Brevo AI: An Assistant on the Free Plan, MCP From $9, Analysis on Professional

Brevo has added AI across its plans: an assistant called Aura on the free plan, an AI content generator and an MCP connection for ChatGPT and Claude from Starter, AI send-time optimisation from Standard, and AI segmentation, product recommendations and a data analyst on Professional. None of it is sold as separate credits. People search brevo ai about 40 times a month in the United States. This page covers what each feature does, which plan has it, and how to use it without creating problems.

What Brevo's AI includes

From the pricing page and the plan descriptions ^{[2] [5]}:

Feature	Plan
Aura, the AI assistant	Free and above
AI content generator	Starter and above
MCP for ChatGPT and Claude	Starter and above
AI send-time optimisation	Standard and above
AI segmentation	Professional
AI data analyst	Professional
AI product recommendations	Professional

The pricing page describes the content generator as a way to "Draft subject lines and email copy, adjust tone, and more." ^[2] Send-time optimisation will "Automatically send emails when each contact is most likely to engage." ^[2] AI segmentation lets "Aura AI suggest audience groups based on behavior and attributes to accelerate targeting." ^[2]

## Aura on the free plan

Aura is included in the free plan ^[5], which makes Brevo one of the few email platforms where a free user gets an AI assistant inside the product.

For a free user, the practical value is drafting and help navigating the product. The free plan's real limits still apply: 300 emails a day and automation for 2,000 contacts ^[6]. AI does not change how many emails you can send.

The AI content generator

From Starter, the content generator drafts subject lines and email copy and adjusts tone ^[2].

What works: giving it your own material, a product page, a blog post or notes, and asking for a short version. Asking for three subject lines and testing them. Using it to rewrite a draft in a more consistent voice.

What to avoid: letting it state facts you have not checked, such as prices, dates or claims about your product. And sending more because writing became faster. More email means more unsubscribes and complaints, and Brevo suspends accounts when unsubscribes exceed 1% or complaints 0.2% ^[13].

## MCP: ChatGPT and Claude in your account

The pricing page lists "MCP for ChatGPT & Claude" on Starter, described as a way to "Manage campaigns and contacts directly from ChatGPT, Claude & other AI tools" ^[2].

MCP, the Model Context Protocol, lets an assistant you already use connect to your Brevo account and act in it with your permission. In practice: asking for a summary of last month's campaigns, building a segment from a description, drafting a campaign, or looking up a contact's activity.

Because it can act, not only read, connect it carefully. Use an account user whose permissions match what the assistant should do, and keep sending, imports and changes to live automations as steps a person confirms.

AI send-time optimisation

From Standard, Brevo can send each email at the time each contact is most likely to engage ^[2].

It suits newsletters and promotions sent to a broad list across time zones. It suits less well anything time-critical, such as a sale that starts at a fixed hour, because the email arrives over a window rather than at once.

Pair it with A/B testing, also on Standard, to check whether it improves your own results rather than assuming it will.

Professional: segmentation, analysis and recommendations

Professional, from $499 a month ^[3], adds three AI features aimed at teams with more data.

AI segmentation suggests audience groups from behaviour and attributes ^[2].

The AI data analyst answers plain-language questions about your data, according to the pricing page.

AI product recommendations and back-in-stock alerts support e-commerce campaigns, listed with the advanced e-commerce features: "Drive sales with AI recommendations, back-in-stock alerts, and coupons." ^[2]

These are useful at scale. For a small business, the step from Standard at $18 to Professional at $499 is hard to justify on AI alone.

What is not published

The pages we read do not name the model or provider behind Aura or the content generator, publish usage limits for AI features, or describe how content sent to them is processed. The terms exclude sensitive data from the service altogether: it has "not been designed to collect, process or manage sensitive data" within the meaning of the GDPR's special categories ^[14].

If you handle personal data with care requirements, ask Brevo how AI features process content before using them on subscriber information.

A machine-readable price list

One AI-related detail stands out. Brevo publishes its pricing as a Markdown document "intended as a human and LLM-friendly interpretation of the public pricing catalog" ^[3], generated from a public pricing API.

So an assistant can answer what will Brevo cost us at 40,000 emails a month? from the vendor's own data rather than from an out-of-date article. For buyers who research with AI, that is a real advantage, and no other email vendor we have measured offers it.

AI and deliverability

AI makes writing faster. It does not make a list cleaner. The risk is sending more, to more people, more often.

Brevo's published suspension triggers are a hard bounce rate above 2%, unsubscribes above 1% and complaints above 0.2% ^[13]. A second suspension cannot be reactivated. An AI-assisted campaign calendar that doubles sending can push a list over those lines.

