ChatGPT and Google Bard have entered the chat. You’re missing the party if you haven’t joined the conversation around artificial intelligence (AI) in digital marketing.
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Perhaps you’re exploring AI on your own, or your boss asked you to report back on ways to implement AI in your work (welp!). Whatever your motivation, I’m here to help.
I’ll break down what AI in digital marketing is, how to use it, examples, pros and cons, and marketing strategies that benefit from AI.
Table of Contents
- What is AI in digital marketing?
- How do digital marketers use AI?
- AI in Digital Marketing Pros and Cons
- Examples of AI in Digital Marketing
- How to Use AI in Digital Marketing
- Harnessing the Power of AI
What is AI in digital marketing?
AI in digital marketing is the use of artificial intelligence to plan, execute, or optimize a company’s marketing efforts. AI marketing aims to improve the company’s marketing performance, efficiency, and cost savings.
AI uses machine learning and large-language models (LLM) to analyze big data and turn it into actionable insights, automated actions, and content.
AI can even interact with customers who perform a specific behavior on your website, like clicking a button or liking a social media post.
What does this mean for you? With AI, you can analyze customer behavior, predict outcomes, automate marketing tasks, and create and personalize marketing content.
New AI tools are coming on the market every day. They promise to help marketers do their jobs faster, smarter, and more easily. Since these tools are still emerging, not every one is a home run, and the number of tools to research is overwhelming.
We’ve surveyed over 1,000 marketers to see how they use AI in their jobs and where it impacts them.
Pro tip: If you’re a HubSpot user, check out our new AI tools. We have a new content assistant and ChatSpot tools to streamline your day-to-day. Many of our features use AI, including SEO, call recordings, social media, data management, and more.
Get started with HubSpot Content Assistant.
How do digital marketers use AI?
In our survey, 64% of marketing professionals said they use AI tools in some form in their jobs, but the purpose and level of integration can vary widely. Just 21% of marketers said it’s extensively integrated into their daily workflows.
So, how are they using it? Our research found that the top three uses of AI in digital marketing are:
- Data analysis/reporting (used by 40% of marketers).
- Research, like market research or summarizing articles (39% of marketers).
- Content creation (38% of marketers).
Let’s take a closer look at the potential uses of AI in digital marketing.