As of December 2025, Australian businesses are increasingly utilising AI-powered features within marketing automation platforms like Campaign Monitor, Klaviyo, and ActiveCampaign to automate and optimise A/B testing of email campaigns.
These platforms now include machine learning algorithms that go beyond traditional A/B testing (comparing two static versions). In 2026, these systems operate by dynamically allocating email recipients to different variations – subject lines, sender names, content blocks, or even send times – based on predicted engagement. The AI learns from real-time data, continuously shifting traffic towards the higher-performing variation. For example, Klaviyo’s ‘Smart Sending’ feature, available to Australian users, currently uses AI to predict optimal send times based on individual customer behaviour. Campaign Monitor’s ‘Multivariate Testing’ feature, enhanced with AI as of December 2025, can test multiple elements simultaneously. Australian data privacy regulations (Privacy Act 1988) are addressed by these platforms through anonymised data processing and compliance with consent requirements. Pricing for these AI features typically adds a percentage to the base platform subscription cost, varying between 10-30% depending on usage and the provider.
Essentially, AI-driven A/B testing in these platforms functions by continuously learning and adapting email variations to maximise engagement based on recipient behaviour.
