only 6%. \ud83e\udd2f<\/p>\n<p>That makes it much, much easier to get\u00a0emails out the door. In fact, global send volumes are at an all-time high.<\/p>\n<figure id=\"attachment_122642\" aria-describedby=\"caption-attachment-122642\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-large wp-image-122642\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/Global-email-sending-volumes-1024x476.jpeg\" alt=\"Global email sending volumes from July 2023 through December 2024\" width=\"1024\" height=\"476\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/Global-email-sending-volumes-1024x476.jpeg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/Global-email-sending-volumes-300x139.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/Global-email-sending-volumes-768x357.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/01\/Global-email-sending-volumes.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-122642\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/2025-email-deliverability-benchmark-report\/\">2025 Validity Email Deliverability Benchmark Report<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\">But this speed comes with its own consequences. According to Validity\u2019s<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/2025-email-deliverability-benchmark-report\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\">\u00a02025 Deliverability Benchmark Report<\/span><\/a><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\">, we\u2019re seeing a downstream impact of using AI on inbox placement, partially because mailbox providers\u00a0have added their own AI features like summaries or annotations, and partially because AI has made it so much easier for spammers to send\u00a0emails that it\u2019s eroding trust in legitimate senders and making ISPs tighten up their protections.<\/span><\/p>\n<h2 id=\"ai-regulations\" aria-level=\"2\"><span data-contrast=\"auto\">How is AI regulated today?<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:360,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Right now, AI is so new and moving so quickly that lawmakers are struggling to keep up. When you think about the regulations that apply to\u00a0email\u00a0marketing, though,\u00a0it\u2019s\u00a0more about data privacy and protection for consumers and less about the use (or not) of AI in a marketing context.\u00a0Here\u2019s\u00a0what you need to know:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th scope=\"col\" width=\"20%\">Region or Country<\/th>\n<th scope=\"col\" width=\"20%\">Applicable Laws<\/th>\n<th scope=\"col\" width=\"60%\">Action Items<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>The E.U.<\/td>\n<td>EU Artificial Intelligence Act<\/td>\n<td>While the act mostly applies to AI developers, it follows similar legislation like GDPR in establishing clear data privacy rules for consumers and reducing bias with advertising targeting (e.g., job ads).<\/td>\n<\/tr>\n<tr>\n<td>The United States<\/td>\n<td>Federal and state-level AI-related legislation<\/td>\n<td>While there are no specific AI-related laws at the federal level, existing laws are being applied to AI use. For example, the Federal Communications Commission declared that using AI-generated, pre-recorded voices falls under the Telephone Consumer Protection Act (1991).<\/p>\n<p>Additionally, states like Arkansas, Colorado, California, and Montana have passed AI legislation.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>(*Remember,\u00a0we\u2019re\u00a0just humble\u00a0email\u00a0geeks and not lawyers, so please consult legal advice when it relates to these kinds of regulations.)<\/p>\n<p>There are many, many more legal protections in the proposal\u00a0stage\u00a0around the world in an effort to put guardrails on developers to prevent data mishandling, bias, and discrimination. While\u00a0we\u2019re\u00a0all still\u00a0in the process of figuring\u00a0out what regulations we should implement around AI, the conversations around what is legal and ethical in the industry are happening, and\u00a0there\u2019s\u00a0more to come. The takeaway is essentially that it will\u00a0probably end\u00a0up being regulated more in the U.S., but the how, when, and where remain to be seen.<\/p>\n<h2 id=\"best-uses\" aria-level=\"2\">How to use AI for\u00a0email\u00a0marketing campaigns<\/h2>\n<p>When we think about AI, we often jump straight to copy and imagery\u2014and those are certainly\u00a0great use\u00a0cases. But honestly? The best ways to use AI right now fall under repetitive, data-driven tasks, rather than taking over your creative direction.<\/p>\n<p>Here\u2019s how successful marketing teams are using AI right now:<\/p>\n<h3>1. Mine your email\u00a0list for insights that power a customer-centric\u00a0email\u00a0marketing strategy<\/h3>\n<p>AI is best at continuously\u00a0identifying\u00a0patterns in massive amounts of unstructured data in real-time.\u00a0You\u00a0know, the kind of task that would take hours of staring at your ESP\u2019s exported spreadsheets to figure out? If\u00a0you\u2019re\u00a0struggling with first-party data or\u00a0don\u2019t\u00a0have systems that integrate and match third-party data easily, AI can help you bridge the gap.