Artificial Intelligence-Digital Marketing
Artificial Intelligence-Digital Marketing
Artificial Intelligence-Digital Marketing
into everyday life. The first event was when IBM Watson, a supercomputer designed with
natural language processing software, won the television show Jeopardy!, defeating three
Harvard business students (IBM's Watson, 2011). This demonstrated that computers could match
and even exceed human intelligence and memory. Also, in 2011, Apple first began incorporating
Siri into its iOS for the iPhone 4S (Mutchler, 2017). Microsoft released a similar voice assistance
product called Cortana, followed by Amazon's Alexa in 2014. These voice assistants are capable
of a wide range of useful applications, including sending and receiving text messages, making
phone calls, answering simple questions (such as "What is the weather?"), setting appointment
reminders, controlling music and video playback, and even ordering Uber and Lyft rides
(Lekach, 2011). By 2011, natural language processing software had introduced several
meaningful solutions to real-world problems. Due to the success of voice assistants like Alexa
and Cortana, there is growing corporate interest in future applications of A.I. tech pieces that
incorporate natural language processing (Goasduff, 2019). This revived interest in voice
assistants can open up more options for future research on conversational A.I. (Ram et al., 2018).
Google announced a brand-new class of A.I. technology dubbed AlphaGo in 2016. In an old (but
well-liked) Chinese board game called Go, it defeated the current world champion five times in a
row (Granter, Beck, & Papke, 2017). In terms of deep learning and machine learning, this
constituted a huge advancement. AlphaGo was not programmed to play go, despite IBM's "Deep
20 Blue" being trained to play chess. Instead, AlphaGo developed its software to play the board
the history and future of artificial intelligence. In the article, authors Edwards and Dwivedi
(2019) write that A.I. seems to have made significant improvements in the past several years,
such that A.I. is becoming a topic of increased cultural and scientific relevance. Throughout the
history of artificial intelligence, there have been naysayers and alarmists. Due to the lack of
immediate progress, there have been several seasons of doubt about the entire field of artificial
intelligence. Researchers call these periods "A.I. winters." Of the notion that A.I. is mostly in the
rearview mirror, Raymond Kurtzweil wrote, "there's this stupid myth out there that A.I. has
failed, but A.I. is around you every second of the day" (Kurzweil 2005, p. 263). According to
currently available research, A.I. as a field will likely continue to progress as it has across the
Presently, it isn't easy to find a major sector of the industry that has not in some way been
incorporating artificial intelligence in their dealings. A.I. has recently been used in some
surprising and helpful ways. For example, researchers are now considering using A.I. for United
States military applications. Some topics the military is interested in include crowd-based
modeling (McKenzie et al., 2008), surveillance and imagery technology (Keller, 2019), and
assessing military readiness through the aggregation of many data points (Strickland, Mariani, &
Jenkins). 21 These technology upgrades will improve insights for the U.S. military significantly,
As stated, A.I. is also useful in fraud detection (Krausz, Schneider, & Colthart, 2018). Its
relevance in corporate finance could be beginning to take shape as well, with one source
predicting that banks that use A.I. may yield 34 percent more revenue and 14 percent more
employment by 2022 (Realizing the full value, 2018). With more and more companies investing
in A.I. products for the growing financial market, new research estimates productivity in the
financial sector in Germany will skyrocket in the coming decades due to increased investment in
Notably, the industry that has likely invested most heavily in research in artificial
intelligence technology is the medical industry, with computers capable of improving patient
care through machine learning-powered insights (Durant, 2019; Mincholé & Rodriguez, 2019).
Currently, A.I. functions medically as a useful tool for medical doctors and surgeons; it is
nowhere near functioning on the level of a medical doctor, but it does promise faster computing
time for decision-making processes and information grouping processes for human beings who
work in the medical industry (Levine, 2019). Research is growing in the medical field around
Besides having achievements in the field of medicine and mathematics, studies all across
the world confirm that artificial intelligence now possesses the ability to accurately perceive and
judge human emotion, to the point that A.I. software is now capable of performing sentiment
analysis on movie reviews (María et al., 2016). A.I. can also perform textual emotion mining
using NLR (natural language processing) software (Chawla & Mehrotra, 2018). Well-known
companies whose artificial technology is now integral in their businesses include Amazon, Tesla,
22 Cogito, Netflix, and Pandora (Adams, 2017). A.I. looks to be a valuable asset to business and
economics; it can help accountants better identify and evaluate complex financial problems
Access to enormous amounts of data, cheaper and faster computers, and advanced
machine techniques were successfully applied to several economic problems in the current
century. The present world deals with deep learning, big data, and Artificial Intelligence. Today,
A.I. is a technology that is transforming every walk of life. A.I. is a broad range of tools that
helps people integrate information, analyze data and use the resulting insights to improve
decision-making (Patel, 2020). A.I. technology allows machines to learn from experience, adjust
In today's world, the most common A.I. technologies have been applied in chess-playing
computers and self-driving vehicles, which rely heavily on deep learning, natural language
processing, and automation in the manufacturing sector. Using A.I. technologies, computers can
recognizing the data. Each industry has a high demand for artificial intelligence capabilities,
including systems used in industrial automation, learning, risk notification, and research. A.I.
