AI-Powered Marketing Automation: How leading platforms currently stack up

Artificial intelligence (AI) is revolutionizing marketing automation, enabling businesses to engage prospects, personalize experiences, and drive conversions more effectively.

However, not all AI-powered marketing automation platforms (MAPs) yet offer the same capabilities.

Here, we compare how four major players - Adobe Marketo Engage, Oracle Eloqua, Salesforce Marketing Cloud Account Engagement (MCAE), and HubSpot - currently leverage AI to enhance their (and your) marketing performance.

AI-Powered Email Content Creation

Creating engaging email campaigns can be time-consuming, but AI is streamlining the process:

• Adobe Marketo Engage: Features a built-in AI assistant that generates rapid, brand-approved email content and visuals.

• Oracle Eloqua: Utilizes AI primarily for optimizing subject lines and determining optimal send times.

• Salesforce MCAE: Integrates with Salesforce's AI tools to automate certain aspects of content creation.

• HubSpot: Offers an AI-powered content assistant that drafts email copy, calls-to-action (CTAs), and other marketing messages.

AI Chatbots & Conversational Marketing

AI-driven chatbots are transforming customer interactions by providing real-time, automated responses:

• Adobe Marketo Engage: Introduces "Dynamic Chat," an AI-powered chatbot that offers real-time Q&A with customizable responses.

• Oracle Eloqua: Lacks a native chatbot feature, necessitating third-party integrations.

• Salesforce MCAE: Leverages Salesforce's AI to facilitate chatbot-like customer engagement experiences.

• HubSpot: Provides "ChatSpot AI," an assistant designed for conversational marketing and sales support.

AI-Enhanced Webinar Content

Webinars are valuable marketing tools, and AI can enhance their effectiveness:

• Adobe Marketo Engage: Employs AI to generate webinar summaries and create video chapters for improved navigation.

• Oracle Eloqua, Salesforce MCAE, and HubSpot: Currently do not offer AI-driven webinar enhancements.

AI-Driven Meeting Scheduling

Efficient scheduling can significantly boost lead conversion rates:

• Adobe Marketo Engage & HubSpot: Offer built-in AI-powered meeting schedulers.

• Oracle Eloqua & Salesforce MCAE: Require third-party integrations for scheduling functionalities.

Predictive Analytics & Lead Scoring

AI assists marketers in prioritizing high-value leads and optimizing campaign performance:

• Adobe Marketo Engage: Utilizes AI-driven insights to measure ROI and refine marketing strategies.

• Oracle Eloqua: Features advanced AI-powered lead scoring for enhanced targeting.

• Salesforce MCAE: Employs Salesforce's AI to predict lead quality and engagement levels.

• HubSpot: Uses AI to prioritize contacts based on their engagement metrics.

AI-Powered Content Personalization

Personalized content enhances engagement and conversion rates:

• Adobe Marketo Engage: Adjusts content and CTAs in real-time based on user interactions.

• Oracle Eloqua: Employs audience segmentation for targeted campaigns.

• Salesforce MCAE: Dynamically modifies messaging based on customer behavior.

• HubSpot: Provides AI-driven content recommendations for emails, websites, and landing pages.

Verdict: Which MAP currently offers the most AI integration?

Each platform has its strengths:

• Best for AI Content Creation & Webinars: Adobe Marketo Engage

• Best for AI-Powered Chatbots & Scheduling: HubSpot

• Best for Predictive Analytics & Lead Scoring: Oracle Eloqua & Salesforce MCAE

• Best for AI-Powered Personalization: Adobe Marketo Engage & HubSpot

If your goal is advanced AI-driven automation, content creation, and personalization, Adobe Marketo Engage and HubSpot lead the way. For AI-driven lead scoring and predictive analytics, Oracle Eloqua and Salesforce MCAE are strong contenders.

Final thoughts

AI is revolutionizing marketing technology, empowering businesses to automate processes, gain deeper insights, and deliver personalized experiences at scale. From predictive analytics and customer segmentation to AI-driven content creation and real-time campaign optimization, AI enhances efficiency and enables smarter decision-making.

Sojourn Solutions can help you seamlessly integrate AI-powered solutions into your MarTech stack for maximum impact. Whether you're selecting the right tools, refining data models, or optimizing AI-driven strategies, we provide the expertise to harness AI’s full potential - so you can work more efficiently, make data-driven decisions, and accelerate growth.

*All information in this article is presumed correct as of 14th March 2025 - but please reach out to the prospective software companies for confirmation of their current AI capabilities