Artificial Intelligence (AI) has advanced rapidly from a theoretical concept to an industry-wide evolution in recent years and digital marketing is no exception as AI is changing the game, giving the opportunity to be smarter, provide better targeting and customer experiences. As brands all compete for attention in an increasingly digital and crowded environment, AI is making it easier for brands to stand out as the landscape matures. AI isn’t just automation of processes but it is giving the opportunity to provide smarter, personalized and data-driven marketing that drives results.

AI is creating the biggest advancements in digital marketing via analysis of data. Communication in the digital environment generates tremendous amounts of data from user activity. Marketers have always struggled with making sense of these enormous data volumes. AI analytics now allows marketers to automate insights for data, quickly culling through data points to identify trends, components of the campaign and reporting on the trends discovered. Marketers will inevitably have better information from which to assess their audience and predict future behavior, and ultimately optimize their campaigns to suit a personalized experience. When using AI, marketers are able to determine which content is most effective, when to share the content and which segments of the audience are most predisposed to engage as each step and process can be programmed without manual input. 

Personalization is another big area where AI is having an impact.