Digital Marketing and Artificial Intelligence (AI)

Digital Marketing and Artificial Intelligence (AI)

March 20, 2017


The term artificial intelligence (AI) has gained considerable popularity in the last decade. However, it still lacks a widely accepted definition. As the name suggests, AI is the exhibition of intelligence by machines. We are already using intelligent machines capable of understanding environment, making critical decisions, and solving complex problems. We are well aware of the fact that technology has completely dominated the contemporary marketing world. Simply put, the idea of developing artificial intelligence for marketing processes is similar to that  of creating AI for self-driving cars.

The combination of analytics, big data, and AI can build intelligent marketing machines capable of creating a truly personalized user experience. It will make the life excessively easy for marketers. There are some conventional marketing tools that streamline some of the manual marketing processes, however, with certain limitations. For instance, automation tools can create and send emails but those emails cannot create a fully personalized experience for readers.

So far as stats indicate, it would get increasingly difficult for digital marketers to achieve sustainable growth and engagement by using outdated automation tools. Marketers need intelligent machines capable of resolving issues such as the lack of personalization in marketing campaigns. Artificial intelligence can certainly help marketers mitigate technological deficiencies and improve the quality of their marketing endeavors. In fact, AI has already started playing its role in reshaping digital marketing.

The learning abilities of computers

Can machines learn? Is it possible for computers to process a human language to a level where it makes sense? Natural Language Processing (NLP) deals with computational linguistics and artificial intelligence, creating possibilities to program computers capable of processing human languages, emotions, feelings, and sentiments.  A simple demonstration of machine learning and NLP is the smartphone keyboard with the ability to learn from a user’s typing behavior and assist him to type quickly by fixing and predicting text.

AI and optimization

AI-based tools, as an alternative to traditional AB testing tools,  is a great example of machine learning. In order to improve the effectiveness of conversion rate optimization, AI allows marketers to test a variety of elements and variations simultaneously, making it easy for marketers to optimize their web experiences in a time efficient way.  


Segmentation plays an essential role in creating successful online marketing strategies. Categorizing an audience on the basis of age and gender is not enough. Marketers have to go a little further and make segments based on preferences, interests, location, devices, and engagement. AI can help marketers target individuals or a group of people with more specific inclinations and needs.

Understanding data

The right interpretation of data obtained from metrics plays a vital role in making informed decisions. Howevers, most of the marketers do not have time to absorb and process complicated and boring sets of data. Thanks to automated semantics, AI can not only process complicated information but also provide users with valuable business insights.  

From customer experience to social media campaigns, AI is set to influence digital marketing to a greater extent. Coming years will further define the term artificial intelligence and its role in online marketing.

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