Is Artificial Intelligence Transforming Digital Marketing?

Hand of a businessman shaking hands with a Android robot. The concept of human interaction with artificial intelligence.
Using AI to predict and create content marketing has risen in popularity.

Artificial intelligence, or AI,  is a system that can perform tasks that in the past would have needed human intelligence and skills like problem-solving, identifying emotions, and even diagnosing diseases.  Using AI to predict and create content marketing has risen in popularity. Content marketing is a distinct type of marketing that involves the creation and sharing of online material, like videos, blogs, and social media posts, that do not explicitly promote a brand but rather stimulate interest in products or services.

The Potential of AI

AI has the potential to both create and generate content as well as place the content in front of the widest audience on the appropriate platforms. This type of AI technology is already automating content generation on a basic level, but in the future, AI could produce topics for writers and even develop initial drafts of content based on certain parameters.

Current Applications

Businesses currently use AI marketing to improve customer experience and to increase the return on investment of marketing campaigns through data analytics, machine learning, and other processes to gain insight into their target audience. With these data insights about customer preference and spending, a company can create a more effective customer interaction. Whether a business is engaging in email marketing or providing customer support, AI can help to facilitate a more productive conversation with the customer.

More expansively, AI marketing can be used to automate processes that were once dependent on humans. For example, content generation and web design are all potential uses for AI marketing. The possibilities for increasing the use of AI marketing are seemingly endless. Specifically, when discussing digital marketing, AI can streamline and optimize marketing campaigns as well as all but eliminate the risk of human error.

One important question moving forward that AI has yet to answer, is the continued need for humanity in marketing. While an AI program might be able to generate a useful report using data, to truly connect with your customers, a business will still need the human skills of empathy, compassion, and storytelling.

Programmatic Advertising

As technological advancements continue to progress, it follows that artificial intelligence will also continue to shape the way businesses advertise.  Today’s digital advertising procedures would be nearly impossible without a basic form of AI.  Currently, systems can function autonomously, placing the right kinds of ads in front of the right people based on complex algorithms and data, performing what’s known as “programmatic advertising.”

Programmatic advertising uses an automated system to dynamically place ads on websites or apps and makes it possible to purchase and place ads, including targeted advertising content, in less than a second.  With the rise of AI and programmatic advertising, creativity has taken a backseat to message targeting and delivery.

However, by using AI digital advertising, businesses can optimize their return on investment by only putting ads in front of relevant viewers. Ads can be bought automatically, then personalized at scale and numerous advertisers are already using this technology.