BackgroundThe timing of artificial insemination is critical to achieve acceptable results in cattle production systems. Over the past 60 years the length and expression of oestrus in dairy cattle has altered. Recent studies have indicated the optimal timing for insemination after the commencement of oestrus may now be earlier than traditional recommendations in beef cattle, as is the case in dairy cattle. The aim of the current study was to evaluate the effect of time from onset of oestrus [as determined by an automated activity monitoring system (AAMS)] to artificial insemination (AI) on pregnancy outcome in Norwegian beef cattle. Five commercial beef suckler herds participated in a cohort study by providing data on the time of AAMS alarm and time of AI. Blood sampling on the day of AI was performed and serum progesterone concentration measured. Pregnancy detection was performed by transrectal ultrasonography and aging of the fetus performed when necessary. A mixed logistic regression model was fitted to study the effect of time from AAMS alarm to AI on pregnancy outcome. Time categories used in the model were < 12 h, 12–24 h, and > 24 h.ResultsAI periods (n = 229) with serum progesterone concentration < 1 ng/mL were available for analysis. Overall pregnancy risk per AI for the whole study period was 65.5%, with an inter-herd variation from 10 to 91%. Median time elapsed from AAMS alarm to AI was 17.75 h. Herd affected pregnancy outcome (P = 0.001), while breed and parity status (heifer/cow) did not. The time category closer to AAMS alarm 0–12 h showed a numerically lower pregnancy risk as compared to the baseline group which had AI 12–24 h after onset of oestrus.ConclusionThis study found no evidence to support a change in the recommended timing of AI in beef suckler cows.Supplementary InformationThe online version contains supplementary material available at 10.1186/s13028-023-00685-y.