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How to use AI in your marketing
AI marketing systems can make automated decisions based on
collection, data analysis,
and additional observations of consumer trends
that have an
impact on marketing efforts.
These tools vary widely in
their complexity and capabilities,
can independently execute
repetitive tasks to highly
intelligent systems that can
augment, or replace, human
on a strategic scale.
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building a website with AI
of using AI in
So, why is the hype around
AI in marketing, and why
does it seem like everyone is rushing to implement it?
Well, the simple answer is
that it can lead to all of
AI can collect and analyze vast amounts of
data much more efficiently than humans.
It can create personalized experiences for individual customers, improving
customer satisfaction and
Marketers can leverage data analytics to make more accurate predictions about
This allows them to fine-tune digital marketing
and sales strategies based on ideal pricing, product and service offerings, etc.
Cost and time efficiency
AI is already being used to automate many
costs and increases
Improve user experiences
71% of users expect personalized
recommendations and 76% are frustrated by a lack of them.
AI can address this by helping users find what
faster and with less hassle.
Any marketing strategy
an optimized website
Build an SEO-
with AI in minutes:
- Answer a few questions about your business
- AI generates content and images based on answers
- Customize your content
- Add more pages with AI
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10Web AI Website Builder has revolutionized the way I build websites for my clients. The AI technology simplifies the entire process, allowing me to create stunning, custom websites in just minutes.
As a small business owner, I never thought I could have
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Thanks to 10Web AI Website Builder, I now have a beautiful
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So, how does AI help businesses achieve these spectacular benefits? Below, we’ll cover some of the general use cases for AI in marketing. These use cases apply almost universally to all types of marketing campaigns, industries, efforts, different mediums, and stages of the sales lifecycle.
AI is already being used widely to optimize marketing campaigns. AI can measure the success of marketing campaigns (either AI or human-driven), conduct A/B-style testing, and identify the individual factors that contribute to the success or failure of a marketing campaign. This information can be used to identify what works and what doesn’t to make future campaigns more effective.
Combined with machine learning, AI marketing tools can train themselves to improve their marketing approach over time. For example, by adjusting their tone, messaging, level of personalization, market segmentation, or offers based on the results of previous campaigns.
AI technologies can collect, organize, and analyze much larger data sets in much less time than humans. This allows it to identify and use a larger number of data points on each consumer in order to personalize marketing efforts to a much more granular level.
Even if you had this data at your disposal, it would not be viable to craft each individual email, message, or ad with this level of personalization using traditional methods. However, AI can generate personalized content at scale, allowing you to create unique experiences for each user.
One of the clearest examples today is how Netflix, and other streaming platforms, use AI to make personalized recommendations to their users.
AI can help with marketing automation across all facets. For example, AI tools can be used to automate back-office tasks, like curating subscriber lists, emailing customers about abandoned shopping carts, and providing automated customer assistance.
These tasks are time-consuming but require some level of intelligence to complete, so they are not suited toward pure automation alone.
On the other end, AI can be deployed to scale marketing efforts by automating the processes of creating content, disseminating it to leads, placing ads, etc. This allows you to do more with less time and frees up your human resources for more strategic work instead of using their time on repetitive tasks.
AI is not only good for automating repetitive tasks but also for acting with greater speed, accuracy, and confidence where strong decision-making is needed. AI can make automated decisions based on data collection, analysis, and by observing relevant trends.
The results of this analysis can also be used by human decision-makers to improve their understanding of the situation when making vital strategic decisions. It can allow them to act much faster than if they had to carry out this analysis manually, but with the same level of confidence. This is essential to gain a competitive advantage in markets where speed is of the essence and conditions can change at any time.
Now that we understand broadly how AI is being used in marketing, let’s look at more specific use cases for how it’s being used in modern-day marketing efforts:
AI content marketing and SEO
AI can not only be used to generate content but also to optimize it according to SEO best practices. Even tools like ChatGPT can be prompted to apply specific SEO-oriented techniques to their content to make it more relevant to search engines.
