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8 Applications of AI in Digital Marketing

  • Mallika Rangaiah
  • May 28, 2020
  • Updated on: Jun 22, 2021
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From seeing enormous ads of brands pasted on billboards, innovative TV advertisements, newspapers, magazines, and radio ads to flyers, we’ve seen it all. The traditional world of marketing has become somewhat predictable. Existing in a digitally-driven world where the Internet is both thriving and driving, marketers are now required to spin and twist their game. A whole fresh new take on marketing is required with a plethora of new technologies executing it.


Artificial Intelligence (AI) is one of the key technologies that is being sprinkled to add a new flavor in the marketing world particularly in the area of Digital Marketing


The technology is gradually taking center place in the day-to-day digital world. 


Let’s dive into Artificial Intelligence 


From our previous blogs on this topic, you'd probably have understood by now that Artificial Intelligence is not exactly all about the futuristic robots that we've become accustomed to observing in sci-fi movies and that the technology opens a whole universe beyond that. 


AI primarily focuses on the different approaches and technologies that are programmed to simulate humans. It's already getting integrated into the various technologies we've employed daily into our lives like voice recognition or chatbots.


AI and Digital Marketing


Equipped with effective data analysis as well as the capacity to adapt to input, Artificial Intelligence has rapidly been monopolizing the human task of detecting marketing trends. An increasing number of marketers and brands have been employing AI in digital marketing to aid in conserving time and resources through automated digital marketing services.


There’s a couple of ways that Artificial Intelligence is giving an advantage to the brands employing it. A few of them include : 


The image shows the benefits of Artificial Intelligence in Digital Marketing

Benefits of AI in Digital Marketing


  • Enhanced insight into the audience: 

AI can interpret data in order to easily envision the purchasing behaviors as well as the decisions of the company’s target consumers. 


  • More Competent Marketing:

AI helps in gaining more clarity and in minimizing the guesswork. This allows the company to develop a more competent marketing strategy for its business through AI’s data analytics.


  • Enhanced Productivity: 

By employing AI algorithms, companies can automate various repetitive tasks. This would aid in boosting productivity as well as improving efficiency. 


  • Enhanced Rate of Interest: 

AI enables decision making and also aids in developing improved-performing content. Executing AI digital marketing strategies helps firms in reaching out to the right target audience with intriguing deals that they can’t choose to ignore.



Applications of AI in Digital Marketing


In a digitally-driven world adapting becomes the key to survival. Artificial Intelligence has established its impact upon all major companies, enabling them to become more productive and also making customer business relationships smoother.


Below are a couple of effective applications of Artificial Intelligence in the field of Digital Marketing : 


  1. Chatbots

The creation of Artificial Intelligence semantic recognition, language processing as well voice conversion tech has implied that the customer service through AI is smoother and more flawless, facilitating an enhanced customer experience. When compared with traditional customer service, chatbots provide many benefits : 


Firstly, AI chatbots empower businesses to venture beyond the conventional "one-to-one" version of customer service. and instead facilitate a "one-to-many" service, providing assistance to more than one customer simultaneously as well as in varying time zones.


Another benefit here is that AI chatbots don't face fatigue, and can respond to customer's doubts and queries 24/7, in real-time. This not only helps in saving time and money yet at the same time ensures that the chatbots can also facilitate assistance beyond the typical office hours, giving a fresh and enhanced flavor to the customer experience.  


Along with these perks, customers can select the language of their choice adopted by AI customer service, enabling brands to provide customer service on a local scale. 


Various brands have begun interacting with their customers via messenger apps such as WhatsApp, Facebook Messenger, and Slack, each of which can seek advantage from AI chatbots to make their process more smooth and flawless



  1. Email marketing


Artificial Intelligence assists brands in customizing their email marketing campaigns according to consumer behavior, which implies that it enables marketers to deliver emails that are prompted by particular actions. The customers are delivered emails that are more relevant to their preferences, with the product suggestions, messages as well as captions being customized as per the customer’s behavior.


Along with more customized content, Artificial Intelligence also aids marketers in optimizing their email campaigns, enabling them to magnify their results. Boomtrain, Phrasee, and Persado are a few of the tools which AI adopts for email marketing. These tools allow marketers to interpret and enhance campaigns faster.


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Basically Artificial Intelligence aids email marketers in reaching out to the correct customers at the correct time, establishing that the delivered message is pertinent, intriguing and raises the possibility of conversion. It also allows a better comprehension and analysis of the types of captions, images, and items that supply the most fruitful results.



  1. Digital advertising


Digital advertising has adopted Artificial Intelligence across platforms such as Facebook, Google, and Instagram for facilitating the optimum user experience. These platforms interpret the data of the users such as their age, gender, demographics, interests as well as other aspects for displaying the most pertinent advertisements and boosting the digital ad performance.


