The biggest opportunity with Active Intelligence

38.1%

Nearly 4 in 10 typed prompts in Active Intelligence are Validate activities, meaning most marketers are using the platform to look backward, not forward.

Source: ActiveCampaign user prompts analysis (9,200+ prompts)

“Marketers aren’t avoiding using Active Intelligence for Activate activities out of fear; they're protecting something they care about (a human’s touch). The opportunity is showing them that AI doesn't replace that; it handles the heavy lifting of manual tasks so marketers can focus their energy on the moments where their voice makes a difference.”

Joann Ng, Product Marketing Manager, ActiveCampaign

Analysis

What the numbers actually mean.

Most marketers are using Active Intelligence to look backward.

Validate activities dominate typed-prompt behavior at 38.1% of all usage; time-based analysis alone accounts for 25.6%. That's valuable, but it's only half of what the platform can do. The same tool you're using to review last month's performance can plan and execute next month's.

Activation is the most underdeveloped use case—and the highest-opportunity one.

Recommendations and optimization account for just 1.3% of typed prompts. That gap isn't a product limitation; it's a usage pattern waiting to shift. UI-generated prompts likely show more Activate behavior, so the real number is higher than it appears here. The marketers who make the move from Validate to Activate are changing what AI does for their business entirely.