<\/p>\n<p>When\u00a0you\u2019re\u00a0talking to your customers in a lot of\u00a0different places\u2014website,\u00a0email, social media, and so on\u2014you end up with a lot of different data streams. Some of them might include incomplete or incorrect information.\u00a0Maybe one\u00a0subscriber only\u00a0volunteered\u00a0her contact information over\u00a0email\u00a0but not on her account profile. Or someone else made a typo during account creation on the website or created and abandoned multiple separate accounts over the years. AI can help unify this customer data into one place for sales, marketing, and customer support.\u00a0This way,\u00a0you can see a more holistic profile of each person that interacts with your business and then ask AI questions to find insights, patterns, and connections that reach across your disparate data streams.<\/p>\n<p>Once you\u00a0have AI connected to your customer data, you can ask it things like:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What types of content are most likely to convert a subscriber to a customer?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What topics do\u00a0email\u00a0subscribers engage with the most?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What questions do customers\u00a0have about our products?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What are the most common objections customers\u00a0have during sales calls?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What makes a customer leave our subscription or stop engaging with\u00a0emails?<\/li>\n<\/ul>\n<h3>2. Generate email\u00a0campaign ideas that subscribers will\u00a0engage\u00a0with<\/h3>\n<p>Training AI on your customer engagement data also allows you to find patterns on what kinds of\u00a0emails your subscribers already like to read. Between\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/apple-mail-privacy-protection-resources\">Apple\u2019s Mail Privacy Protection (MPP)<\/a>\u00a0making\u00a0opens difficult to use,\u00a0and AI summaries in Gmail significantly reducing\u00a0read time and clicks, AI can help you figure out\u00a0what\u2019s\u00a0actually working\u00a0using\u00a0email\u00a0and browsing behavior.<\/p>\n<p>Ask AI to be \u201can\u00a0email\u00a0marketing expert,\u201d in addition to\u00a0feeding it\u00a0data and your\u00a0persona\u00a0information. Then, you can prompt it to give\u00a0you\u00a0ideas like:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What campaign ideas should I implement based on these existing\u00a0email\u00a0sequences?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What kinds of\u00a0special offers\u00a0and deals tend to deliver the best conversion rates?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">What kinds of\u00a0email\u00a0campaigns\u00a0have the highest engagement?<\/li>\n<\/ul>\n<p>This\u00a0shouldn\u2019t\u00a0replace your A\/B testing, but it can give you broader information on a category level about how your\u00a0emails perform so you can double down on the strategies that work best.<\/p>\n<h3>3. Hyper-personalize your email marketing campaigns to maximize conversions<\/h3>\n<p>How do you get a stranger to open your\u00a0email, how do you make them read it, and how do you make sure they click through to\u00a0your website, asset, or special offer?\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/whats-the-best-time-to-send-email-we-analyzed-billions-of-email-opens-to-find-out\">When should you be sending your marketing\u00a0emails<\/a>, and how\u00a0<a rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\/5681-frequency-of-emails-a-week\">many is too many, or not enough<\/a>? These are answerable questions for any one customer, but there\u2019s the rub: every individual customer has different answers to them.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-117919\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-1024x599.jpeg\" alt=\"Pie chart from Litmus' State of Email report showing which personalization strategies marketers find most effective: segmentation (most), dynamic content, personalized subject lines, location-based personalization, and behavior-based triggers (least).\" width=\"1024\" height=\"599\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-1024x599.jpeg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-300x176.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-768x450.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>We already know that personalization is key to making your\u00a0email\u00a0marketing campaigns work, but\u00a0have you seen\u00a0what\u2019s\u00a0on\u00a0email\u00a0marketers\u2019 to-do lists?\u00a0There\u2019s\u00a0no way you could personalize each\u00a0email\u00a0to your\u00a0email\u00a0list without a little help. A well-trained AI learns what your users like and can help you create content that speaks directly to those preferences. It learns both from data you already\u00a0have and from every interaction moving forward.