How will AI affect email and marketing automation?

AI will shift email and marketing automation from rule-based journeys to real-time, intent-driven orchestration across channels, content, and timing at scale. In 2026, teams use AI to generate and test subject lines, personalize offers, and predict next-best actions using first-party CRM and product-usage signals. JJ La Pata, Chief Strategy Officer at TSC, notes that “the competitive edge moves from building more workflows to earning more AI-selected moments of relevance.” Practically, this means measuring lift in outcomes like qualified pipeline and conversions, not just opens and clicks, and updating governance for data quality and brand safety.