Active Campaign Debuts Learning, Contextual AI Tool

Chicago-based marketing automation platform ActiveCampaign has launched Active Intelligence: Wavelength, which taps a business's account history, performance patterns and customer data to learn its individual context and feed it into data-based campaign decisions and customer experiences.

ActiveCampaign's software allows agencies, marketers and owners to build cross-channel campaigns 'in minutes', fine-tuning them with billions of data points to optimize results. In February, it acquired Feedback Intelligence, which provides an AI tool for analysing unstructured conversations.

Wavelength's context engine continuously reads a user's account, including what they've sent, what's worked, who's engaged, and what just changed on their site. This is combines with longer-term knowledge of the way the user's business functions, to produce recommendations reflecting its priorities, strategy and its customers' evolving behavior.

The company says marketers can use the tool to draft campaigns informed by their own account history, with 500+ data points behind every recommendation' to catch dead ends in automated journeys before contacts hit them; receive recurring insights and recommendations on a schedule they set and control; and tap into always-on competitive, industry, and website intelligence.

CPTO Chai Atreya (pictured) comments: 'The next step for AI in marketing isn't just spotting the right opportunity, it's acting on it right away. Wavelength performs more of the work on a marketer's behalf than anything we've shipped, and it does it grounded in each business' own data. That's what moves AI from something you consult to something you work alongside.'

Home page: www.activecampaign.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.