How To Enhance Your Digital Marketing With AI

Karan Sharma is a digital commerce expert and the co-founder at Kinex Media Inc, a creative digital agency in Toronto.

I remember the days when a static banner ad was the peak of marketing. We have come a long way since then—from simple websites to dynamic social and digital marketing ad campaigns powered by artificial intelligence. Aside from being just a new kid on the block (at least, in the mainstream), AI has become a prominent piece of our digital marketing landscape.

Now, you might want to know, as many of our clients do, how you can leverage AI for your digital marketing efforts. In this article, I’ll share some insights, based on my experience in leading a creative digital agency, to help you understand how we’re seeing AI reshaping digital marketing strategies.

From Data Overload To Strategic Insight

Nowadays, I feel that one of the biggest challenges we face as digital marketers isn’t actually a lack of data but excess levels of information available to us everywhere we turn. We’re all drowning in metrics—from websites, social media, email campaigns and ad platforms. But this is where AI can be a real game changer.

AI can now process and analyze vast amounts of data in real time, pinpointing customer behavior, predicting market trends and recognizing opportunities that would take a human team a lot of time to recover.

One way we use AI in data analysis and segmentation is to identify conversion predictors. Don’t just look at what happened last weekend or months ago. Let AI analyze full customer journeys to predict when a user is most likely to convert. This can help you deploy targeted campaigns at the exact right moment.

You can also use AI tools to monitor social media and search trends in real time. This can help you get ahead of customer demands and competitor moves, so you can stay proactive instead of being reactive.

Content Creation And Optimization At Scale

In digital marketing, creating high-quality content at a consistent level is extremely important. While using AI for content creation has a way to go, you can still use it to help you create some essential strategies, like identifying content gaps.

For example, by having your AI tool analyze trending topics in your niche and identify content gaps, you can build content that your audience is actively searching for. I also recommend using AI to generate first drafts and outlines, which can help you avoid writer’s block. This can free up time to focus on the strategic work of editing, refining and adding your unique brand voice.

Hyper-Personalization

The one-size-fits-all messaging that used to rule the roost is over. Nowadays, every consumer expects a personalized experience, and AI is what makes it possible to deliver at that level. What we used to consider a tedious, manual process of segmentation and A/B testing has become largely automated. Here are some ways you can optimize hyper-personalization in digital marketing with AI:

Ad Campaigns With Dynamic Content

Avoid wasting your time (and ad spend) on underperforming creatives by using AI to generate and test ad campaigns at scale. Instead of manually creating a few ad variations, use AI to generate hundreds of different headlines, images and calls to action.

AI can also help with budget allocation by automatically testing these variations in real time and shifting your budget to the best-performing ads, which will ensure that your ad spend is always working well.

Email Marketing

Consider using AI to analyze a subscriber’s previous purchase history and purchasing behavior to automatically send them personalized product recommendations or content. Determine the right send time for each individual using AI to ensure that the email lands in their inbox when they are most likely to open it.

How AI Is Revolutionizing The Role Of The Marketer

Perhaps the most important change AI has brought to our industry is the role of the marketer itself. The initial fear that AI would replace humans was a common one. But what I see is the opposite. Think about AI as being a strategic assistant that allows you more time to:

• Focus on high-level strategy. Use AI to analyze and optimize data so that you can build a cohesive brand narrative and a long-term strategy.

• Generate creative ideation. When you have more time on your hands, you can brainstorm campaigns and creative ideas that only humans can develop.

• Build genuine relationships. Use your free time to connect with your audience on a deeper and more empathetic level. The human aspect of storytelling and connection is more valuable than ever.

A recent report by PwC shares that nearly half of tech company leaders say that AI is “fully integrated” into their company’s core business strategy, which shows that adoption is moving from experimentation to a strategic requirement.

The future of digital marketing is not about AI versus humans. In fact, it is about AI and humans working together. The most successful marketers in this new age will be those who adopt AI as a partner, utilizing its power to be more strategic and more creative, while staying more connected than ever before.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?