Similarly, AI trained on SEO models can be used to analyze existing content and suggest optimizations. The Yoast SEO plugin is an example of this type of technology that’s already widely used in WordPress websites.
As NLP, NLG (natural language generation), and LLM models improve, AIs will be able to generate more engaging and natural-sounding text. This will help improve secondary SEO metrics, like time on page and bounce rates.
Google’s stance on AI-generated content is that it’s not against its guidelines. However, the search engine is always looking for ways to improve its ability to identify high-quality, engaging content.
An example of this is Campbell’s, which used IBM’s Watson to generate personalized display ads featuring recipes based on a user’s geographical location, current weather conditions, and preferences. Doing the same level of research, creating recipes, and then finding users to show them to would not be viable using manual means.
The same principles can be applied to paid advertising. AI can optimize bids based on more factors than just user search terms by including demographics, like age, location, gender, etc.
Other benefits include automating the placement process, real-time design optimization, and fraud detection.
AI in affiliate and referral marketing
Through large-scale data analysis, AI is able to analyze relationships and generate high-quality connections with potential affiliates. Usually, this would require a tremendous amount of time and resource-intensive research.
AI can even be used to predict the potential long-term value of new affiliate partnerships or referral campaigns to decide if they seem worth it. It can track campaign performance in real time and either make or suggest optimizations to improve them with minimal downtime.
It also allows businesses to personalize their messaging to individual referrers or referrals to boost participation and conversion rates. Not to mention offer advice on how to optimize future campaigns for better outcomes.
AI in outreach (sales and PR)
As already mentioned, AI is a powerful tool for predictive lead scoring. If you believe in the 80/20 principle, then it will allow you to focus and prioritize the majority of your efforts on your most high-value, high-potential leads.
There are also many generative AI tools that specialize in creating content for outreach campaigns, using channels like email, social marketing, or instant messaging. Using machine learning, some models can train themselves over time by analyzing user sentiment and success rates to optimize their messaging. AI can also monitor social feeds for mentions or potential PR opportunities to time outreach campaigns for maximum relevance.
AI analytics can be used to optimize other factors, like the optimal timing and tone for individual consumer profiles.
AI in email marketing
29% of marketers believe that email is their most successful marketing channel. Plus, you can get a return of $42 for every $1 you spend on email marketing campaigns.
As such a high-value channel, it’s no wonder that specialized AI tools exist to take full advantage of it. These tools use typical AI-powered content generation and personalization to optimize the messaging for individual leads. However, they also come with tools to optimize the subject line to improve open rates and hook the reader.
Other capabilities include improved and fine-grained market segmentation to carry out more effective email marketing campaigns, as well as A/B testing to assess the success of, and optimize future campaigns.
AI in social media and influencer marketing
Social media is a treasure trove of insights into the habits, needs, and interests of consumers. As mentioned, AI systems have the capacity to monitor social feeds 24/7 and track mentions, trends, or events relevant to your marketing efforts.
It can also use public information on social platforms to create detailed consumer profiles and create hyper-targeted outreach campaigns via ads, email, or directly via social channels. Recognizing the potential for AI in social marketing, Facebook (Meta) has made numerous AI-based tools available on its platform.
Plus, there is also room for specialized AI-powered chatbots, sentiment analysis, content optimization, influencer identification, and ad targeting for social platforms.
AI in video marketing
Marketing video production is a multi-faceted discipline, and AI is revolutionizing the process in various ways:
- Using generative AI to create scripts for marketing videos based on consumer analytics in much less time.
- Automatically generating video clips with text, speech, or image prompts. For example, realtors can use images of properties to create 3D representations with video walkthroughs.
- Personalize the content and delivery of video based on consumer analytics.
- AI tools to enhance the quality of videos by adding overlays or captions, improving audio quality, changing backgrounds, etc.
- Create virtual shopping experiences using AR/VR technologies. For example, this virtual try-on experience by watchmaker Baume Mercier or Farfetch and Snapchat’s collaborative campaign.