AI technology allows marketers to detect microtrends as well as envision trends. This in turn allows marketers to make strategic decisions on factors like where they can allocate their budgets and who they need to target. Consequently, brands can cut down digital advertising waste and establish that their spending provides fruitful results.


One such AI tool is Adext which is an Audience Management as a Service (AMaaS) tool that adopts deep transfer as well as machine learning for automating the managing and optimization of one’s ads on platforms such as Google AdWords or Facebook Ads. 



  1.  Marketing content


Artificial Intelligence allows companies to assess which content is most lucrative, based on the behavior of targeted users. It allows marketers to incur a better comprehension regarding the kind of content which works best for its target audience, enabling them to create or share the more relevant kind of content.


Instead of paying for generating expensive forms of content such as videos, AI-controlled tools can aid in creating them. For instance, FlexClip video maker is a tool that allows you to design and download high-quality videos without being reliant on any designer or needing to possess technical skills. 


AI can also be employed for curating as well as creating content. For instance, Netflix’s recommendation system suggests videos to its users based on their previous preferences. There are various such AI tools that allow these platforms to adopt them for suggesting items, blogs, videos, or other kinds of content that a website user would be interested in according to how they interact with the site and their behavior.


Yet another example is of intelligent AI tools such as Wordsmith, Articoolo, and Quill which are already being adopted by organizations like the Associated Press as well as Forbes for creating the news, which can enhance the clicks on their websites. Equipped with templates and fill-in-the-blanks for entering information and keywords, these tools can develop exclusive content giving off the impression that it was written by a human.



  1. Voice Search

The image shows someone conducting voice search through their smartphone

Voice Search 

Eliminating the need to type, voice search results has shifted the digital marketing world owing to the convenience they provide. The feature has taken the marketers by storm. All one now needs to do is vocally tell their device what they happen to be looking for and they are provided with it. The voice search is also available in a number of different languages. 


Google’s RankBrain facilitates concise search results in analyzing the voice of the user with the assistance of AI. Over the years with the progress in technology, the error rate in voice recognition has highly reduced, allowing voice search to become faster and more convenient compared to typing on a keyboard. Various voice applications including Amazon’s Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana have made life much easier and advantageous for users to carry out searches.



  1. Landing Page Experience


For any business, the most crucial element is its website and for any website, its landing page is the key for interactions. People have higher chances of exiting websites that do not facilitate a flawless landing page experience. This, therefore, becomes a hurdle for the marketers to be overcome in which they are aided by the adoption of AI.


AI tools allow the site owners to track visitor’s interests and behavior as well as grant a personalized landing page experience. Tools such as Unbounce and Personyze can aid in comprehending user behavior as well as assist in conversions.



7. Website design


AI has definitely made website designing easier through its technology. For instance, the AI-powered website design platform, The Grid, can design a website for the user on the basis of their data and how the user interacts with the website’s content.  


The Grid ensures that the only focus of the business owners is extended on the content of the website. The platform’s AI designer Molly, works on everything else from the content block, the colors as well as the web pages of the website. Similar to Siri and Alexa, the website owners can interact with the website to determine its design, finishing their website design much sooner. 



8. Predictive Analysis


This is the adoption of data, statistical algorithms, and machine learning techniques for detecting the chances of future conclusions on the basis of data history. 


Predictive models help in predicting the chances of a particular prospect becoming a client. Other aspects like the quoted price integral for making a conversion, the chances of a client making a purchase can also be predicted. 


In terms of digital marketing, Predictive analysis is used for the ranking of prospects or lead scoring. The models generated by machine learning can be trained for ranking prospects or leads on the basis of particular criteria that is defined as “qualified purchasers” by the sales team. 




Whether we have been able to accept its presence yet or not, Artificial Intelligence has definitely established its place pretty thoroughly into our lives. While we may perceive the technology as an invasion of our privacy yet ethical employment of it could prove to be highly fruitful when it comes to the area of digital marketing. AI-powered tools have become more and more prominent and have proven extremely useful in the case of interpreting and predicting the customer's journey. 


Employing AI-enabled digital marketing strategies will aid brands in delivering enhanced customer experience as well in carrying out more effective marketing. At the same time, it will also aid in quicker problem-solving for the buyers.


This Artificial Intelligence dominant era gives a whole new approach to productivity, efficiency, as well as profitability. This offers the marketers the prospect of embracing an AI-driven future and revolutionizing their approaches to keep pace with a digitally propelled world. 

Latest Comments

  • deepyantiadvani2014

    Aug 16, 2020

    Here’s an article on how AI is changing the sales and marketing landscape… It’s pretty cool stuff https://www.engati.com/blog/the-state-of-ai-in-b2b-marketing-and-sales-engati-blog

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    Sep 17, 2021

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