Artificial Intelligence (AI) has been a game changer in marketing automation. With AI-powered tools in their toolbox, marketers can reduce manual work by automating time-consuming and repetitive tasks to improve efficiency and maximize efforts.

As well as the time-saving benefits, AI can enhance personalization across marketing campaigns. It can use customer data to analyze, predict and anticipate behavior to enhance lead qualification and enable better decision-making. 

The problem many marketers face is that, without technical knowledge, AI tools can feel overwhelming and setting them up correctly takes time. Ortto has simplified AI for marketers to enable them to have a better understanding of their audience, personalize campaigns and make quick, impactful decisions.

Ortto’s new AI features

To help marketers adopt AI in an accessible and impactful way, Ortto has released three new AI-powered features in its marketing automation platform: AI Filters, AI Decision and AI-Assisted Scores.

These features are designed to help marketers reduce manual effort, gain quick, data-driven insights and enhance audience targeting to create campaigns that drive results.

Let’s take a closer look at each feature: what it does, how it works, and how it can enhance marketing efforts.

AI Filters

AI Filters is designed to help marketers refine their filters. The more refined filters are, the more targeted and impactful customer journeys will be.

Filters are segments of audiences based on customer behavior, preferences and key indicators, that can be used to trigger specific actions or messages within a journey.

AI Filters makes building filters more accessible. Users can describe their audience using simple written or verbal prompts, rather than technical jargon.

For example, you can input a prompt like, “People who have opened an email in the past three months” or “People who work in a company with more than 50 employees” and the AI will generate the filter based on your instruction. You can then iterate the audience with additional natural language prompts or by making edits manually.

Filters can then be saved as audiences, which can be monitored over time or targeted directly, such as sending an email or SMS.

This new feature appears everywhere filters do — in the CDP, campaigns, and when filtering in reports. It simplifies the process of creating filters and is a huge time saver, meaning all Ortto users, regardless technical expertise, can get started creating their filters with no fuss.

AI Decision Shape

AI Decision Shape is designed to help marketers build a comprehensive journey faster than ever before. Simply describe the kinds of users you’re looking for or the kinds of actions they take, and the AI Decision Shape will generate the conditions for your journey.

For example, if you’re looking at incoming leads for your SaaS product and wanting to score leads so you can quickly decide how to act, you would prompt the AI Decision shape with a question like, “How likely is this lead to convert to a paid plan in the next three months?”. AI will look at the relevant context automatically create a condition based on historical and real-time behavior.

In this scenario, AI Decision will give the shape a title like ‘Likelihood of conversion’ and generate outcomes like ‘High likelihood’, ‘Medium likelihood’ and ‘Low likelihood’. Then, based on criteria and parameters, leads will be categorized and entered into respective paths. Your journey is then split effectively, meaning you can market to your audience in a highly personalized and impactful way. 

AI Decision Shape takes the guesswork out of creating impactful journeys to help you get your marketing campaigns up and running ASAP.

AI Enrichment

AI Enrichment is designed to eliminate the need to repeatedly configure condition shapes from scratch, meaning you can speed up the journey building process.

It uses AI to update fields using all the contextual information available (e.g., behavioral data or demographics). Then, fields can be used in multiple ways — for example, you can insert them directly into messages, use them for conditional logic inside emails, send them through internal notifications, or use them in static conditions. 

For example, when you’re building a journey, you can simply ask Orttos’s AI Field Update what the best channel and send time is for a particular contact, and then roll this out across multiple journeys, rather than recreating a condition every time.

Even better, when a new lead enters the system, Ortto AI Field Update will enrich the contact and score the lead based on available data, and suggest a course of action that will achieve the best outcome – for example, drafting an introduction email to the lead, or sending a Slack notification to the sales channel that they’ve entered the CDP.

AI Enrichment simplifies journey building, meaning you can spend less time configuring shapes and more time analyzing performance.

How Ortto’s new AI features will benefit marketers

Ortto’s new AI features enable marketers to effectively implement automation within their marketing workflows. By spending less time configuring automation rules, marketers can achieve more accurate targeting and act quickly.

Armed with AI, marketers can be more agile and adapt in tandem with their audience, while maintaining control over their workflows.

What the future holds for AI in marketing automation

AI has revolutionized the marketing industry, but it will continue to evolve over the months and years to come.

Already in 2025, AI has enhanced marketing automation to help marketers streamline operations and reclaim time back in their day. AI has also enhanced personalization, enabling marketers to improve customer experiences and make messaging more targeted, and that’s set to continue.

As AI evolves, expect to see more personalization, more predictive data, and a more harmonious integration between sales and marketing channels. It’s a truly exciting time to be in marketing.

Final word

For marketers, the question asked over and over is: “How do I target people the right way?”

Marketers no longer need to guess who their audience is, what they like, and how they like to be communicated with. AI is a powerful tool to help marketers speak to their audiences in a better way, and automate those messages.

AI Filters, AI Decision and AI-Assisted Scores are intuitive and accessible to all marketers, regardless of SQL and technical expertise, and can be experimented with while you test and learn. The more you harness AI, the better outputs you’ll experience.

Better yet, with Ortto, everything is in one easy-to-use platform.

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