AI has been a key driver in the transformation of marketing practices, with the introduction of generative AI (GenAI) now accelerating the number of ways in which artificial intelligence is used within the field. This chapter reviews the evolution of generative AI and its applications in email marketing, covering:

  • AI and marketing: What benefits do GenAI solutions offer email marketers?
  • AI and copywriting: GenAI tools can be used to craft copy for most elements of an email, from compelling subject lines to propulsive calls to action. How can marketers ensure they get the most out of tools such as ChatGPT?
  • Prompt writing: The ability to write an effective prompt is central to generating great copy using GenAI. What are key elements to include in a prompt, and five ways marketers can help GenAI nail the brief on the first draft?