Gmail is bringing Gemini to the inbox. Here’s why retail marketers should care.

Gmail is changing again. This time, Google is folding its Gemini AI directly into the inbox, adding AI-powered summaries, smarter suggested replies, and an entirely new way of prioritizing messages.

Before we all start asking whether this is the moment email marketing finally breaks: take a breath. This isn’t a revolution. It’s an evolution. And for retail marketers, it’s actually a pretty clear signal about where customer communication is heading next.

Here’s the bottom line: Email isn’t going anywhere. It’s still one of the highest-ROI channels brands have, especially in retail, where owned relationships matter more than ever. What is changing is how people experience their inbox, and how machines increasingly mediate that experience.

Let’s break down what Gmail announced, what’s actually new, and how marketers should respond.

What Google just announced and what it actually does

Google’s January 2026 update introduces several Gemini-powered features into Gmail. They’re designed to reduce inbox overwhelm and help people act faster. They also subtly change how messages are surfaced and understood.

AI Overviews: your email, summarized

Gmail can now generate summaries of long email threads and surface key information in a search-like view. Instead of scrolling through a week’s worth of replies, users can ask Gmail a question—or glance at a summary—to understand what matters.

For consumers, this is about speed and clarity. For marketers, it’s about representation. Your message may be interpreted before it’s fully read.

Suggested Replies, upgraded

Gmail’s classic one-tap replies are getting a major upgrade. Gemini now generates responses that reflect the actual context of the conversation, not just a polite acknowledgment.

This matters because suggested replies shape how conversations progress. Over time, they influence tone, expectations, and the pace of customer-brand interactions.

The AI Inbox: the biggest shift

This is the most meaningful UI change. Instead of a strictly chronological inbox, Gmail can now highlight what it thinks you should act on: bills, appointments, unanswered messages, and summarized topics.

In other words, Gmail is trying to turn the inbox into a prioritized task list.

Some of these features are rolling out gradually, and some are on by default. More advanced capabilities are tied to paid Google subscriptions. But directionally, it is clear that inboxes are becoming intelligent systems, not just message containers.

What this means for retail marketers

We don’t yet know exactly how Gmail’s AI will summarize, categorize, or prioritize brand emails at scale. But we do know how these systems work in general, and that gives marketers a head start.

Text is back in the spotlight

AI is very good at reading text. It’s far less effective at interpreting image-heavy emails with minimal copy. If your message lives entirely in a graphic, you’re making it harder for both humans and machines to understand your intent.

Subject lines, preview text, and body copy now do double duty. They’re not just hooks for people. They’re also signals for AI systems deciding what your email is.

And yes, alt text suddenly matters again. If your primary CTA lives in an image, the alt text should clearly describe the action and value. “Shop the winter sale” is far more useful than “image_1234.”

Clear actions may get surfaced

Gmail’s AI is designed to surface tasks and next steps. That means emails with clear, action-oriented language like confirm, register, complete, download may be more likely to appear as something worth acting on.

This aligns with something we already know at Klaviyo: clarity converts. Direct CTAs don’t just drive clicks; they help systems (human and machine) understand why your message matters.

Plain-text emails get a new advantage

Many retail brands already see strong performance from plain-text or lightly formatted emails, especially for launches, founder notes, or follow-ups. They feel personal. They cut through noise.

Gmail’s AI features give them another boost. Fully readable copy is easier to summarize accurately, easier to contextualize, and easier to prioritize. Don’t be surprised if text-first emails become even more effective as inboxes get smarter.

What Klaviyo customers should do right now

If inboxes are becoming more AI-mediated, the goal isn’t to outsmart Gmail. It’s to make your emails easier to understand, act on, and value. Klaviyo already gives marketers the building blocks to do exactly that.

Here’s how to put this into practice.

Use product blocks like a merchandiser, not a designer

Klaviyo’s product blocks let you do more than drop in an image and price. Use custom product descriptions and live links to clearly explain why a product matters and what to do next.

Instead of relying on image-only layouts, pair visuals with concise, benefit-driven text. This helps humans scan faster, and helps AI systems accurately interpret your message if it’s summarized or surfaced before an open.

Build headers that are shoppable, not decorative

Your header shouldn’t just be a logo and a divider. Using Klaviyo’s header builder, make sure your logo links somewhere meaningful and that primary navigation is live text, not flattened images.

Live links signal structure and intent. They make it easier for subscribers to jump straight to what they want, and easier for inbox AI to understand what your brand is offering at a glance.

Treat your footer as functional real estate

Footers are often an afterthought, but they’re some of the most consistent text in your emails. Build footers using a mix of live text and imagery so key information—preferences, loyalty status, store locator, support—remains readable and actionable.

This is especially important if Gmail surfaces summaries or actions at the inbox level. A clear, text-supported footer reinforces trust and context.

Use live-text dynamic banners for offers that matter

Dynamic top or bottom banners are a powerful way to promote loyalty perks, welcome offers, free shipping thresholds, or VIP access—as live text, not static images.

Because these banners are dynamic, you can personalize them based on customer status or behavior. And because they’re text-based, they’re far more likely to be understood, summarized, and prioritized correctly by AI-driven inbox experiences.

The bottom line

At Klaviyo, we’ve long believed that the future of marketing isn’t about blasting more messages, it’s about building better relationships.

Gmail’s Gemini updates reinforce that idea. When inboxes prioritize relevance and action, brands that deeply understand their customers win. That means:

• Sending messages based on real behavior, not generic calendars
• Using data to personalize content beyond first names
• Coordinating email with SMS, push, and service interactions so customers get one coherent experience

AI in the inbox doesn’t replace marketers. It raises the bar.The brands that succeed won’t be the ones trying to “optimize for Gmail AI.” They’ll be the ones using their customer data to send timely, helpful, human messages—messages that are easy for any system to understand and value.