Fall 2025 brought one of ActiveCampaign’s most ambitious keynotes yet. Rather than incremental tweaks, the platform signalled a major shift: AI and agents are no longer optional extras; they're central. Here’s what was announced and what it means for users, marketers, and agencies.
1. Active Intelligence Becomes Standard Across All Plans
ActiveCampaign revealed that Active Intelligence will now be included on all subscription tiers. This means even lower-tier users will have access to AI orchestration and autonomous marketing capabilities.
Why this matters
- Previously, advanced AI and agent features might have been reserved for enterprise or top-tier users; now more users can benefit.
- Accelerated adoption: The barrier to testing AI tools lowers, potentially fostering more experimentation.
2. Deepening and Expanding Agentic (AI Agent) Features
ActiveCampaign is doubling down on “agentic” capabilities AI agents that act rather than just analyse.
What this could include
- Allowing AI agents to initiate tasks proactively (not just respond).
- Smarter decision-making or multi-step logic built into agents.
- Cross-channel coordination: an agent might decide whether to send SMS, WhatsApp, email, or a combination based on the individual contact
3. ActiveCampaign Truly Becomes OmniChannel
ActiveCampaign is reinforcing its multi-channel reach: with SMS and WhatsApp now available in Australia
Why is this significant
- Meet customers where they are: not everyone checks email first; WhatsApp or SMS might be more immediate.
- Unified tracking and attribution: having campaigns across channels inside one platform helps with coherent analytics.
- Agentic campaigns across channels: agents can pick the most effective channel dynamically for each individual.
4. Claude + MCP Server:
The keynote announced ActiveCampaign's MCP Server integration.
How they work together
- Claude serves as a large language model or reasoning engine, powering the intelligence behind agents, natural-language reasoning, content generation, etc.
- MCP Server (Marketing & Communications Platform server) connects your AI logic with your marketing data, message infrastructure, and integrations. It acts as the engine room behind agent decisions, data flow, triggers, and execution.
Strengths this pairing offers
- Better context: agents have access to full customer data and can reason with it.
- Flexibility: you can plug in new AI models or services via MCP.
Conclusion
ActiveCampaign is staking a claim in the domain of autonomous marketing. For users, this opens new paths of productivity but success will come from mastering your data, experimenting smartly, and keeping a close eye on how agents perform. Remember AI is still in its infancy, so human review and testing is a must.
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