• by Ray Schultz , Columnist, February 28, 2025

Crossware, an email signature platform used by brands in 80 countries, has added AI automation to its toolkit to help marketers streamline their operations. 

The New Zealand-based company has integrated AI technology into the workflow and customer experience operations of its clients. The goal is to simplify signature deployment and provide consistency across all devices with less manual effort, it says.

Among other things, this entails integrating Microsoft Copilot and G2 Monty, a customized support tool, into Crossware’s email signature offering. 

The firm hopes to “transform the way businesses operate by empowering them to work smarter and faster using intuitive email signature solutions,” says Troy Adams, managing director, Crossware. 

Adams claims that Crossware’s AI initiative “enhances efficiency, accuracy, and personalization, enabling businesses to streamline branding, compliance, and communication effortlessly."

The new tools allow marketers that use email signatures to resolve technical issues, generate content and do a better job of analyzing data collected from campaigns. 

Adams dismisses the claims of rival companies. "While there are a number of 'deep-tech' offerings out there our single-minded focus is on providing practical solutions to everyday business problems such as data analysis, trouble-shooting, content generation and user experience,” he argues. 

Crossware's software is used on over 1.8 billion emails per year, the company says.