What you need to know about Google’s AI inbox

You’ve heard the question a hundred times: “Are people even reading our emails?”

Soon, that question gets more complicated. Because it won’t just be people deciding what to read. It’ll be AI.

Google just announced Gmail is “entering the Gemini era.”

The headline features are flashy: AI that summarizes long email threads, answers questions about your inbox in natural language, and drafts replies in your voice.

But the feature that should have every nonprofit email marketer’s attention is AI Inbox: a new system that filters your supporters’ inboxes to show only “what matters most.”

What’s actually changing
AI Inbox acts like a personal briefing for Gmail users. The product is currently in testing and will roll out more broadly in the coming months.

It identifies “VIPs” based on who someone emails frequently, who’s in their contacts, and relationships the AI infers from message content. 

High-stakes items like bills due and appointment reminders rise to the top. 

One important caveat that may provide some relief: adoption isn’t guaranteed. 

According to a 2024 study from Sinch Mailjet, only about half of Gmail users currently use the tabbed inbox, so a significant chunk may ignore or disable AI Inbox entirely. 

For those who embrace it, the filtering will be real. But there’s a path forward.

Who should be worried (and who shouldn’t)
Not all email programs face the same risk here. 

If you’re sending emails that people actually signed up for and are engaging with, AI filtering is unlikely to stop that from happening. 

The senders who should be nervous? Those sending emails to people who never opted in to them, or contacts that are disengaging with content that isn’t resonating. 

Therefore, there’s a silver lining for strong programs. As Attentive’s deliverability team points out, AI systems reward quality and relevance over volume.

The noise you’ve been competing with lately is about to get filtered out, and AI Inbox could actually work in your favor.

How to prepare your program
The email programs best positioned for this shift are already doing the work that makes AI filtering less scary: building real relationships, not just bigger lists.

Prioritize engagement over volume. AI Inbox rewards senders who get replies and regular opens. 

That means your welcome series, your cultivation emails, and your non-ask touchpoints matter more than ever. 

Give people reasons to respond: surveys, quick questions, reply-worthy content.

Get into contacts. If you’re not already, consider asking supporters directly to add you to their contacts during onboarding. 

It’s a small friction point, but it signals to Gmail that you belong in your recipient’s inner circle.

Double down on sender reputation. List hygiene isn’t just about deliverability anymore; it’s also about signaling to AI systems that your emails are wanted. Suppress inactive contacts. 

Segment by engagement. An Equimundo case study I featured last year showed that a 50% smaller list can drive 31% more clicks when you’re reaching the right people.

Test your subject lines and preview text for clarity, not just cleverness. If AI is summarizing your emails before anyone reads them, the message needs to be unmistakable. 

Mission-first framing beats gimmicks.

The bottom line
Google’s AI inbox is designed to help users manage email overload, and fundraising emails can be part of that.

The playbook here isn’t new: clean your list, earn replies, and give people reasons to open. 

AI filtering just raises the stakes on the good work you should already be doing.

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'Til next time!
Sara