<\/p>\n<p>For example, it will know if Customer A has an existing internet service product and is responsive to upsells or add-ons relevant to that product. AI can add them to (or create) the\u00a0appropriate customer\u00a0segment for that sort of content automatically, without the marketer needing to comb through individual customer data to do it manually. It might also learn if Alice only responds to content featuring\u00a0special offers\u00a0or recommendations, enabling your marketers to use generative AI to quickly create content that speaks to that preference.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/blog-mamas-and-papas-10082024.png\" alt=\"\" \/><\/div>\n\n<p>For example, in this dynamic\u00a0email, AI uses a personalized image to grab the recipient\u2019s attention and encourage them to\u00a0shop\u00a0their Black Friday deals.<br \/>\nIt also saves time by helping marketers\u00a0build\u00a0personalized\u00a0content\u00a0at\u00a0scale. Instead of needing to write 10 versions of an\u00a0email\u00a0for 10 different audiences, a marketer can write one version, then use AI to tailor a version of it for each audience or\u00a0add in\u00a0dynamic content.<\/p>\n<h3>4. Optimize your\u00a0email\u00a0send time and frequency based on subscriber preferences<\/h3>\n<p>Predictive AIs are now in many ESPs, which can\u00a0identify\u00a0when customers\u00a0have historically been most responsive to\u00a0email\u00a0and tailor send\u00a0times\u00a0so\u00a0your\u00a0emails reach them at the best possible time. It can also detect patterns and\u00a0report\u00a0if some customers are seeing too many (or too few) messages, so your marketers can adjust the frequency of their outreach.<\/p>\n<p>From there, they can suggest, test, and refine different subject lines and strategies. They also quickly figure out:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"13\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">When each customer is most likely to respond to an\u00a0email.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"13\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Which\u00a0customer\u00a0needs\u00a0a steady drip of marketing to keep them\u00a0engaged.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"13\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Which\u00a0customers\u00a0are better off being left alone for a while between each message.<\/li>\n<\/ul>\n<p>AI turns\u00a0email\u00a0marketing at scale from largely a guessing game into an exact science, and a fairly low-effort one at that.<\/p>\n<h3>5. Automate time-consuming manual tasks and simplify email\u00a0production workflows<\/h3>\n<p>Automating time-consuming and monotonous tasks frees up your marketing and sales teams to focus on big picture ideas, long-term strategy, and conversions, instead of spending hours per day combing through data or plotting out\u00a0email\u00a0send-times customer by customer.<\/p>\n<p>You can use AI to\u00a0templatize\u00a0your work more quickly, including copy, image, and coding notes that exist in\u00a0almost every\u00a0campaign. (I mean, who wants to spend hours writing alt text when you could be drafting the next big State of\u00a0Email\u00a0report?)<\/p>\n<p>That goes for production, too. AI can help with basic code and\u00a0de-bug\u00a0your code more quickly. Not only does this process take a ton of time,\u00a0it\u2019s\u00a0also\u00a0fairly monotonous\u00a0and boring to do.<\/p>\n<p>Voila, AI makes it take significantly less time, freeing up your developers to do more fun stuff with their\u00a0emails. For example, in this dynamic\u00a0email, AI pulls in live updates about the weather in the subscriber\u2019s area. Doing something like this would take forever for\u00a0email\u00a0marketers\u00a0and\u00a0email\u00a0developers to pull off without the right tools:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/08\/Palisades-Tahoe-scaled.jpg\" alt=\"\" \/><\/div>\n\n<p>Good AI adjusts and retargets as it gathers new data. It\u00a0observes\u00a0customer behaviors to provide new and updated recommendations and insights based on those changing behaviors and can even forecast\u00a0likely future\u00a0behaviors.<\/p>\n<h3>6. Speed up feedback and approvals<\/h3>\n<p>Usually, with feedback and approvals, it goes something like this:\u00a0you send a test\u00a0email\u00a0and\u00a0forward\u00a0it to the group who needs to review it. (Or\u00a0send them a Litmus Proof, ahem ahem.) Either way, inevitably, someone from the reviewing\u00a0group\u00a0doesn\u2019t\u00a0just want to catch a typo but instead has various other eleventh-hour changes that put the\u00a0email\u00a0back at the drawing board.<\/p>\n<p>One way AI can help\u00a0free up\u00a0your employees is through\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/blog\/email-workflow\/\">flow orchestration<\/a>. Flow orchestration allows you to design multi-step processes that interact with multiple users and multiple systems. You can use it to create advanced approval processes, task lists for groups, or any other processes that require multiple interrelated steps.