How AI is Transforming Digital Marketing in 2024

Artificial intelligence (AI) is now a well-established technology in digital marketing. A global survey conducted in 2022 found that 90% of marketers across 35 countries use AI in some capacity within their strategies. The widespread availability of free and affordable AI tools means that incorporating AI into marketing workflows is the most effective method for brands to enhance productivity and gain a deeper understanding of their audience.

This will explore three exciting AI trends and the best practices for implementing this transformative technology in your digital marketing:

1. Generative AI for Content Creation

Thanks to ChatGPT, generative AI is currently a leading topic in marketing. It harnesses AI to generate content from existing data and inputs. Examples of generative AI marketing tools include:

• AI content creation tools that write blog posts, product descriptions, and other copy
• Software that generates images, videos, and other visual assets
• AI-powered chatbots and virtual assistants

Generative AI can significantly boost productivity, but it's crucial not to depend on it too heavily. AI lacks the human touch needed to genuinely connect with your audience. Your brand's distinctive voice and personality should still be shaped by your human writers and designers. For more knowledge on Generative AI content creation best practices, check out our guide "Google AI Overview: GenAI Experience in Search".

2. AI-Powered Voice Search Optimization

AI plays a crucial role in optimizing content for voice search. Businesses can utilize it to analyze speech patterns using natural language processing (NLP) to comprehend how people speak and the specific phrases they use when making voice queries. With this data, businesses can create content with a more conversational tone and structure, while incorporating the words that make it easy for voice assistants to understand.

3. AI for Audience Insights and Personalization

AI is great at analyzing large amounts of customer data to uncover insights that drive more personalized marketing. By using AI to segment audiences, predict behaviours, and optimize content and offers, brands can deliver highly relevant experiences that boost engagement and conversions.

Best Practices for Implementing AI in Digital Marketing

While AI is a powerful tool, it is important to use it strategically and not as a replacement for human expertise. Here are some best practices:

• AI should complement, not replace humans. Writers and designers should convey your brand's unique voice and personality.
• Use AI to automate repetitive tasks. AI can save time on research, content creation, audience analysis, and more. However, it should augment your team, not replace them.
• Ensure that AI is trained on high-quality data because the insights and outputs of AI are only as good as the data it's trained on- Remember, garbage in, garbage out.
• Maintain human oversight and control. Always have a human in the loop to monitor AI outputs, ensure accuracy, and make final decisions.

AI is no longer the future of digital marketing, it's the present. By embracing AI strategically and responsibly, brands can boost productivity, gain deeper audience insights, and deliver more personalized experiences that drive results.

About the Author

A highly motivated analyst with a strong background in data analysis, SEO, SAP and market research. With expertise in powerful analytical tools such as SQL, Python, and Excel. Well-equipped to generate insights that drive business growth. Proficient in data visualization and reporting allows effective communication of findings and tracking historical data trends.