AI in digital marketing is no longer a topic of interest only for “tuned-in geeks.” In fact, companies are adopting AI to automate tasks, improve performance, and deliver on their marketing strategy goals. The benefits include:

What are the positive implications of artificial intelligence for marketing?

Boosts productivity – Automating a variety of tasks frees up team members to focus on more strategic and complex projects. Drives efficiency – Digital marketing automation streamlines repetitive processes such as data input, email campaign management, and client communication, allowing your team to spend more time on customer outreach.

Creates more relevant content – Machine learning (ML) helps marketers produce personalized and timely messaging. It uses natural language processing to understand what customers are saying, interpreting their sentiments and pulling insights from a wide range of data such as past purchases, social media conversations, and web analytics. This enables marketers to deliver personalized content via chatbots, in dynamic web content, and in email campaigns that are uniquely tailored to each individual customer or prospect.

Increased marketing ROI – AI-enabled ML helps marketers optimize campaign ROI by better targeting receptive audiences through predictive analytics and attribution modeling. This is done by identifying patterns in customer behavior and understanding what drove them to convert on your website or engage with your brand.

Reduced human error – Many AI marketing applications automate and take human decision-making out of the loop, such as those that power programmatic ad buying or Netflix video recommendations. Other applications are less visible, like the ML that makes split-second decisions about what ads to display to a user on a mobile app or TV screen.