Artificial Intelligence (AI) in digital marketing has evolved from a nice-to-have to a game-changer for today’s marketers.
It’s become a powerful technology to drive personalization, predictive analytics, customer experience, and much more.
That’s why marketing leaders are implementing AI-driven initiatives in their marketing strategies, with many believing the technology will have a ‘big impact’ on productivity (50%), efficiency (45%), and innovation (38%), according to our ‘2024 Global Digital Skills & Training Report: Insights from Corporate Leaders’ report.
What is AI in digital marketing?
Artificial intelligence in digital marketing uses the capabilities of the technology such as data collection, natural language processing, machine learning, and analytics to drive better business insights and automate marketing tasks and decisions.
The advantage of AI is that it helps you gain insights into customer behaviors by harvesting vast amounts of data.
This data can be used to respond to and tailor a customer’s needs depending on their actions and preferences. AI is also able to adapt and improve over time using feedback and new data.
It offers great opportunities for marketers to be more effective and personalized. This means customers get relevant content that can be triggered by actions on a site, an ad, or a branded message.
The McKinsey Global Survey on AI finds that organizations are taking steps that drive bottom-line impact such as redesigning workflows as they use generative AI and put senior leaders in critical roles, such as overseeing AI governance. They are also working to mitigate any gen-AI-related risks and hiring new AI-related roles while retraining employees to deploy AI.
What are the best AI tools in digital marketing?
While ChatGPT may be the most talked-about generative AI tool, there are so many more out there that are helping marketers in their daily roles.
They can help marketers with a variety of functions from content generation and automation to SEO and design.
Here are some of the best AI tools out there:
- Writer – A highly-rated content generation tool that can repurpose content and includes an AI writing assistant
- Midjourney – Generative AI that can convert natural language prompts into images
- Optimove – A customer data platform with AI-based marketing functions
- Zapier – Helps automate workflows by connecting apps and services that your company uses
- Manychat – Provides an interactive customer experience using NLP to respond to customers on social platforms including WhatsApp
- Evolv.ai – Uses AI and machine learning algorithms to improve customer experiences in real-time
- Surfer SEO – A cloud-based on-page optimization tool that analyzes and compares your pages against what currently ranks on the SERPs
- Mailchimp – Uses AI to optimize email campaigns by predicting the best send times and personalizing content
- Perplexity – Similar to ChatGPT but more suitable for research as it uses web citations in a clearer way
- Drift – An AI chatbot that enhances lead generation and customer interaction
- Buffer – Responsible for social media management, offering post scheduling, analytics, and content curation
- Tableau – An AI-powered data visualization and intelligence tool that helps marketers analyze data and extract actionable insights
Examples of AI in digital marketing
The power of AI means it can be leveraged across many digital channels. Companies use it for social media campaigns, to automate tasks and processes, and for digital advertising.
Take a look at our 10 eye-opening AI marketing stats in 2025 blog to see how the technology is being leveraged to deliver results.
It can also be used in any industry. Beauty brands use it to deliver a tailored customer experience such as Sephora’s AI chatbot-powered shopping service and its Virtual Artist App.
Using AI and digital innovations, Sephora’s e-commerce sales grew from $580 million in 2016 to over $3 billion, according to Statista.
One of the most successful and well-known for using AI effectively is streaming giant Netflix. The streaming service uses the technology to provide personalized recommendations based on user preferences and behavior.
These choices are based on thousands of data points such as:
- User profile information (e.g age, gender, location)
- Type of device used to stream
- Watch patterns (whether a show was paused, rewound, fast-forwarded)
- Whether an entire movie or TV series was completed
- Browsing history
By using these data points, Netflix improves content recommendations, reduces churn rate, and boosts return on investment.
How do you use AI in digital marketing?
As AI technologies have become more accessible and easier to use, companies have started to use them in daily tasks such as creating content for pay-per-click (PPC) ads or setting up triggered email workflows.
When we asked our membership community at the Digital Marketing Institute about AI, 60% believe they are familiar with the technology and its applications in marketing, but 37% don’t currently have an AI strategy in their business.
What are the most common skills used in AI-driven digital marketing?
The key to using AI technology effectively is to make it fit in with your role. It’s not enough to know how to use artificial intelligence. You also need to know why you’re using it.
For example, does it align with your business and career goals? Will it help you deliver organizational objectives more efficiently? Is it saving you time rather than just creating more tasks?
You need to understand the basics but also take a deep dive into AI to use it to meet your goals whether that be generating and nurturing leads or improving customer service.
Will AI replace digital marketers?
In its current state, AI cannot replace digital marketers and it’s unlikely to do so anytime soon. What AI does best is enhance human capabilities, not replicate them. It can automate repetitive tasks, process large datasets, and even generate creative ideas, but it still needs human direction, judgment, and emotional intelligence to ensure those outputs are relevant and authentic.
This is where the concept of “humans in the loop” (HITL) becomes essential. In digital marketing, HITL means humans remain at the center of the AI process — guiding it at the start, overseeing its progress, and validating or refining the results. For example, a marketer might use AI to generate ad copy or segment audiences, but they’ll still review tone, brand fit, and ethical implications before launching any campaign.
“There’s still a huge need for human writers for human creativity, for human thought and strategy and to come to these models with our own objectives and our own ideas,” said Kerry Harrison, AI educator and copywriter on a DMI podcast.
In other words, AI is a co-pilot, not a replacement. The future of digital marketing belongs to professionals who know how to leverage AI intelligently by combining automation with human insight, empathy, and strategy to deliver campaigns that truly resonate.
What is the future of AI in digital marketing?
We know that artificial intelligence can be daunting and it’s difficult to see where and how it fits into your role. But it shouldn’t be seen as a threat. AI can become an invaluable ally as you look to effectively meet your goals.
After all, AI tools are great for looking after mundane, predictable, and labor-intensive tasks. This frees you up to focus on the more creative and strategic aspects of your job.
Understanding and mastering AI will also give you a personal boost. You will gain new skills and real-life experience in a generative technology that’s going to become more widespread and an area that companies look for to recruit or promote.
“Awareness is the first step to change. The question is, are you going to sit on the sidelines and let this evolve or are you going to dive in with two feet and try to understand it, learn it, try it and apply it?” concludes Lecinski on the DMI podcast on getting started in AI.
Use AI to elevate your digital marketing activities
Artificial intelligence is a game changer for marketers as it helps personalize, optimize and automate many key marketing activities. Our advanced AI course will help you use AI-driven marketing, use AI for research and content generation, understand how to use the technology across digital channels and to implement a digital strategy and earn an Associate Level Certification in AI. Reserve your spot today!
FAQ’S
1. What is Digital Marketing with AI?
It uses AI tools to improve marketing strategies, content, advertising, and customer engagement.
2. How does AI help digital marketing?
AI can automate tasks, analyze data, personalize content, and improve campaign performance.
3. Can AI improve SEO?
Yes, AI can help with keyword research, content optimization, and SEO analysis.
4. Is AI useful for social media marketing?
Yes, AI can help create posts, analyze audiences, and optimize social media campaigns.
5. What are the benefits of AI in digital marketing?
It saves time, reduces manual work, improves personalization, and supports better decisions.