<\/p>\n<h2 id=\"responsibly\" aria-level=\"2\">How to use AI for\u00a0email\u00a0responsibly<\/h2>\n<p>What makes AI feel\u00a0icky\u00a0in an\u00a0email\u00a0marketing flow? When marketers forget to use their brains.<\/p>\n<p>AI is a tool, just like your ESP or an\u00a0email\u00a0marketing testing tool like Litmus.\u00a0It\u2019s\u00a0not a replacement for the best parts of your job as an\u00a0email\u00a0marketer, and it certainly\u00a0doesn\u2019t\u00a0know your audience better than you do. That means looking critically at the output you receive and paying attention to the input of any prompts and the quality of your data.<\/p>\n<p>Regardless of how\u00a0you use AI, remember: Trust your intuition and judgment.\u00a0Here\u2019s\u00a0how\u00a0we\u2019ve\u00a0approached adding AI into\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ai-email-workflow\">our\u00a0email\u00a0workflow her<\/a>e at Litmus:<\/p>\n<h3>1. Vet your vendors<\/h3>\n<p>First things first:<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/evaluate-ai-tools\">\u00a0vet your vendors<\/a>. When selecting a tool or service that\u2019s right for you, consider:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">How are they ensuring data security? Since AI systems often rely on personal data, what are they doing to protect user data to ensure\u00a0it\u2019s\u00a0private and secure?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">How are they ensuring data accuracy over time? What efforts are they making to continually\u00a0monitor\u00a0the accuracy of their data?<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">How much visibility will you\u00a0have? What large language models or data sets are they using? By getting visibility on this, you can better evaluate how much to trust the accuracy of the output.<\/li>\n<\/ul>\n<p>Having this basic knowledge will help you more confidently use AI in your email day-to-day.\u00a0Try to understand AI well\u00a0so you can easily explain to your colleagues, customers, and subscribers the benefits and shortcomings of your selected vendor (and AI, in general).<\/p>\n<h3>2. Check in regularly for bias and discrimination<\/h3>\n<p>Another important piece\u00a0is to\u00a0regularly evaluate your vendors for\u00a0bias\u2019\u00a0that may be present in their models.\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/enterprisersproject.com\/article\/2022\/11\/artificial-intelligence-ethical-use\">Responsible AI practices<\/a>\u00a0should\u00a0eliminate\u00a0biases that are inherent to the models on which their systems are trained. AI systems can\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/datatron.com\/real-life-examples-of-discriminating-artificial-intelligence\/\">generate unfair outcomes<\/a>,\u00a0leading\u00a0to the perpetuation of bias and discrimination.<\/p>\n<h4 aria-level=\"4\">Watch\u00a0out\u00a0for\u00a0email\u00a0imagery<\/h4>\n<p>Email marketers should be\u00a0very careful\u00a0when using generative AI for imagery. In 2022, researchers found DALLE-2\u2019s depiction of people to be \u201c<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.wired.com\/story\/dall-e-2-ai-text-image-bias-social-media\/\">too biased for public consumption<\/a>,\u201d with a strong tendency towards generating images of mostly white men by default, overly sexualized portrayals of women, and reinforcing racial stereotypes.<\/p>\n<p>Although\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/openai.com\/blog\/reducing-bias-and-improving-safety-in-dall-e-2\">OpenAI has implemented techniques<\/a>\u00a0to more accurately reflect a diverse population,\u00a0it\u2019s\u00a0still an imperfect work in progress.<\/p>\n<figure id=\"attachment_70953\" aria-describedby=\"caption-attachment-70953\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-70953 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/openai.jpg\" alt=\"OpenAI before-and-after example of what's generated from the prompt &quot;CEO&quot;\" width=\"1200\" height=\"546\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/openai.jpg 1200w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/openai-300x137.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/openai-1024x466.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/openai-768x349.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/openai-700x319.jpg 700w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-70953\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/openai.com\/blog\/reducing-bias-and-improving-safety-in-dall-e-2\" target=\"_blank\" rel=\"noopener\">OpenAI<\/a>.<\/span><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Another\u00a0watchpoint to keep in mind: AI-generated imagery is trained on\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/2023\/1\/16\/23557098\/generative-ai-art-copyright-legal-lawsuit-stable-diffusion-midjourney-deviantart\">billions of images from the web<\/a>. That includes artists\u2019 work\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/waxy.org\/2022\/11\/invasive-diffusion-how-one-unwilling-illustrator-found-herself-turned-into-an-ai-model\/\">without their consent or permission<\/a>. This is an\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/hbr.org\/2023\/04\/generative-ai-has-an-intellectual-property-problem\">intellectual property problem<\/a>\u00a0that may infringe on copyrights.