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An AI text block is a block of copy in your template that an automation can rewrite for each recipient as the email is sent. You write a brief and a fallback; the AI writes a version that fits the recipient’s traits, such as how recently they engaged, their language and country, or how often they buy. The AI never receives a contact’s personal data. It writes for a group of people who share the same traits, and their first name is added by the template afterwards.
AI personalisation works in automations (journeys). Campaign broadcasts, previews and test sends always send the block’s fallback copy.

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Set it up

  1. In the email builder, add an AI text block (palette → Advanced → AI text, or search “AI”).
  2. In the block’s settings, fill in:
    • Brief: what the copy should do, for example “Welcome them back and point to the new autumn range; mention free returns”. Put offers, codes and dates here or in the fallback; the AI keeps them as written and invents none.
    • Tone and Maximum words.
    • Fallback copy: the text sent whenever the copy is not personalised. It is also what the preview shows. Merge tags and Liquid work here.
    • Optionally, the traits this block may use, to narrow what the journey step allows.
  3. Save the template, open the automation and select the Send email step that uses it.
  4. Turn on Personalise with AI, choose the traits the AI may use, and set the model calls per day for the step.
The AI may greet the reader with [FIRST_NAME]. After generation it becomes {{ contact.first_name }}, which the template fills for each recipient, so the name never reaches the model. The AI cannot write any other merge tag or Liquid tag: braces in its answer are printed as text.

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What the AI sees

Only these traits, and only the ones you allow on the step: Never sent: the contact’s email address, name, phone number, postal address, company, job title, text/number/date custom fields, any field marked sensitive, a trigger field whose name refers to a person or an address (for example customer.name or shipping_city), a trigger value that repeats one of the contact’s own stored values, and anything a contact typed into a form. The prompt also contains your brief and fallback copy, as with every AI writing tool. See AI and your data for the full guarantee.

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Cost and limits

Contacts with the same traits share one generated text, kept for 30 days. A send to 10,000 contacts with engagement and country allowed typically needs a few dozen generations, not 10,000. Each generation uses one AI text credit from your plan. Limits, any of which sends the fallback copy instead of a new text:
  • Model calls per day on the step (0 = only reuse texts already written).
  • Your plan’s daily limit per automation and number of AI blocks per email.
  • Your plan’s monthly AI text credits.
  • The workspace switch under Settings → AI & data → AI personalisation at send time.
A limit, a model error or an unusable answer never stops or fails the email: the fallback copy is sent.

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See what happened

Open the automation’s Analytics panel. Each email step shows how many AI blocks were generated, reused from earlier recipients with the same traits, or sent as the fallback. Spark and connected AI assistants see the same counts through get_journey. Every generation is recorded in the AI decision log like other AI features.