Artificial Intelligence

Artificial intelligence (AI) was once a concept from sci-fi movies but has now become a reality in many people’s lives. ChatGPT’s success has been so fast that we are still trying to understand all of its possibilities. The question for marketers is whether AI is going to be a threat or an ally for human marketers?

To be clear, AI is an area of computer science that attempts to apply the essence of human intelligence to machines that are able to “think,” respond and perform tasks based on the data that is fed into them. How can this help marketers?

6 benefits of artificial intelligence for digital marketing

  • Optimization of campaigns

AI can optimize marketing campaigns by handling huge amounts of data while eliminating the risk of human error.

  • Chatbots

These AI-powered systems respond to and communicate with humans using real-time, bespoke responses to provide a 24/7 customer service experience.

  • Predictive analytics

Using machine learning and big data analysis, AI is able to provide businesses with very accurate insights by processing very large amounts of data.

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  • AI-driven content marketing

AI is developing the ability to produce content, creating texts and images. It can already generate ad text and even blog posts (which may need to be checked by humans before publication.)

  • CRM

Artificial Intelligence can target customers with personalized promotions and offers by analyzing large data sets.

  • Influencer marketing

AI is able to identify specific micro-influencers who are most likely to suit specific brands and audiences.

You can learn more about influencer marketing campaigns in our recent article and try these tools.

AI and first-party data: a winning partnership

One of the many advantages of AI is its capacity to improve audience targeting. If businesses learn how to use it and how to place it side by side with their first-party data, they can see considerable improvements in campaign results. For example:

  • AI and calls

People prefer to phone a brand when they need specific information. These calls may be converted into rich first-party data with actionable insights using AI.

  • Customer preferences

AI can employ first-party data to present material or information suited to customers’ preferences.

  • Chatbots

Conversations that clients have with chatbots can help to understand if you are selling the right product to the right consumer. For example, patterns may emerge in questions or complaints.

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This is also a good reason to get a chatbot for your ecommerce business. Find more information about that here.

AI: threat or an ally for marketers?

According to, more than 80% of retail executives expect their retail companies to adopt AI-powered intelligent automation by 2027. Should marketers be worried about this?

If we analyze all the benefits and changes that AI offers, it seems that it will help marketers to work better and more efficiently. However, AI produces the best results when working in conjunction with humans to correct and steer it. Logic alone is not enough – emotion and sensitivity is also part of effective marketing.

What are the pros of using AI in marketing?

Artificial intelligence allows us to automatically optimize campaigns, communicate with audiences and extract valuable insights thanks to machine learning.

Can AI be used to leverage first-party data?

AI and first-party data make a good combination that will allow brands to improve data collection, process it and engage with users.