Use AI to improve the emails you would send anyway, and segments to send fewer of them to the people most likely to want them.

A week with Brevo's AI: a worked example

A small business on Standard with 6,000 contacts uses the AI tools for one week.

Monday. The content generator drafts three subject lines for the monthly newsletter from the owner's notes. The owner keeps one and rewrites the body.

Tuesday. An A/B test sends two subject lines to 20% of the list each; the winner goes to the rest.

Wednesday. Send-time optimisation delivers the newsletter across the day.

Thursday. Through the MCP connection, the owner asks Claude which segment clicked the pricing link and builds a follow-up segment from the answer, checking its size before using it.

Friday. No new campaigns. Unsubscribes for the week are 0.3%, well under the 1% line ^[13].

Cost of the AI used: nothing beyond Standard's price.

Questions to answer before using AI on subscriber data

Does your privacy notice cover it? If subscriber data will be processed by AI features or an outside assistant, say so.

What does the assistant need? For drafting, no subscriber data. For analysis, aggregate reports. For look-ups, individual contacts. Give it the least it needs.

Who may connect it? Decide which users can connect an assistant through MCP, and with which permissions.

What happens to the content? The pages we read do not say which model or provider processes it. Ask Brevo before using AI on sensitive lists.

What is the fallback? Keep a manual way to do anything your business relies on, in case an AI feature changes.

AI features and plan choice

AI rarely justifies a plan on its own, but it can tip a decision.

Starter at $9 adds the content generator and MCP over the free plan ^[5]. For a solo business that drafts with ChatGPT or Claude, that is the cheapest way to connect an assistant to an email account in our measured set.

Standard at $18 adds send-time optimisation, along with automation for unlimited contacts, A/B testing and logo removal ^[5]. Most small businesses that use AI will be here for the other features anyway.

Professional at $499 adds AI segmentation, the data analyst and product recommendations ^[3]. Its price is driven by seats, channels and support, not by AI. Buy it for those; treat the AI as a bonus.

Using AI for list hygiene

The most valuable use of AI for a Brevo account may be the least glamorous: keeping the list clean.

Ask an assistant, through MCP, to find contacts who have not opened anything in a year, contacts added in bursts from imports, or segments with unusually high unsubscribe rates. Review the results yourself before deleting or excluding anyone.

That work protects the account against the published suspension triggers, a hard bounce rate above 2%, unsubscribes above 1% and complaints above 0.2% ^[13], and it also lowers your bill if it brings your contact count under a tier's cap ^[5].

A worked example: drafting a launch with AI

A small business plans a product launch to 4,000 contacts on Standard.

Draft. The content generator turns the product page into a 150-word announcement and three subject lines ^[2]. The owner edits for accuracy and voice.

Test. An A/B test on two subject lines, each to 15% of the list.

Send. The winning line goes to the rest with send-time optimisation.

Follow-up. Through MCP, the owner asks an assistant for contacts who clicked but did not buy, and sends them a single reminder two days later.

Volume. About 8,000 emails in the launch week, inside the 20,000-email tier the account already pays for at $69 ^[3]. The AI added speed, not sends.

When not to use AI

Skip AI for legal notices, price changes, apologies after an incident and anything sent to a list you have not emailed for a long time. These are the messages where a wrong word costs most, and where a careful human draft matters more than speed. Keep them short, factual and checked by a second person.

How Brevo's AI compares

Among the email platforms we have measured, Brevo includes more AI at lower plan levels than most: an assistant on Free, content generation and MCP from Starter. MailerLite offers an MCP server and an AI writing assistant from its first paid plan. Klaviyo publishes separate AI pricing with credits.

We score Brevo 3.5 out of 5 on AI. It earns credit for breadth, for including AI in plan prices, for MCP access from Starter, and for a price list built for assistants. It loses credit for publishing nothing about models, providers or limits.

Practical setups

Free: use Aura for drafting and help; send by hand within the daily limit.

Starter: the content generator for drafts, and MCP to work from ChatGPT or Claude.

Standard: add send-time optimisation and A/B testing for newsletters.

Professional: AI segmentation and the data analyst for teams with enough data to use them.

## The verdict

Brevo's AI is broad and included in the price, from an assistant on the free plan to segmentation and analysis on Professional. The most useful pieces for most businesses are the content generator, the MCP connection and send-time optimisation, all at $18 a month or less. Use them to write better emails, not more of them, because Brevo's suspension thresholds do not care how the email was written.