technology has been applied in various industries, including health care, retail, manufacturing,
and banking. Through its significant subfields, including machine learning, neural networks, and
deep learning, A.I. works with vast amounts of data with fast, iterative processing and intelligent
algorithms, allowing the A.I. software to learn the patterns or features of the data automatically.
piece of free and valuable information is provided to the audience, attracting potential customers
to a company's website and retaining its current customers through quality engagement. The
word "content" is used frequently in the business world. Content creation plays a significant role
in connecting and communicating with their audience. Content creation serves several purposes,
including creating brand awareness for a business. Engaging content can generate awareness of a
Content creation helps to inform and educate the audience. Any content aims to inform
and educate the audience regarding particular goods or services. A business shares information
with its audience; hence the more the content is informative and educated, the more it gains
customers. Content creation also helps advocate for change. Content creation can advocate for
Content creation has become an essential inbound marketing practice in modern business
times. Compared to traditional marketing strategies, content marketing brings more leads and
less cost incurred when adopted (Pradeep et al., 2018; Qin & Jiang, 2019; Ram et al., 2021).
Therefore, companies that publish more content for their audience get more traffic than those
that publish less. Blogs, podcasts, videos, and graphics are some examples of content creation
strategies. Compelling content should follow the following steps. First, researchers for SEO
research should be conducted to get ideas on what topics to write about and consider the
audience's questions. An SEO makes it practical for the content to be easily found online through
search engines. Another step to consider is creativity (Syam & Kaul, 2021; Vakratsas & Wang,
2020). This process allows for brainstorming content ideas after determining the keywords for
the target audience. We can retrieve ideas from books or other published content from a business
competitor. Another step is writing the ideas. This step involves effectively writing the content
ideas for the target audience with the language they would find attractive and glued to the
content. Content writing should be unique, stick to one idea, and use content to reinforce the
message and be concise and clear to the target audience. The next step is editing the content for
any grammatical errors, short sentences, plenty of whitespaces, and active voice to make the
content suitable for the target audience. Another step to consider is uploading the content,
publishing it, and promoting it using social media, email marketing, and even pay-per-click
advertising. Content promotion ensures the content reaches various audiences in different
locations.
A.I. in Digital Marketing
Most businesses have switched operations over the Internet with technological
digital marketing is immense in that it helps companies develop more robust digital strategies,
optimize campaigns, and improve Return on Investment (ROI) (Kaput, 2021). A.I.'s influence in
digital marketing influences how businesses attract, retain, and deliver value to their customer
Digital marketing as a field incorporates many different software and digital platforms.
The primary digital marketing domains include social media platforms such as Facebook,
Twitter, and Instagram, websites, and search engines such as Google and Bing. Most digital
marketers also utilize marketing data analytics software such as Adobe Analytics and Google
Analytics to improve their website traffic and help them make strategic decisions to boost ROI
and search engines. Artificial intelligence is bringing about many changes to the field of digital
marketing; many of these changes center around providing a better user experience, predictive
customer behavior, and real-time customer support (Martin, 2018). Chatbots may be the most
obvious example of artificial intelligence in digital marketing (Barker, 2019). Chatbots use
natural language processing (NLP) and natural language generation (NLG) software to
communicate and interact with humans. Marketers can do this through audio or text. Companies
began using chatbots in the mid-2010s to provide easily accessible information to their
customers affordably; even social media platforms such as Facebook are using chatbots to
answer user queries (Conger, 2016). Many of these 23 chatbots use software powered by
machine learning that can learn how a set of consumers behave and interact to optimize the user
experience (Barker, 2019). Few studies have examined why consumers use chatbots. Still, one
study reported that most people are more interested in their novelty, entertainment, and personal
factors than in their ability to provide accurate information (Brandtzaeg & Følstad, 2017).
Another key AI-driven influence in the modern digital marketing landscape is in website
design. Many of the popular website design host platforms use what is called artificial design
intelligence (ADI) technology. Companies that use ADI include Wix, Bookmark, and Leia. Wix
was the first cloud-based web design platform to incorporate ADI into its design in 2016 (Wix
layman's terms: "Put simply, [ADI is] artificial intelligence that uses machine learning to identify
and implement web design trends. Put simpler still, it's a technology that can make websites on
its own" (O'Brien, 2019). A company called B12 promises a fully functioning, overhauled,
custom website using artificial intelligence in just one week using web crawling bots (b12,
2020). ADI systems can analyze real websites designed by humans and replicate their coding
automatically based on user activity. Rather than replacing human ingenuity entirely, most
experts think ADI will play an augmenting role in the future of digital web design, allowing
humans to be more creative and ultimately craft better user experiences (Chathurika, 2019).
