Technology company Zoho has upgraded its multichannel marketing platform, Zoho Campaigns, with artificial intelligence (AI) capabilities to help businesses manage customer communications, automate marketing activities and improve campaign performance.
The upgrade introduces a redesigned campaign workspace, an improved email editor, native WhatsApp marketing and support for AI agent workflows. The new features are designed to bring email, short message service (SMS) and WhatsApp marketing into one platform, allowing businesses to coordinate their communication activities and engage customers across different channels more effectively.
Kehinde Ogundare, Country Head of Zoho Nigeria, said the improvements would help marketing teams manage campaigns more efficiently while gaining better insights into customer behaviour.
“Marketing teams need solutions that make it easier to connect with customers, manage campaigns and understand what is working across different channels. The latest enhancements to Zoho Campaigns bring these capabilities together, helping businesses simplify their marketing processes while maintaining greater control over customer engagement. As AI becomes more integrated into business operations, it is also important that organisations can use these technologies to support their teams and make more informed decisions.”
One of the major additions is native WhatsApp marketing, which allows businesses to send bulk messages using approved templates, deliver messages based on specific customer actions and include WhatsApp communication in automated marketing processes. The platform also simplifies email campaign creation by reducing setup steps, improving recipient information and providing better tools for comparing different campaign versions.
Through its improved A/B testing feature, marketers can compare subject lines, sender details and message content to determine which approaches generate better responses from their audiences. SMS campaign management has also been improved through simpler gateway configuration. Additionally, a frequency control feature across email, SMS and WhatsApp allows businesses to regulate how often customers receive messages, reducing repeated or excessive communication.
Zoho Campaigns also supports the Model Context Protocol (MCP), an open standard that allows compatible AI agents to connect with applications and perform approved tasks. This enables marketers to use everyday language to instruct AI agents to assist with campaign preparation, audience selection, segmentation and performance analysis.
For instance, a business can ask an AI agent to prepare a promotional campaign for a particular customer group, select existing content, send a test message and schedule its delivery. AI agents can also examine previous campaign results, identify successful promotions and help businesses adapt them for new marketing activities. They can equally identify inactive customers and prepare targeted messages to encourage them to engage with the business again.
The feature is designed to reduce repetitive work while allowing marketing teams to retain control over campaign decisions and approvals.
