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The Role of Artificial Intelligence In Your Digital Marketing Strategy

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Science fiction depicted artificial intelligence (AI) as robots that mimic how humans think and act. Some even portrayed AI as violent machines that aimed to destroy the world. However, as time and technology progressed, the world got a clearer view of how AI works. Fortunately, they’re not as horrifying as portrayed in popular sci-fi movies.

AI has become more common than many think. It’s present in almost every gadget, program, and online platform, serving various purposes for every individual and business. Additionally, studies estimate that by 2028, the global AI market could surpass 107.5 billion US dollars.

Keep reading below to learn more about artificial intelligence and the role it plays, particularly in digital marketing.

What is Artificial Intelligence?

AI refers to machines or systems designed to simulate human intelligence and act to achieve their programmed goals. Generally, AI analyzes data and looks for patterns to make predictions and decisions without human intervention. That means AI-based technology is more independent and does complex or repetitive tasks.  AI is integrated into everything, even in password management tools such as magic link.

Today, there are six major branches of artificial intelligence. These are:

  • Machine Learning
  • Expert Systems
  • Robotics
  • Neutral Networks
  • Fuzzy Logic
  • Natural Language Processing

Out of all AI fields, machine learning is the most common. It is behind devices such as smart assistants you have at home. So, when you ask Siri or Alexa to do anything, you interact with a version of artificial intelligence.

AI is also present in different industries. For instance, manufacturing plants use AI robots that perform repetitive tasks, particularly on the assembly line. In healthcare, medical devices use AI to meet different needs, from streamlining data to medical assistance.

Artificial Intelligence in Digital Marketing

Digital marketing benefits significantly from using artificial intelligence. It has helped marketing professionals improve their reach and communicate more effectively.

The following are some examples of AI use in digital marketing.

Targeting potential customers

Targeting is an integral aspect of digital marketing. It helps brands reach online users who are potentially interested in their products and services. It’s an effective way to drive sales by maximizing the reach of each marketing campaign.

With machine learning, various digital platforms enable marketers to use AI to target their audience accurately. For instance, marketers can send campaigns directly to the target audience’s social media feed.

Additionally, AI enables targeting to work more precisely using various user data. These include age, location, interests, and recent engagements or purchases.

AI-powered targeting is now a standard in various channels that have their online ad platforms. Some of them include Google, Facebook, and Amazon.

Communicating through chatbots

Chatbots are among the fastest-growing AI tools that many companies use today. In 2021, the global chatbot market reached 525.7 million US dollars, and it’s expected to grow.

Chatbots are AI-based programs that simulate human conversations. These digital assistants are designed to process requests and give helpful answers to frequently asked questions.

In digital marketing, chatbots provide better customer engagement. They typically prompt conversations with visitors to encourage them to inquire. Plus, they can automate messages like product recommendations based on a visitor’s purchase history.

The best thing about chatbots is that they can help boost workplace efficiency by dealing with common inquiries or transactions. They’re also available 24 hours a day, even on weekends. That means they can accommodate questions from multiple customers without hiring more people, reducing customer service costs.

Finding micro-influencers

The boom of modern influencers significantly shifted how people market online, particularly on social media. Many marketers now dedicate their time to finding the right influencers to fit their branding.

Influencers used to be celebrities endorsing brands on their social media pages. However, that drastically changed when many types of influencers emerged in the market.

These influencers vary in the number of followers and have different goals. However, many businesses choose to partner with micro-influencers.

Micro-influencers have a follower range of 10,000 to 100,000. They have the status of a celebrity and an everyday online user, making them more relatable to their audience. Better engagement with a target audience is why many brands prefer to partner with micro-influencers.

Social media platforms with AI-based algorithms can help identify micro-influencers. These algorithms can help match brands with the appropriate influencer through search results, and social media feeds. Marketers can save significant time looking for an influencer by using these AI algorithms.

The Future of Digital Marketing

Today, people are moving away from wondering what AI is to thinking of how to maximize its use. AI has become an integral component of various modern tools and techniques. It’s changed the way people do most of their everyday tasks. It’s also changed the way businesses market their products and services online.

Thanks to AI-based solutions, digital marketing could become the future of efficient brand promotion and communication. It could change the future of marketing as we know it.


Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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