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Charlie Patel, Owner of Media Assets Newsletter

“Your Email Copy Isn’t Safe Anymore”

Inbox providers are starting to mess with the rules, and it’s not great news for marketers. Apple, Google, and Yahoo are now swapping out the subject lines and preview text we write with their own AI-generated versions. That means hours spent on clever hooks, witty preheaders, and tight messaging can get replaced by random deal snippets or “summaries” that sometimes show the wrong discount or expiration date. Basically, the personality and trust we build into our emails are getting steamrolled.

And the kicker? It’s spreading. Yahoo’s already testing AI-written subject lines, and Google’s dropping deal cards right on top of emails, pushing our content way down the page. When those AI versions get it wrong, customers don’t blame Apple or Google—they blame the brand. That’s lost trust, lost revenue, and maybe even lawsuits down the line. Feels less like innovation and more like a giant game of telephone where marketers have the most to lose. (LINK)

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