<\/p>\n<p>Several instances\u00a0have occurred where creators and artists unwillingly found their work\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/kotaku.com\/ai-art-dall-e-midjourney-stable-diffusion-copyright-1849388060\">used to train a generative AI model<\/a>. While there\u00a0have been\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/2023\/1\/16\/23557098\/generative-ai-art-copyright-legal-lawsuit-stable-diffusion-midjourney-deviantart\">lawsuits against Stability AI and Midjourney<\/a>, regulation is still in its infancy.<\/p>\n<figure id=\"attachment_70954\" aria-describedby=\"caption-attachment-70954\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-70954\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/waxy.jpg\" alt=\"example of Hollie Mengert's artistic style being replicated by Stable Diffusion and DreamBooth\" width=\"1200\" height=\"629\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/waxy.jpg 1200w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/waxy-300x157.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/waxy-1024x537.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/waxy-768x403.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/waxy-700x367.jpg 700w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-70954\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/waxy.org\/\" target=\"_blank\" rel=\"noopener\">Waxy.org<\/a>.<\/span><\/figcaption><\/figure>\n<h4><\/h4>\n<h4 aria-level=\"4\">Watch\u00a0out\u00a0for\u00a0email\u00a0copy<\/h4>\n<p>Keep in mind, much like humans,\u00a0no\u00a0AI tool\u00a0is\u00a0perfect. Some\u00a0have been known to produce outputs that are nonsensical or offensive. If\u00a0you\u2019re\u00a0using generative AI to\u00a0help\u00a0write\u00a0copy, take this into account. Use it as needed, but exercise caution and sound judgment.<\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>Consumers are getting better at spotting AI-generated content\u2014aided by inconsistencies in tone, style, vocabulary, and occasional \u201cweirdness\u201d in images. While AI provides powerful tools for creating subject lines and email copy, marketers should have guardrails in place to maintain brand consistency and tone of voice.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/guy-hanson-linkedin.jpeg\" alt=\"Guy Hanson\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Guy Hanson<\/strong>\t<br><span class=\"quote-title\">VP of Customer Engagement at Validity<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/smarter-not-sneakier-the-right-way-to-use-ai-in-email-marketing\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<p>All in all, if\u00a0you\u2019re\u00a0using generative AI tools, we recommend you:<\/p>\n<h3>3. Be transparent<\/h3>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/smarter-not-sneakier-the-right-way-to-use-ai-in-email-marketing\/\">In a recent Validity survey<\/a>, they asked over 1,000 consumers if they\u2019re more or less likely to trust marketing\u00a0emails they knew were written by AI. Two in five said they are \u201csomewhat less\u201d or \u201cmuch less\u201d likely to trust these messages.<\/p>\n<p>Although lifting the marketing veil may seem counterintuitive, being transparent\u00a0with your audience ultimately leads to\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/are-you-investing-in-or-spending-your-email-subscribers-trust\/\">building trust<\/a>.\u00a0Incorporating a few words that inform subscribers about the use of AI can easily suffice.<\/p>\n<p>In a recent edition\u00a0of our\u00a0former\u00a0newsletter Litmus Weekly\u2014now called\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-news\">Litmus News<\/a>\u2014we used generative AI to\u00a0assist\u00a0with\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/foundations-of-email-copywriting\/\">email\u00a0copywriting<\/a>. We concluded the\u00a0email\u00a0with a simple acknowledgement, \u201cthis\u00a0email\u00a0was written using Jasper,\u201d weaving it into the copy as naturally as possible.<\/p>\n<figure id=\"attachment_70966\" aria-describedby=\"caption-attachment-70966\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-70966 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2023.05-How-to-do-AI-Right-Blog-Image-1-e1684264464665.png\" alt=\"example of an email crediting AI use\" width=\"1200\" height=\"876\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2023.05-How-to-do-AI-Right-Blog-Image-1-e1684264464665.png 1200w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2023.05-How-to-do-AI-Right-Blog-Image-1-e1684264464665-300x219.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2023.05-How-to-do-AI-Right-Blog-Image-1-e1684264464665-1024x748.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2023.05-How-to-do-AI-Right-Blog-Image-1-e1684264464665-768x561.