The role of AI in Marketing


Artificial intelligence (AI) has become an increasingly important tool in the marketing industry, helping businesses create more personalised customer experiences and optimise marketing campaigns.

And as machine learning algorithms continue to evolve, the role of AI in marketing is set to become even more significant.

In the following article, we'll take a deep dive into how AI is enabling marketers to target customers more effectively and create more engaging experiences. We'll examine the benefits of AI in marketing, talk through a few of its limitations, and discuss what businesses need to leverage this  technology to their advantage.

An introduction to AI in marketing

The rise of artificial intelligence (AI) has been one of the most significant developments in the marketing industry. AI is a genuinely game-changing technology that allows machines and software to learn and improve from experience, much like the human brain. 

In marketing, this technology is used to analyse large amounts of data, identify patterns and insights, and predict consumer behaviour.

By leveraging AI, businesses can create more personalised marketing campaigns tailored to each customer's individual needs and preferences. It's led to a revolution in advertising, with AI-powered tools and platforms making it easier than ever for marketers to reach their target audiences and engage with them in new and exciting ways.

"With the help of AI, companies can understand their customers in a way that was previously impossible," AXD Marketing Director Alan Davies. "Through analysing huge amounts of data in profound ways, AI can identify patterns and insights that the human brain can't, helping marketers create highly targeted campaigns that resonate with their audience at a deep level. With AI, we're about to enter an era of real-time, hyper-personalisation."

A look at AI in marketing

Forward-thinking marketers committed to staying ahead of the innovation curve have embraced AI.

Here's a look at current adoption rates and future market trends.

  • AI in the marketing industry will be worth over $40 billion by 2025. (Source: MarketsandMarkets)
  • More than half of marketers are currently using AI. And 27% of those who don't plan to adopt AI tech within the next two years. (Source: Salesforce)
  • AI marketing tools will generate over $1 trillion in value for marketing and sales by 2025. (Source: PwC)
  • Personalised emails written using AI have a 29% higher open rate and a 41% higher click-through rate than non-personalised emails. (Source: HubSpot)
  • Eight out of 10 marketers who invest in AI this year will see a positive ROI. (Source: Gartner)
  • A report by Boston Consulting Group found that companies integrating AI into their sales and marketing strategies increase leads by over 50%. (Source: Boston Consulting Group)

The benefits of using AI in marketing

Integrating AI into your marketing campaigns is like hiring a super-smart assistant who never sleeps, never gets tired, and constantly looks for new opportunities and ways to improve.

Here's a breakdown of the main advantage of AI-integrated marketing, including its potential impact on your operation and campaigns.

Increased Efficiency

AI-powered marketing automation tools can perform tasks that would take a human marketer hours or even days to complete. AI-powered algorithms can analyse customer data, identify patterns and insights, and create marketing campaigns in a matter of minutes. According to a report by Salesforce, companies that use AI-powered marketing automation see a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead costs.

Cost Savings

AI helps businesses reduce costs by automating routine marketing tasks, such as lead generation, email marketing, and social media management.


AI enables businesses to deliver personalised experiences to customers based on their preferences, online behaviour, and purchase history, often in real time. And that means more clicks, sales, and subscriptions. A study by Accenture found that 9 out of 10 consumers are more likely to buy from brands that recognise, remember, and provide relevant offers and recommendations.

Predictive Analytics

AI-powered predictive analytics can help businesses anticipate customer behaviour and preferences, enabling them to optimise their marketing strategies and campaigns. According to a report by Forbes, adopting AI predictive analytics into your decision-making and campaign strategies can increase customer retention rates by 73% and help you acquire 50% more new customers.

Improved Customer Experience 

AI-powered chatbots and virtual assistants provide customers with instant support and assistance, improving their overall experience with the brand. It also frees up customer service and support staff, giving them more time to focus on complex cases and inquiries.

"The game-changing nature of AI in marketing cannot be ignored," Alan Davies, AXD Marketing Director. "It's not just a trend, but a necessity for businesses to embrace right now if they want to stay competitive and meet the ever-evolving needs of their customers."

AI in Marketing: Use cases

So how are companies harnessing AI in their marketing campaigns and messaging strategies? 

Here are a few examples.

Soft-drink giant Coca-Cola introduced AI-driven programmatic advertising to target users with personalised messages based on their interests and demographics. It led to a 57% increase in sales.

Chatbots use AI to simulate conversations with customers, providing personalised support and guidance. They can be used to answer frequently asked questions or deal with routine inquiries. But that's not all they can do. Fashion retailer H&M uses a chatbot to recommend outfits based on customer preferences, increasing customer engagement and sales.

Streaming sites like Netflix and Amazon Prime use predictive analytics to analyse customer data and predict future behaviour. It identifies what customers like, then recommends similar shows, resulting in increased engagement and retention.

AI-powered tools can generate written and visual content, reducing the time and cost of content creation. The Washington Post outsources basic reporting jobs to AI, freeing up the human reporters to focus on more in-depth and meaningful reporting or opinion pieces.

Buzzfeed is one of the biggest content-driven sites in the world. Its AI marketing tools can predict what stories and content will go viral. It also automates the mundane and time-consuming aspects of content creation and publication, such as keyword selection, categorisation, and scheduling.

Voice assistants like Amazon's Alexa and Google Home use AI to provide personalised recommendations and information to users. Domino's Pizza allows customers to place orders through these voice assistants, providing a seamless and personalised ordering experience.

The limitations of AI technology in marketing

But there are still limitations to AI technology, as well as concerns about its potential uses today and in the future.

One of the biggest concerns is the potential for bias. As AI is only as unbiased as the data it is trained on, it can reinforce existing stereotypes and discrimination if not carefully monitored. This could lead to exclusionary marketing messages that alienate certain groups of people.

There are also ethical concerns regarding the use and collection of personal data for targeted campaigns. While personalisation enhances the customer experience, it's essential that businesses remain transparent about how they are collecting and using data with AI. If people feel that their privacy is being violated, it could damage the relationship between the customer and the brand.

Then there's the issue of creativity. While AI can analyse data and identify patterns, it is still a long way from replicating the human touch and creativity that is a key part of creating truly meaningful messages that connect with humans on an emotional level. In other words, firms that outsource too much of the creative work to thinking machines risk producing stale, formulaic messages that fail to convert.

The future of AI in marketing

The future of AI in marketing is exciting, with the technology expected to continue evolving at an exponential rate in the coming years. A recent report by innovation expert Ark Invest found that by 2030, it will cost less than $100 to produce an AI model with the same capabilities as ChatGPT. The current costs range from tens of thousands to hundreds of thousands of dollars.

As AI becomes more sophisticated, it will be able to analyse even larger data sets and provide marketers with insights and opportunities for personalisation that were previously unimaginable.

The benefits of AI in marketing are clear, and it's up to businesses to embrace this technology and use it to their advantage. However, it's important to remember that AI is not a silver bullet and cannot replace human creativity and empathy – at least not yet. 

As such, marketers need to strike the right balance between leveraging the power of AI and retaining the human touch that is essential for creating meaningful connections with customers.

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