AI or artificial intelligence is a term that is changing the realm of digital marketing in the last few years. Since AI is offering excellent results, digital marketers are not afraid anymore to utilise it. During a survey with 1600 marketers by MemSQL, 61% of the marketers have said that artificial intelligence and machine are part of the data initiative. Salesforce Survey in 2018 has revealed that 84% of marketers have adopted AI already which has been only 29% in the previous year.

Data availability, analysis, and the opportunity to use the information for making ads are increasing its appeal every day. Now, the question is whether AI can replace digital marketing. First, you must try to know everything about digital marketing and AI.

Let’s look at the relationship between AI and Digital Marketing in detail now.                          

Impact of Artificial Intelligence on Digital Marketing 

By using automated technology, digital marketers are taking customer experience and marketing to another level. Few adjustments are enough to extend your business capabilities. Here’s how can AI can help the digital marketing process.

Data-Backed User Targeting

Customer data analysis and buying behaviour prediction are possible through the proper use of AI algorithms. The method helps to remove guesswork and intuition from the way of understanding a customer’s marketing decision. For example, an e-commerce ad is often shown based on the customer’s wish list and browsing history. On the other hand, Instagram gives importance to liked posts and accounts to show relevant ads. However, it may not be restricted to product advertisements anymore.

Content Discovery and Automation

By using the AI algorithm, digital marketers can do the repetitive and basic work saving time and effort. For example, AI tools help to pick the right article for a website to create an engaging point with the customers. Some of the platforms are making content solely based on these findings. They can produce highly optimised content and enhance the possibility of being discovered by prospective customers.

Some of the platforms such as Taboola consider themselves different from the platforms such as Facebook and Google. It views itself as a hybrid platform where customers can see a combination of digital advertising, content aggregation and analytics using a huge set of data obtained over time through AI. Both machine learning algorithms and AI come together to improve the power of the content whereas analytics assist in creating a strategy for future content generation. Digital content can be easily customised as a result.

Customer Behaviour Prediction

Brands are collecting data from customers from all over the world. Each action and interaction online are taken into account. Recommendations are usually made based on purchase behaviour. So, it often creates an impact on future purchases. Both second and third-party websites, as well as services, are analysed to make predictions. Therefore. AI tools collecting data for use may not be limited to one platform or a single session.  

Predictive Behaviour Analysis is at its initial stage at the moment. However, AI is absorbing data of the customers constantly to interpret the data and make analysis. The introduction of a new algorithm at regular intervals is taking AI prediction towards perfection.

Real-Time Customer Support

Chatbots powered by AI save a lot of time for companies as there is no need to wait for a reply anymore. Chatbots offer quite a similar experience of conversing with human beings in real-time. It creates a positive experience for the customers and increases brand loyalty. 

According to Salesforce, 57% of marketers think that AI can create a great influence on automated social interactions through the use of chatbots. For example, Haptik allows a customer to do various daily tasks using voice assistants such as travel booking and online shopping and food delivery. It is an advanced system that acts as a regular chatbot. It takes help from advanced machine-learning techniques. 

Automated Ads

AI plays a crucial role in the creation of online ads. 

Google is the largest ad network online. It runs on automated bidding. Therefore, marketers have to customise the bid by looking at the number of possible clicks from prospective customers that may lead to conversion. The machine learning of Google relies on the brand’s business agenda and it manages to keep a record of the assigned budget.

Google is offering AI-driven local campaigns to small businesses. Store visits can increase exponentially by targeting the right customer living in the vicinity. Through a few simple inputs, features like business locations and creatives must be activated. Later, Google can optimise everything.

Can AI Replace Digital Marketers?

Some digital marketers are concerned about AI replacing digital marketing. However, there is nothing to worry about at all. AI is effective. However, digital marketing still requires inventiveness, creativity and genuineness to connect with prospective and present customers. Digital marketing requires a human touch. Both storytelling and emotion are an integral part of the occasion. And, these are two things that AI have not managed to master yet. 

In conclusion, it can be said that AI may not replace digital marketing. However, it can improve the effectiveness of digital marketing.