What is Artificial Intelligence and how is it Shaping Digital Marketing?

Artificial Intelligence

Digital marketing is expected to undergo a second big disruption. The first disruption was 2.0, which empowered customers by allowing them to interact directly with brands and with each other. Technology is the major driver behind this expected disruption.

Deep learning is the catalyst that’s disrupting marketing. But also natural language processing, machine learning and internet of things play a huge role in the disruption.

Background of Artificial Intelligence 

Artificial Intelligence refers to the process whereby a machine is taught to reason like a human. In a sense the machine imitates the inner workings of the human brain. The implementation of Artificial Intelligence in the world of marketing is widespread, with Amazon being the most prominent example.

Amazon uses Artificial Intelligence to influence buying decisions of customers by recommending products that the customer might need. The recommendation of products is based on the purchasing trends of the customer and their past purchases.

Google has also been using Artificial Intelligence in many areas, including YouTube video suggestions and data processing.

Use of Artificial Intelligence 

Artificial Intelligence is used in large scale personalized marketing, which helps brands to not only personalize ads but carry out email marketing campaigns which effectively target consumers.

AI also influences the way consumers expect to interact with brands: they expect instantaneous and personalized experience with multi-platform and cross-platform availability. The good news is that there are a lot of things which digital marketers can do to prepare for the technology disruption.

Marketing software is maturing, which improves the efficiency of campaigns. For example, the number of SAAS that has integrated Artificial Intelligence is huge, which helps businesses to tap into new marketing trends.

We’ll take a look at some of the new digital marketing tools.

  1. Solution via web accessibility 

An accessible site offers the same access to content regardless of the user’s ability. Before, there was a huge misunderstanding about web accessibility, and so it was largely ignored by various digital marketers and web designers. It was only later after intense regulation around the world that it was implemented. 

The respective regulations include the following: 

  • Web Content Accessibility Guidelines 
  • Americans with Disabilities  

A large number of businesses have helped web accessibility to gain the status of a hot trend. Companies of all sizes are designing web accessibility. One of the reasons is that many businesses are being sued since for failing to comply with web accessibility regulations.

However, building a website which is accessible is not only about avoiding lawsuits. Positive marketing strategy plays an important role as well. A good 15% of target audience is able to become your customers and engage with your website if it is fully accessible.

Artificial Intelligence has also managed to make its way into the field of web accessibility, which has allowed website owners to smartly modify their webpages so users can enjoy a better experience.

BeLab is a cost-effective tool, which uses “contextual understanding” to learn the hierarchy of links, website, and forms. It also learns the logic behind rearrangement and adaption to the new regulations of accessibility.   

  1. Content engagement: 

Engage users with websites, especially at this point when the content creation has managed to exceed demands is becoming increasingly difficult. Consumers have a wide selection of viral articles, clickbaity headlines, animated images, and new sensational updates on news. No matter where the customers land online, specials offers are always awaiting them, with ads following customers from one site to another.

Artificial Intelligence provides a helping hand to businesses wanting to engage customers who are increasingly weary of social media buttons and forms. Website owners can collect user data while learning how to interact with customers at the right time, when they are most likely to convert.

Alter is a smart content engagement platform which runs an artificial intelligence-powered mode and does not require the person to spend time configuring it.

It plays a key role in analyzing and monitoring user behaviour on sites and discovers key patterns of behaviour. The most prominent email marketing platforms are integrated by Alter. This helps businesses to convert the majority of visitors into email subscribers.

  1. Survey Anyplace: 

Survey Anyplace allows a company to work on branding through surveys. Companies formulate their own set of questions, with pictures if needed. The surveys are well designed, simple, and intuitive. As a result, it gives companies a chance to gain deeper insights.  

  1. Content recommendations and personalized products: 

According to a recent survey 35% of the products which are bought on Amazon come from the Artificial Intelligence-driven recommendations of the products. This accounts for a third of income earned by Amazon.

The impressive thing is that Amazon did not have to invest huge amounts of resources to drive up sales. This was done by engaging existing users online. Digital marketers can and should follow suit.

MoEngage is an Omnichannel, which is a platform used for customer engagement. This platform makes use of its very own native Artificial Intelligence algorithm, which is called Sherpa Al for the purpose of:

  • Delivering of dynamic as well as personalized emails to customers.  
  • Sending personalized push notifications to those customers who are smartly engaged, and mobile users. 
  • Increasing the engagement of users with the help of delivering quality content tailored to the preferences of each other.  
  1. Creation of content: 

Artificial Intelligence also caters to team building. For example an algorithm which matches the candidates who are the most suited for the job, based on past hiring as well as employee success rates. The good thing is that such efficient technology prevails in the market, which can be made use of for empowering even remote marketing teams.

Narrato.io is a start-up which makes use of Artificial Intelligence for assigning content to writers who are best suited.

Soon enough, organizations are able to create a great team of content writers ideal for their tasks.

  1. Social media listening: 

Brands are active on social media. They recognize the power in controlling sentiments as well as being able to interact with both satisfied and unsatisfied customers.  

AI can empower social media strategies in many different ways: 

  • A potential reputation crisis is easier to predict. 
  • Monitoring numerous brands, and keeping track of competitors and keywords. 
  • The updates of social media being filtered in order to spot the ones which require immediate attention. 

TalkWalker uses artificial intelligence to analyze sentiments on social media. 

This social media platform for analytics has allowed brands to use artificial intelligence to detect visual mentions of brands on blogs, news websites and other social networks. 

  1. Yoast: 

This digital marketing tool for WordPress is free, and works really well with both classic editor and Gutenberg in WordPress. It provides a great helping hand in optimizing content for research engines of the business.

It choses main content and focuses on keywords for ranking, internal links for boosting, and individual content URLs. The tool evaluates the readability of the page.

It is also updated so that it can keep track of Google’s algorithm every two weeks, allowing businesses to stay up to date with SEO.


With new advancements in technology happening at a great pace, the expectations of the customers have also become quite high. Therefore, a smart business owner needs to make efforts to actually meet the expectations of customers.

These tools are affordable and offer a good solution to the above-stated concerns, and can be used without having technical knowledge.