Analytics is a third area of digital marketing that the rise in A.I. has impacted. In April
distinguished speakers from top industry brands such as Amazon, LinkedIn, and Spotify; the
event was marketed as a "deep dive into a new era of A.I. and data strategy" (Predictive
Analytics, 2020). In May 2019, the Data and Marketing Association (DMA) put on the 2019
professionals from various companies, including McCalister's Deli, UPS, Macy's, Sony Music,
AMC, and Coca-Cola (Marketing Analytics, 2020). Yet another conference on analytics for
marketing, the Marketing Analytics Summit, is currently scheduled for June 2020 (Marketing
Analytics Summit, 2020). Analytics is one of the most popular topics among professionals in
business, data, marketing, and advertising. Every kind of company wants to understand its
consumers better. They want to know what they like to do, where they like to go, what other
brands they support, what products they use, which social media sites they frequent, and where
they spend their money. Fortunately for large corporations, A.I. promises dividends for
One way in which A.I. is reshaping digital marketing is through customer profiling. A.I.
and its machine learning subfield can identify deep insights into a customer's shopping habits,
motivations, and needs. A.I. technology utilizes the enormous amount of data consumers produce
to identify their patterns and trends. A.I. can help businesses reveal customer segments that never
existed and pivot their marketing strategy to target those customers (Anon, 2019b; Anon, 2021a;
A.I. in Advertising
A.I. has made incredible advances in engineering and science-based fields. Still, recent
research and practice have also demonstrated that A.I. may also be capable of shaping the
make their offered goods and services known to the general public. Advertising is more of
creating an awareness of a particular brand to a large targeted audience. Companies use A.I.
technology to collect customer behaviors and shopping patterns. The information gathered is
then analyzed to produce personalized customer shopping criteria, improving experience through
cognitive advertising, which A.I. drives (Li, 2019; Madeline et al., 2020; Neil & Nikhil, 2018).
A.I. helps companies segment their audience before ads are served. By leveraging
machine learning, companies can identify patterns based on customers' behavior and message
resonance (Plumer, 2017). Machine learning considers all the information gathered about
customers, including their demographics and online behavior, to decide what type of content a
particular targeted audience segment can see. Proper segmentation and customer targeting can
In his well-known book on advertising, Hey Whipple, Squeeze This, Luke Sullivan
compares writing an ad to wash a pig (Sullivan, 2016). This illustrates the complex and often
frustrating process of coming up with new, creative ideas in advertising. Fortunately for
advertising professionals such as copywriters and content strategists, there is a growing market
for AI-powered advertising solutions. For instance, A.I. can be used to write, and 27 personalize
emotional ads (Mogaji, Olaleye, & Dandison, 2020). The ability for marketers to personalize ads
at scale and utilize tailored audience preferences on social media has also opened up more
possibilities when it comes to targeting ads on Facebook, as Facebook allows for targeting ads
based on how its users interact with content on Facebook (Tran, 2017).
The application of A.I. for analytics is already an established trend. A.I. can incorporate
large amounts of data and use that information to predict customer buying preferences in
advance—and at scale (Davenport et al., 2020). This is possible because of "in-depth semantic
analysis and real-time user interactions [that can] predict the probability that a consumer will
accept a creative idea in the foreseeable future" (Li, 2019, p. 333). While the idea of A.I.
assisting with media buying and audience analytics may be old news, researchers are now
seeking to determine whether A.I. can also take over some of the more creative advertising work.
One study published last year by the Journal of Advertising provided evidence in support of
integrating A.I. analytics with A.I. creative (Chen et al., 2019). This resulted from the
consideration that creative tasks demand a great deal of time and resources, both for companies
and for creative professionals. While A.I. has helped in analytics, there seems to be still a need
for creative applications of A.I. to assist advertisers and content strategists in the creative
process. The most apparent and accessible solution for those wishing to align advertising
analytics with advertising creative is Adobe Advertising Cloud. Adobe Advertising Cloud is a
through detailed audience analytics. It also allows creative asset management (Adobe
Advertising Cloud, 2020). Adobe Advertising Cloud promotes itself as a creative management
The recent, industry-wide shift from traditional media formats to digital, mass-scale
advertising has dramatically changed the ad industry. Some in the advertising industry view this
suggested that the quality of advertising has dropped in general due to the rise in branded content
on the Internet. This article quotes Dan Izbicki, creative excellence director at Unilever, who
argued that the increased ability of nearly all businesses to advertise online has led to lower
overall quality in advertising online—something that he believes is a result of the widespread use
of AI-based software (Bacon, 2017). While the use of A.I. in advertising for analytical purposes
has been generally helpful in providing higher-quality data instantly, creative applications so far