Artificial Intelligence has been making a strong impact in many areas of technology over the last few years. Now, there are many ways in which we can implement it in our daily lives. And we are already seeing cases where AI is making a place for itself in digital marketing .
Artificial Intelligence in Digital Marketing
Many companies are investing heavily in new technology. Why? Because they sell more. Which also highlights the increase in sales of all products and services based on Artificial Intelligence solutions.
Artificial Intelligence will have an impact on the marketing area as it will be able to increase the efficiency of strategies, segment audiences and manage advertising campaigns . Both Artificial Intelligence and machine learning will be the most significant data initiatives in the coming years.
A Salesforce survey found that 52% of marketers are already using AI , and an additional 28% are planning to incorporate the technology in 2019. This represents the largest anticipated growth of any technology marketers are considering, even more so than the Internet of Things and marketing automation.
This technology and its functions will allow companies to have a much broader understanding of consumer tastes, activities and expectations. Knowing our audience in depth will never be easier, segmenting it as much as possible to be able to implement highly personalized advertising campaigns .
8 practical uses of Artificial Intelligence in digital marketing
1. Creation and generation of content
It is probably the most widespread use among marketing teams . Content creation has been transformed by AI, with tools such as ChatGPT or Perplexity allowing marketing professionals to generate texts much more quickly and efficiently. These tools help both to get inspired and to write, perfect or adapt existing texts or writings.
2. Marketing automation through Artificial Intelligence
While marketing automation existed before AI, the technology has elevated its capabilities, especially in customer segmentation and campaign management. Today, platforms like HubSpot and ActiveCampaign use artificial intelligence to perfect lead nurturing automation and optimize campaign performance. Thanks to AI, these tools are able to perform repetitive tasks with greater precision, such as content scheduling or personalizing interactions with users, improving the effectiveness of communication.
3. Personalize content with predictive analytics
Before AI, product recommendations were already a thing, but now they can be much more precise and tailored to users’ tastes and behaviors. Dynamic Yield is a platform that uses predictive analytics to personalize content across different channels and increase conversions. In fact, they report that there are clients for whom product recommendations with predictive analytics account for 25% of their profits. For others, thanks to recommended products, the click rate increased by 40% to 60%. By looking at browsing and purchase history, AI offers products with a high probability of conversion. Companies like Amazon and Shopify have also integrated these recommendations, improving the user experience and, therefore, sales.
4. Serve your customers with chatbots and virtual assistants
Chatbots have transformed customer service , offering immediate responses and improving support efficiency. Using tools like BotsLovers, virtual assistants can perform tasks that previously required human intervention, such as qualifying leads in real time, capturing key information from the lead’s responses, and analyzing their interest, needs, and level of engagement. Thanks to AI, interactions are more fluid and natural, allowing salespeople to focus on more complex problems while businesses are able to reduce costs and offer 24/7 support.
5. Optimizing advertising campaigns with machine learning
Machine learning has revolutionized advertising campaign optimization, allowing large volumes of data to be analyzed in real time and ad performance to be improved without manual intervention. Google Ads Smart Bidding uses algorithms that learn from user behavior to automatically adjust bids, optimizing ROI. Thanks to AI, advertisers can make more informed decisions and increase the effectiveness of their advertising campaigns more efficiently.
6. Predictive analysis for audience segmentation
Another huge advantage of predictive analytics is audience segmentation , which has been significantly improved by AI, allowing for precise hyper-segmentation, where groups of users are more specifically identified. By analyzing large amounts of data, AI can predict which groups are most likely to convert. Tools like BigCommerce are using this technology to help brands better understand their customers , allowing them to optimize marketing efforts and focus on the segments with the greatest potential.
7. Analyze sentiment on social networks
Sentiment analysis through AI allows companies to understand how their brand is perceived on social media . Platforms such as Brandwatch use AI to analyse comments and mentions, extracting information about the positive, negative or neutral perception that users have. This not only helps guide marketing strategies, but also allows for the detection of emerging trends and the rapid management of crises to minimise the negative impact on the brand image.
8. SEO optimization with artificial intelligence
Search engine optimization (SEO) has been empowered by AI, as it makes it easier to identify effective keywords and improve content to increase visibility. Tools like Surfer SEO allow SEO specialists to measure content quality and adjust their strategies with personalized suggestions to improve rankings. With the help of AI, more precise and faster adjustments can be made, significantly improving the chances of success in search engines.