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2023.05-How-to-do-AI-Right-Blog-Image-1-e1684264464665-700x511.png 700w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-70966\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-weekly\/\"><span style=\"font-weight: 400;\">Litmus Weekly<\/span><\/a><span style=\"font-weight: 400;\">. See the email on <a rel=\"noopener\" href=\"https:\/\/litmus.com\/scope\/rbaxskmpgpl3\" target=\"_blank\" rel=\"noopener\">Scope<\/a>.<\/span><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of an email from <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.nytimes.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The New York Times<\/span><\/a><span style=\"font-weight: 400;\"> that\u2019s a little more explicit:<\/span><\/p>\n<figure id=\"attachment_70970\" aria-describedby=\"caption-attachment-70970\" style=\"width: 900px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-70970 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2-e1684264433179.png\" alt=\"example of email crediting AI imagery\" width=\"900\" height=\"1265\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2-e1684264433179.png 900w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2-e1684264433179-213x300.png 213w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2-e1684264433179-729x1024.png 729w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2-e1684264433179-768x1079.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/05\/2-e1684264433179-700x984.png 700w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption id=\"caption-attachment-70970\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.nytimes.com\/\" target=\"_blank\" rel=\"noopener\">The New York Times<\/a>.<\/span><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>In the image caption, they specified that the image was produced with AI, even going as far to share the prompt and tool they used.<\/p>\n<p>If\u00a0you\u2019re\u00a0ever in doubt, give credit. A simple \u201cpowered by AI\u201d in your\u00a0email\u00a0can go a long way in fostering brand trust. Marketers should update their privacy policies to be clear about their AI use and change their preference centers to let subscribers control their exposure to these changes, and even to opt out altogether from receiving AI-generated messaging.<\/p>\n<h2 id=\"get-started\" aria-level=\"2\">Get started using AI for\u00a0email<\/h2>\n<p>AI presents its fair share of risks and challenges, but\u00a0it\u2019s\u00a0not the enemy. We, as the \u201chuman\u201d part of the AI equation, should be mindful practitioners, engaging with these tools fully aware of both their capabilities and imperfections.<\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>AI is powering more seductive subject lines, compelling copy, perfect product selections, and superior split testing\u2014which are all converging to deliver more engaged customers who can\u2019t wait to open their wallets. The big catch is that many of those customers don\u2019t want their marketing coming from machines\u2014they\u2019d rather deal with real people.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/guy-hanson-linkedin.jpeg\" alt=\"Guy Hanson\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Guy Hanson<\/strong>\t<br><span class=\"quote-title\">VP of Customer Engagement at Validity<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/smarter-not-sneakier-the-right-way-to-use-ai-in-email-marketing\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<p>In the same way no marketer would go back to passing around creative briefs on\u00a0paper,\u00a0email\u00a0isn\u2019t\u00a0going backward. As we look at the future with AI,\u00a0it\u2019s\u00a0important to remember what makes\u00a0email\u00a0the most personal, trusted marketing channel:\u00a0it\u2019s\u00a0humanity.<\/p>\n<p>What people miss in the use AI\/don\u2019t use AI debate is that automating repetitive tasks or data analysis with AI can unlock so much more personalization and humanity in our strategic approach, our copywriting, and leave room for the bells and whistles we love to put into our\u00a0email\u00a0designs.<\/p>\n<p><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\">Learn more about how Litmus can help you use AI for good &gt;\u00a0<\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/ai-emerging-email-technology\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\">https:\/\/www.litmus.com\/ai-emerging-email-technology<\/span><\/a><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\">\u00a0<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Explore how email marketers can use AI in their programs while adhering to guiding principles that go back to what matters most: your audience.<\/p>\n","protected":false},"author":25,"featured_media":70952,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10351,468,10264],"blog_category":[10306],"class_list":["post-70946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-design","tag-images","tag-subscriber-experience","blog_category-email-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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