How to Use AI in Digital Marketing

freelance digital marketing consultant

Artificial intelligence (AI) is used in digital marketing to automate marketing processes and choices and get consumer insights through the use of AI skills including data collecting, machine learning, natural language processing, and data analysis.

The benefit of AI is that it can quickly provide you with insights into consumer behaviour by gathering enormous volumes of data. Depending on a customer’s behaviour and preferences, these might be utilised to respond to and customise their demands. AI may also change and advance with time in response to input and fresh information.

Marketing professionals have a lot of opportunities to become more individualised and efficient using artificial intelligence. Customers will therefore receive pertinent material that may be prompted by website activities, advertisements, or branded messaging.

However, AI doesn’t take the place of human duties and labour! Although it is a technology that enhances and complements those, its proper usage needs human abilities.

And how is AI being used by marketers?

1. Content and image creation

Marketing teams are frequently under pressure to provide content fast for a variety of platforms and uses. But producing quality content requires time and work, and many marketers lack these resources.

The reason generative AI technologies, like ChatGPT and Jasper, have become so popular is because they enable content generation. This might include blog posts, landing sites, ad text, email subject lines, or anything else you require for your content marketing. AI writing prompts may also be used to craft attention-grabbing headlines and tailor material to your target audience, thus promoting personalisation.

Time and money are saved by using these technologies. But before going live, be sure to check over any material to make sure it has personality and aligns with your brand identity.

2. Customer service and support

Chatbots powered by artificial intelligence have long been used to interact with and inform consumers. People flock to chatbots first when they want to engage with a company or receive immediate answers to basic questions.

On the other hand, AI plays a larger part in terms of consumers. By personalising message and content, anticipating wants, expediting purchases, and resolving questions or issues with the appropriate department or agent, it may enhance the customer experience.

3. Customer segmentation

Targeting and segmenting your consumer base can help you find and win over your most valued clients. But doing it by hand may be expensive and time-consuming.

AI may divide up your prospects and customers into groups or subsets based on shared requirements, interests, or behaviours by using algorithms.

Subsequently, you may target and interact with these groups by using real-time, adaptable, and tailored messages. While Natural Language Processing (NLP) may analyse client comments and reviews to enhance your products, services, or customer experience, recommendation systems can provide suggestions for goods, services, or offers that correspond with consumer preferences.

4. SEO

Search engine optimization (SEO) is one field in which artificial intelligence has enormous promise. In order to rank online sites, search engines like Google have been utilising complex algorithms that crawl and index the pages. Through Search Generative Experience (SGE), AI is now being further integrated with that process, drastically altering the search landscape.

In addition to producing meta tags and headers, AI can analyse user behaviour to automate and enhance keyword research and content optimisation. Through predictive SEO, marketers may also use it to forecast user behaviour, algorithm changes, and SEO trends. 

AI may assist improve both voice and visual search, which are becoming more and more significant methods for consumers to obtain information. This may be achieved by emphasising long-tail and natural language processing (NLP) keywords and adding pertinent information to photos.

5. Pay-Per-Click advertising

With pay-per-click (PPC) advertising, you only have to pay when a user clicks on your advertisement. PPC marketing is a valuable technique since it may quickly yield results, reach new consumers through focused ads, and be readily adjusted and optimised.

AI may improve your pay-per-click (PPC) campaigns by:

*Keyword research

*Bidding and targeting

*Ad creation

*Ad scheduling and placement

*Predictive analysis

*Fraud detection

Marketers should expect to see new PPC ad styles, targeting strategies, and measurement tools as technology advances. This is the reason it’s critical to monitor changes and remain current.

6. Data analytics

With so much information accessible through so many different outlets, marketers frequently experience overload. Artificial intelligence, however, is capable of quickly processing enormous amounts of data. This can assist marketers in deriving insights from data and in forecasting patterns and behaviours based on past data.

AI may also be used to find patterns and identify abnormalities in data. AI and data analysis working together can promote hyper-personalization. Your messaging and approach may be more precisely focused the more you know about your clients. For instance, it may be applied to retail to improve customer service and manage inventories.

Excellent data analysis features are offered by ChatGPT, particularly when using its Advanced Data Analysis plugin. This allows you to feed a spreadsheet to ChatGPT, which in turn lets you find deeper insights beyond the spreadsheet’s contents.

In the end, it comes down to leveraging AI technology in data analysis to produce more insightful business decisions in a way that suits your needs.

7. Email marketing

Since email marketing is still a powerful tool for engaging consumers and converting prospects, it should be a key component of every marketing plan. You may increase efficiency and save time with your email marketing by utilising AI technologies.

Using AI in emails allows you to:

*Analyse email performance to identify how to optimise your email strategies (e.g. high-performing subject lines)

*Create triggered workflows driven by user actions

*Conduct campaign and workflow analysis

*Craft copy tailored to your audience

*Personalise content to audience segments 

*Enable dynamic content

*Perform A/B testing

By analysing data to ascertain the worth of an email address or email list, AI may also curate your email lists. By monitoring the value each email generates and examining its frequency, you may also gain insights regarding the timing of your emails.


We are aware that integrating artificial intelligence into your work might be challenging and intimidating. However, it is not to be seen as a threat. AI has the potential to be a very useful partner in your quest to accomplish your objectives.

AI technologies are, after all, excellent at handling labour-intensive, routine, and predictable jobs. This gives you more time to concentrate on the more strategic and creative elements of your work. 

Gaining knowledge and proficiency in AI will also benefit you personally. You’ll get new abilities and practical expertise in generative technology, a field that employers are looking to hire or advance in that is expected to grow in popularity.

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