How Companies Are Using Artificial Intelligence In Digital Marketing

How Companies Are Using Artificial Intelligence In Digital Marketing

Artificial Intelligence, often abbreviated as AI, may appear contradictory at first, but it is enhancing our world's intelligence through the automation of tasks, computation of solutions, and the enhancement of efficiencies. What was once a concept found in science fiction is now quietly but progressively becoming a part of our daily lives.

Let's consider commuting as an illustration. When you drive to work, you likely encounter traffic delays. AI plays a role in shortening your commute by providing real-time data to navigation apps, which adjust routes based on traffic, roadwork, and accidents. If you opt for public transportation, AI ensures efficient service. Even when using ride-sharing services like Uber or Lyft for the final leg of your commute, AI predicts pick-up times, ride durations, and ride-sharing opportunities.

This is just one everyday scenario where AI is at work. It also pervades your daily life through popular technologies such as SIRI, Google, email, Facebook, Alexa, Amazon, Instagram, Netflix, Pandora, and many others that we've grown reliant on. Indeed, AI is omnipresent!

AI has also made significant inroads into the realm of digital marketing. It operates behind the scenes to enhance pay-per-click advertising, tailor websites to individual preferences, generate content, forecast consumer behavior, and more. Marketers are increasingly recognizing the advantages of this technology. According to Forbes, in 2018, 84 percent of marketing organizations either adopted or expanded their utilization of AI and machine learning.

Businesses can leverage AI to enhance their digital marketing efforts in two primary ways. On one hand, it supports backend functions, helping marketers predict product demand, create customer profiles, and engage in programmatic ad buying. On the other hand, it enhances the customer-facing aspect, empowering marketers to improve the overall customer experience, thus reinforcing brand strength and driving higher sales. In fact, three-quarters of organizations using AI and machine learning report a customer satisfaction increase of over 10 percent.

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4 Ways Companies Are Using Artificial Intelligence in Digital Marketing to Improve Customer Satisfaction

When considering the enhancement of customer experiences through AI, four notable advancements emerge as noteworthy: chatbots, predictive and personalized content, content generation, and image recognition technology. Each of these innovations has the potential to enhance customer service and assistance while providing more precise and pertinent content. Let's delve into these technologies and understand how they can positively impact your overall financial performance.


A chatbot is a software application that employs artificial intelligence to engage in conversations. You might have interacted with a chatbot when visiting a website in search of information. Chatbots can engage in spoken or written exchanges, with the latter typically appearing as chat windows on your computer screen. They are sometimes referred to as messenger bots and were hailed as the best new marketing tool in 2017.

Certainly, a chatbot isn't venturing out into the world to promote your business, unlike traditional marketing channels such as ads or emails. However, chatbots serve as potent marketing tools, particularly in the realm of social media. They excel at offering customer service, benefiting both customers and your brand. Additionally, they gather valuable customer data to fine-tune your messaging and can relay these tailored messages on your behalf. Moreover, chatbots can guide customers through the sales process by posing specific questions to assist them in locating the products they desire.

For example, the National Australia Bank (NAB) introduced a chatbot as a digital virtual banker for their corporate clients, streamlining administrative tasks and saving their customers time. This chatbot is accessible 24/7 to address customer inquiries. Impressively, it can respond to over 13,000 variations of more than 200 questions, drawing insights from actual customer queries to provide answers.

Predictive and Targeted Content

In addition to responding to inquiries through chatbots, artificial intelligence can be employed to gather additional information about potential leads and existing customers. Subsequently, AI leverages this data to forecast future behavior and create more focused communication. This content may be disseminated through a chatbot, as previously mentioned, on a dynamic web page, or via email. This versatility arises from AI's capability to send the appropriate email message at the optimal moment by utilizing dynamic content and determining content based on prior customer interactions. By analyzing a customer's website visits, blog post reads, email interactions, and more, AI can smartly select content that is most likely to resonate with a particular customer and automatically incorporate it into an email. Through a technique known as "churn prediction," AI can also anticipate when customers are becoming disengaged from a brand, allowing for the delivery of personalized content that is likely to capture their interest and re-engage them.

Content Creation

Furthermore, the demand for substantial amounts of content is a persistent challenge. Ever since the inception of content marketing, marketers have consistently identified content creation as a major obstacle. Crafting high-quality content is time-consuming, and effective marketing necessitates a significant quantity of it. AI can assist in alleviating this challenge by producing content on your behalf. This content can take the form of lengthy articles that appear as if they were written by a human, or it can be more targeted, such as AI-generated email subject lines and social media ads using Persado's language. In either scenario, the content is centered around the customer and serves a specific purpose, offering valuable information to customers as they seek it without requiring extensive time and effort from an employee or freelance writer.

Image Recognition Technology

Finally, we offer image recognition software as an AI solution that businesses can leverage to enhance the customer journey. Image recognition technology has a well-established presence, and you've likely encountered it on platforms such as Facebook, where it automatically identifies and tags friends in photos you upload. Furthermore, image recognition software plays a key role in customizing customer interactions. To illustrate, a leading retail giant like Macy's introduced Macy's Image Search, an application enabling customers to upload a picture of an item and locate a similar product within Macy's extensive inventory.

Incorporating Artificial Intelligence into both our technology and daily lives has seamlessly integrated itself, making it convenient for consumers to reap its advantages. However, marketers must also embrace AI's potential to enhance their roles, ultimately elevating customer satisfaction, reinforcing brand loyalty, and boosting revenue. AI represents just one facet among the many emerging tools, trends, and technologies that marketers need to stay abreast of. This is precisely why Simplilearn offers an all-encompassing Digital Marketing certification program, encompassing eight key areas such as search engine optimization (SEO), email marketing, social media marketing, and more. This training is designed to ensure you and your entire team stay up-to-date and self-assured in the digital era.

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