Whilst still a relatively new innovation, AI is deeply embedded in our everyday lives. From the AI-powered search engines we use, to the AI-powered virtual assistants that make our days a little easier, AI is here to stay – so, what does this mean for the world of digital marketing?
The initial wave of excitement that we all felt when generative AI first became widely available has settled and agencies across the world have since focused on intentionally using AI to optimise their processes, so join us as we explore the rise and role of AI in digital marketing.
What Do the Stats Say?
We are still very much at the beginning of the age of AI, but this developing technology is here to stay. 77% of companies are now either actively using AI or researching its applications for their business operations, and a recent Europol report states that 90% of all online content could be AI-generated by 2026.
As more and more organisations begin to implement AI across their operations, online platforms are also continuing to harness AI for search, data analysis and user experience purposes. We might not realise it, but a huge amount of our online searches and interactions now involve the use of AI; so, how are marketers harnessing AI for digital marketing?
Rather than experimenting with AI applications as much as possible and seeing what sticks, marketeers are instead focusing on intentionally using the available applications and experimenting with new ones to create value and maximise AI’s potential. AI solutions continue to be a game-changer for the global marketing industry and there are a range of ways that businesses like yours can implement AI to support and optimise your daily processes.
1. Content Optimisation
Generative AI is often sidelined as just a way to mass produce low-quality content, and whilst we have all seen the dangers of using AI-generated content (the now-infamous Glasgow Willy Wonka Experience springs to mind!) most marketers use AI applications to optimise their content, rather than to produce it.
51% of 707 professionals involved in a 2024 study by SurveyMonkey stated that they use AI to optimise their content for different audiences, search engines and conversion goals. From optimising content with relevant keywords and CTAs, to summarising complex reports and converting audio files into transcripts, AI makes it quicker and easier than ever to adapt and optimise content.
2. Data-Driven Analysis
Analysing data for insights into consumer behaviour, purchasing preferences and market trends is the first step when creating a targeted marketing strategy, but it is also time and resource consuming.
These manual processes could soon be transformed by the application of AI in digital marketing, as the same 2024 survey reported that 41% of survey participants currently use AI to analyse data and compile actionable insights. The findings compiled by AI can then be used to optimise campaigns, adjust resource allocation, and even anticipate future trends based on current data, and whilst this technology is still developing, there is a lot of potential for AI to revolutionise global market research and data analysis processes.
3. Marketing Automation
Another way that AI marketing tools are being used to save time and resources is by automating a range of time-consuming processes that are otherwise done manually. Whilst marketing software exists to streamline many day-to-day tasks, such as scheduling content and tracking campaign performance, AI-powered tools are taking this to the next level.
By streamlining these processes further with tools that can analyse data in seconds, nurture leads and personalise content for different audiences at scale, AI is steadily freeing up valuable time for entire teams that will be better spent on more creative and strategic tasks.
4. Personalised Interactions
Too often, the focus of current AI implementation seems to be on streamlining processes and maximising output, instead of considering how these advancements can enhance user experience. AI-algorithms are ideally placed to analyse user behaviour and audience segments to deliver personalised experiences for each customer who interacts with a business, as well as to answer queries in real-time as AI-powered chatbots.
According to Forbes, the top most common use for AI in business is customer service, with the fourth also being customer relationship management, so in just a few years of trial and error, AI may even be able to automate the entire consumer journey from beginning to end – but it will always be that inimitable human touch that draws consumers to a business and encourages brand loyalty.
5. Targeted Advertising
It’s not just individual agencies who are leveraging AI in digital marketing as digital powerhouses including Facebook, Instagram, Google Ads and even Google Search are now implementing AI across their platforms.
Whilst businesses are having to optimise their online presence to be easily found by AI-powered search engines, Google Ads offers users a range of AI-powered solutions to help maximise their ad campaigns. From AI models that optimise and adjust bidding strategies in real time, to AI-powered creative tools that prioritise quality, Google Ads helps businesses to maximise conversions, deliver ads to the best audiences, and get the most out of their campaigns.
Leveraging AI in Digital Marketing
Do you want to know more about how to implement AI across your campaigns? Contact our team today to request our digital consultancy services for help moving your business forward in the digital age.
