Zoho has introduced AI agent workflows and expanded multichannel marketing capabilities in Zoho Campaigns, enabling businesses to create, manage and analyse campaigns across email, SMS and WhatsApp from a unified platform.
Announced on October 30, the update introduces support for the Model Context Protocol (MCP), allowing compatible AI agents to perform marketing tasks within permissions defined by organisations. According to the company, marketers can delegate activities such as campaign creation, scheduling and performance analysis while retaining control over approvals and final decisions.
The integration enables AI agents to carry out multiple steps in a campaign workflow. For instance, an agent can prepare a seasonal campaign for an existing customer segment, identify previously successful campaigns and adapt them for new promotions. It can also help develop re-engagement campaigns targeting inactive contacts.
These capabilities depend on the AI tools connected to the platform, available integrations and the access permissions configured by businesses.
Alongside AI agent support, Zoho has integrated email, SMS and WhatsApp campaign management into a single workspace. Marketers can send bulk WhatsApp messages using approved templates, incorporate WhatsApp into automated workflows and apply frequency controls across communication channels.
The company has also rebuilt its email template editor, introducing reusable content blocks, mobile-specific editing, dynamic content and improved HTML output.
Its AI-powered Zia Content Analyser provides real-time suggestions for spelling, grammar, tone and clarity. The tool can also assist in generating subject lines, preheaders and campaign copy for email, SMS and WhatsApp.
Another addition, Campaign Context, allows marketers to apply a common brief containing brand guidelines, promotional details and audience information across multiple campaigns.
Zoho has expanded audience segmentation capabilities to support layered conditions and engagement-based targeting. The update also strengthens integration with Zoho CRM through live data synchronisation and direct imports from custom CRM views.
Reporting capabilities have been revised to include channel-specific dashboards, a unified contact dashboard and eCommerce metrics covering revenue, orders, return on investment and cart performance.
Zoho said internal testing showed that sending 100,000 emails was up to four times faster, while importing 100,000 contacts was up to five times faster than before.
Ananda Raman Krishnan, Senior Vice President, Marketing Apps at Zoho, said the update was intended to simplify campaign creation while allowing marketers to delegate multistep tasks to AI agents without giving up decision-making control.
The company said paid plans continue to start at $4 per month, while a free plan supports up to 500 contacts and 2,000 emails monthly. SMS and WhatsApp capabilities are available without additional platform charges, although message credits must be purchased separately.
The update extends Zoho Campaigns' automation capabilities as marketing software providers increasingly integrate AI agents with customer data, campaign execution and reporting.
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