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AI Generation96 points · 19 comments

Cold outbound with an AI-native ESP: what actually changed?

Personalization speed, domain warmup, and the compliance lines teams draw before scaling.

By Tomás HerreraUpdated May 30, 20265 min read

Our SDR team wanted "one prompt per account" outbound at scale. We tested an AI-native ESP for creative (on-brand first touch + follow-ups) while keeping sends on a dedicated outbound domain with strict volume caps. Reply rate bumped slightly but complaint rate was the real signal. What are you seeing? Anyone running cold through a full AI ESP vs generate-in-Brew / send-in-instantly-style tooling?

19 comments

  1. priya-nair

    72 points · 5 weeks ago

    Separate subdomain, separate postmaster, separate suppression list from marketing. Non-negotiable. Google postmaster and Outlook SNDS daily until you trust the segment.

  2. elena-vasquez

    48 points · 5 weeks ago

    AI helped most on follow-up variants tied to CRM stage, not icebreakers. First line still human-edited for top 200 accounts. Everything else gets template + merge with agent polish.

  3. ben_gtm

    33 points · 4 weeks ago

    We generate in Brew, export HTML, pipe to Lemlist. ESP stays the sequencer. Fewer deliverability surprises than letting one platform do both.

  4. marcus-webb

    27 points · 4 weeks ago

    Watch CAN-SPAM and GDPR bases separately. AI makes it easy to produce more mail than your legal basis supports. Legal should sign off on segment definitions, not just copy.

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