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The objective of this observational experiment was to determine the association between the time of artificial insemination (AI) and pregnancy per AI (P/AI) in lactating Holstein cows inseminated with either fresh or frozen semen considering different characteristics of an estrus event (i.e., onset, peak, and end) using an automated activity monitoring system. A total of 3,607 AI services based on the alert of an automated activity monitoring system (Heatime; SCR Engineers Ltd., Netanya, Israel) were evaluated from 4 commercial dairy farms in Germany. Pregnancy diagnosis was performed by transrectal palpation 38 ± 3 d after AI or by transrectal ultrasonography 30 ± 3 d after AI. Estrus intensity was categorized based on peak activity of estrus (PAE) into low (35-89 index value) and high (90-100 index value) intensity. The mean (± standard deviation) duration of an estrus event was 14.3 ± 4.6 h. The mean (± standard deviation) interval from onset of estrus (OE; moment where index value was ≥35) to AI was 16.8 ± 8.0 h, from PAE to AI was 11.9 ± 8.1 h, and from end of estrus (EE; moment where index value returned to <35) to AI was 2.5 ± 8.7 h. Primiparous cows had greater P/AI than multiparous cows, whereas first AI postpartum yielded greater P/AI compared with subsequent AI services. Type of semen was not associated with P/AI. Cows with heat stress 1 wk before AI had decreased P/AI. Cows with low estrus intensity (26.0%) were less fertile compared with cows showing high estrus intensity (32.8%). Cows with intermediate 100-d milk yield had decreased P/AI compared with cows with either low or high 100-d milk yield. There was a quadratic effect of the interval from OE to AI on P/AI. At 38 d after AI, P/AI was greatest for cows inseminated from 7 to 24 h after OE, within 18 h after PAE, or from 5 h before EE to 12 h after EE. There was no interaction between the interval from OE to AI and type of semen. There tended to be an interaction between the intervals from PAE to AI and type of semen and from EE to AI and type of semen. Cows inseminated with fresh semen within 5 h before EE had greater P/AI compared with frozen semen, whereas cows inseminated with frozen semen from 13 to 18 h after EE had greater P/AI compared with fresh semen. In conclusion, inseminating cows from 7 to 24 h after OE or 1 to 18 h after PAE yielded greatest P/AI irrespective of type of semen. In addition, high estrus intensity was positively associated with P/AI., (Copyright © 2021 American Dairy Science Association. Published by Elsevier Inc. All rights reserved.)