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How Artificial Intelligence is changing the digital marketing landscape

The promise of artificial intelligence is now beginning to be felt in both our personal and professional life, owing to home and mobile device technologies like Alexa and Siri, not to mention the Machine Learning analytical software that is being incorporated into several developmental disciplines. It is easy to understand why marketers are less concerned about a HAL 9000 scenario and more enthusiastic about how AI may improve their marketing efforts given that these are only the beginning of what is to come in the development of AI technology.

This artificial intelligence (AI) subcategories will aid in bringing about these modifications in the marketing industry:

  • Machine Learning

This technology performs exactly what its name suggests. Software that understands data and solves problems without human intervention essentially “learns” by itself. It can be used for a variety of marketing-related purposes, including lead generation, search engine optimization, and ad targeting, to mention a few.

This aspect of AI will, in part, serve as the foundation for machines to begin making more business decisions, freeing up time and resources for business owners and employees to concentrate more on the human aspects of business and marketing activities. The use of digital personal assistants like Google Assistant is one illustration of decision-making in this context.

  • Marketing that is intent- and consumer-focused

Data-driven marketing and decision-making strategies are the foundation of AI. In order to create more user-friendly automated systems and client profiles, various platforms now gather and store all kinds of statistics as part of analyzing customer behaviors. This enables marketers to target particular customers along a sales funnel who might not even fit the conventional definition of a target market.

Software that can see and comprehend a customer’s interests can therefore better meet that customer’s wants, moving them along the sales funnel more quickly, practically instantly. With the aid of this technique, more impulsive purchases are made during those times of irrational desire.

  • Semantic Web Search

This is merely a more thorough examination of the concepts of machine learning and meta-analysis. Semantic searching is the ability of computers to fundamentally comprehend the context of user searches in order to provide a set of results that are tailored. This is accomplished via the AI’s capacity to comprehend more about the contextual meaning of particular search patterns and expressions, as well as taking into account factors like the user’s search history, all of which feed into the results page.

Several factors are mixed together in an AI-assisted search, which makes Search Engine Optimization (SEO) more complex. Semantic search, in essence, is all about using AI systems to delve deeper and figure out why a user is looking for something, as opposed to simply returning the results of a standard word search.

  • Curation and Content Production

Do you have a friend with whom you spend so much time that they start to anticipate your thoughts before you even utter them? That friend that is familiar with your tastes in various topics? Sort of obtrusive, kind of awesome, right?

Similar to your friend, artificial intelligence (AI) is utilized for content creation and curation. A piece of software keeps track of your choices and gradually learns what kinds of material you prefer to see more or less of.

Examples of this are all around us, thanks to subscription services like Spotify. Every song you listen to on the music streaming service contributes to data collection. It then succeeds in marketing to you additional stuff it thinks you’ll like.

  • Speech Recognition and Voice Search

Because of personal and home devices that provide services like Siri and Alexa, voice search and speech recognition have become some of the most widely used applications of artificial intelligence (AI) in recent years.

What was formerly seen as a novelty has been developed and extensively accepted by the market as a reliable search type. These days, completing a search through a brief interaction with an AI system is considerably more efficient than having to manage a device, close programs, and manually look into the matter yourself.

With each passing day, the speech recognition software’s error rate decreases, making it possible for these devices to more effectively advertise specific goods and services that are pertinent to the queries being made by users.

  • Generating leads

Lead creation is one of the main problems that every marketer has to deal with. Imagine a software that not only searches through mountains of data to identify your potential clients and customers but also notifies you of each lead’s position in the customer journey.

By eliminating the difficult chore of finding fresh leads, you can devote more time to creating your customized pitches and sales calls.

  • Chatbots

Chatbots haven’t been all that impressive so far. Many users who visit a website are greeted by an answering machine of automatic responses to predetermined inquiry paths. The entire process can be rather upsetting and unpleasant. Many clients have expressed that they do not feel valued when they are left to speak with a robot that has limited communication options.

The development of chatbots, however, has put them on a path to passing the Turing test. To intimidate online viewers and mimic two-person online discussions, some chatbots have gone as far as to use linguistic fillers like “Ums” and “Ahhs” as well as spelling mistakes.

  • Customization and Automation

The current marketing environment was developed by a great deal of trial and error, with a lot of people making educated guesses about the current market and using various types of “A/B Testing” to comprehend customer behavior. Although we have made great strides in our analytical tools, the human/data analysis aspect has always been a constraint.

In order to have a sophisticated grasp of the market, machine learning, and AI are being utilized as a tool to cut through the noise and analyze data in a way that only a computer can.

Due to its ability to analyze vast amounts of data to virtually pick how it will route-specific information, automation is one of the most intriguing and practical AI uses in digital marketing. As a result, we may anticipate that developments in automation will aid in both B2B and B2C optimization.


In the realm of marketing, developments involving AI and machine learning are numerous. Marketers need to look at technology beyond data analysis. It’s important to consider how this technology will be used by consumers rather than merely submitting to the onslaught of technical advancement.

Although we may perceive AI as a form of privacy invasion, it is part of your responsibility as a digital marketing expert to know how to use it morally. AI-driven solutions will continue to be used more frequently and are incredibly helpful for analyzing and forecasting the buyer’s journey.

With over 18+ yrs of experience in Global Marketing Communication & Branding. Previous to this, he worked with companies like Boston Consulting Group (BCG), KPMG, and ZS Associates, Aptara etc.

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