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Email marketing continues to evolve, and artificial intelligence has emerged as a game-changing force in the industry. According to the State of Email 2025 report, AI in email marketing saw a dramatic increase, with 72.5% of marketers incorporating AI into their strategies in 2024 – up from 48% in 2023.
This surge reflects a fundamental shift in how marketers approach email campaigns, driven by the need for better efficiency and personalization. The dramatic 24.5% increase in adoption over just one year signals that AI has moved beyond experimental status to become a core component of successful email marketing strategies
The impact on efficiency, operations and creation
The most significant benefit reported by marketers is increased operational efficiency. According to the report, 36.6% of respondents cited improved efficiency and automation as their primary gain from AI implementation. Email Service Providers have responded to this demand by integrating AI-powered tools for content generation, subject line creation, and advanced segmentation capabilities.
“As more email marketers leverage AI to improve relevance, personalization, testing, efficiency, and content, the expectations from recipients will increase. Embrace AI or risk falling short of those expectations,” said Phil Newton from G2, in the report.
The report reveals that content creation has emerged as a primary use case for AI in email marketing. Specifically, 22.64% of marketers now use AI to generate email copy, while 20.6% leverage it for crafting subject lines. This adoption reflects a growing trust in AI’s ability to produce relevant, engaging content.
“If you’re using AI for email copywriting, even if you’re doing some heavy, detailed prompting, be careful to not rely on it heavily,” advised Asma from Netcore Cloud Inc. “You’d risk sounding generic with no personality. Always ensure the last round of checks in AI-generated copy is to sense check for your brand tone.”
Read next: How to streamline your AI workflow
Addressing quality concerns and implementation challenges
Despite the growing adoption, challenges remain. The report found that 29.17% of marketers who haven’t adopted AI cite poor content quality as their main concern. This hesitation highlights the importance of proper AI implementation and human oversight.
“I would advise email marketers not to shy away from AI because of some preconceived notions of it creating low-value content. With good prompts, generative AI tools can craft extremely impactful emails and even personalize them for your audience,” said Ghulman Hussain, Content Manager at OSHA Online Center. “The trick is to create a system where you combine your strengths with those of these tools.”
Successful AI implementation in email marketing requires a balanced approach. The report highlights several key strategies that marketers should consider:
- Start with clear objectives for AI implementation. Be aware of common issues.
- Maintain human oversight of AI-generated content
- Use AI for data analysis and segmentation
- Focus on personalization using AI insights
- Regularly test and refine AI outputs
One crucial aspect emerging from the report is the importance of maintaining the human element in AI-powered email marketing. While AI excels at data analysis and automation, the human touch remains essential for strategy and creativity.
Looking toward the future
As we move further, the role of AI in email marketing will likely continue to expand. The report indicates that integration of AI with other marketing technologies is becoming more seamless, and applications are moving beyond basic content generation to more sophisticated uses.
For email marketers considering AI adoption, the message is clear: AI has moved from an optional tool to a necessary component of competitive email marketing strategies. The key to success lies in thoughtful implementation that combines AI’s efficiency with human creativity and strategic oversight.
