Brevo's automation layer is increasingly paired with AI assistance. In 2026, the platform can combine event-driven marketing workflows with Aura features that help teams create content, segment contacts, optimize sending, and support sales operations.

What Brevo does

Brevo automation follows a trigger-rule-action structure. A contact can enter because of a list addition, website activity, or another supported event, after which conditions and actions determine what happens next.

Aura is Brevo's AI-powered assistant. Brevo documents capabilities including campaign copy generation, translation, send-time optimization, audience segmentation, product recommendations, image generation, and assistance with SMS and WhatsApp content.

Key capabilities to know

  • Brevo automation follows a trigger-rule-action structure. A contact can enter because of a list addition, website activity, or another supported event, after which conditions and actions determine what happens next.
  • Aura is Brevo's AI-powered assistant. Brevo documents capabilities including campaign copy generation, translation, send-time optimization, audience segmentation, product recommendations, image generation, and assistance with SMS and WhatsApp content.
  • Automation can call webhooks, allowing events inside Brevo to notify external systems in real time.
  • WhatsApp automations can cover use cases such as welcome messages, abandoned carts, purchases, and anniversary communications, subject to Meta approval and Brevo plan requirements.
  • Sales-related automation can support deal and contact operations when the relevant Sales package is enabled.

How the workflow works

AI is most useful when it removes repetitive production work without taking away control of the customer journey. A sensible implementation therefore separates content assistance from the business rules that decide who should receive a message.

Teams can use Aura to accelerate drafting and segmentation while retaining explicit triggers, consent rules, timing windows, and review steps in the automation itself.

  1. Define the business event and the customer segment.
  2. Use Aura to draft or refine copy and, where appropriate, help identify or build an audience.
  3. Add timing, conditions, exclusions, and the correct channel action to the automation.
  4. Test the workflow with internal contacts before enabling it for the full audience and monitor delivery and engagement.

Practical use cases

  • AI-assisted welcome and nurture campaigns.
  • Automated WhatsApp journeys for opted-in contacts.
  • Dynamic follow-up based on website activity.
  • Sales follow-ups triggered by contact or deal events.
  • Content localization for multilingual campaigns.

What to consider before adopting it

AI-generated content still needs brand, factual, legal, and compliance review. Automation amplifies both good and bad decisions, so teams should treat AI as an acceleration layer rather than a replacement for campaign governance.

Channel-specific rules matter. For example, WhatsApp templates require Meta approval, and marketing messages should only be sent to contacts who have provided the required consent.

Bottom line

The practical value of Brevo's AI is its connection to operational workflows. Instead of generating copy in isolation, teams can use AI alongside the contact, segmentation, campaign, and automation layers that determine when that copy is actually used.