The Impact of Artificial Intelligence in Digital Marketing

By Akurati Kau​stiki 

AI Student, Technical​ Advisor​

INTRODUCTION

The word AI or Artificial Intelligence is something that is prevalent in most of our lives, minds and conversations these days.  But what is AI? AI refers to the simulation of the human intelligence by computer systems. It is when Computer systems start to think, learn and act like humans do.

The concept of AI became a familiar topic of discussion at almost every household, especially after OpenAI released ChatGPT, allowing each of us to turn to it as it rapidly gained popularity for its ability to generate human-like text and assist in various tasks. Multiple discussions regarding AI destroying human creativity, its ethical considerations, and its potential impact on jobs are circulating around. However, the magic and progress of AI refuses to stop, multiple other AI tools like Image generation, Video Generation, Image Captioning, Object Detection are rapidly being developed and deployed.

AI is rapidly advancing into multiple areas such as Healthcare, Transportation, Fraud Detection, Gaming, Films, Social Media etc. Now how do we utilize this ability of computers to function like humans in the field of Digital Marketing? 

Can AI manage Social Media Marketing? 

Can it create Websites? 

Can it reach a wide range of audience and influence them? Can it create Ads and videos?

Let’s explore the ways Digital Marketing can be done using AI:

1. Social Media Management

AI can automate social media posting, monitor engagement, and analyze social media performance. It can also help in identifying influencers, tracking brand mentions, and responding to customer feedback in real-time. 

Tools like ChatGPT can be used to generate effective and convincing promotional content which can then be used to create content for social media posts, video scripts and advertisements for social media.

Tools like Copilot in BingAI can generate images as per your liking. Whether you want a realistic looking image, a sketch or an animated image, whether you want an image of a well-known person or a mythical character almost everything and anything is possible with AI image generation tools which has definitely revolutionized the way we can post and use the exact kind of images that we perceive in our minds. There is no more a need to search and browse through multiple pages to get the perfect image for your post. The need for even clicking pictures or drawing them is not required anymore as AI Image Generation is available to us on our fingertips.

There are AI tools that can automatically generate a social media post with both relevant images and text. All one needs to do is give prompts to the AI tool such that it satisfies the requirement. Thus, reducing and minimalizing the work of a social media manager who can then work faster and be more efficient in managing promotion of multiple businesses on social media.

2. Brand Management

AI tools can help give ideas to improve on and create a stronger brand image for a business. Logos or even ideas for a logo based on Company objectives can be effectively brought out using conversational  and image generation AI tools. 

3. SEO and Content Optimization

AI tools can analyze search engine algorithms and user data to suggest keywords and content improvements that boost search engine rankings. They can also help in identifying trending topics and optimizing existing content.

4. Website Designing

AI tools exist that can design attractive, organized and information filled websites with just a few prompts where you only need to describe what kind of a website you need. This reduces the time it takes for website designing to just a few seconds. Most importantly anyone can now design websites provided that they can give the right prompt.

AI Image Generation as mentioned before can again be used here to fill the website with colorful, relevant and theme-based images.

5. Video Production

Where Image generation is one magical and useful task that is being continued to be perfected in AI, imagine if full-fledged videos can be generated by AI. This imagination is indeed being made a reality as multiple companies are working on creating AI models for Video Generation.

Some of the AI video generation tools like DALL-E, RunwayML, DeepDream and many more have already achieved a good performance. These can indeed be effectively used for generating videos that can market a business, again reducing the effort, time and cost to film an actual video.

6. Influencer Marketing

The job of an Influencer we would think can only be done by humans as it would indeed be difficult to have the personal, emotional and live connect that a human personality would give. However, AI is set to break bounds as companies are now creating AI influencers with human-like personalities with a well-defined identity, characteristics and individuality some examples are as follows:

• Lil Miquela: Miquela Sousa, also called Lil Miquela, or known mononymously by the stage name Miquela, is a fictional American character, singer and social media personality created by Trevor McFedries and Sara DeCou.[1] The character was created as a 20-year-old girl of Brazilian-American heritage. Created by the company Brud, Lil Miquela is a virtual influencer with a large following on social media platforms like Instagram. She posts photos, engages with followers, and collaborates with brands on sponsored content.

• Shudu Gram: Shudu Gram is a virtual fashion model created by British photographer Cameron-James Wilson. Although she is not an official influencer, her visually stunning images have garnered a significant following on Instagram.

• Noonoouri: Noonoouri is a virtual fashion influencer and model known for her high-fashion photoshoots and collaborations with luxury brands

Created by designer Joerg Zuber, Noonoouri promotes fashion and beauty products to her followers. She collaborates with top brands and magazines like VOGUE China, Cosmopolitan India, Glamour Brazil or Trussardi.

7. Email Marketing

AI can enhance email marketing by segmenting audiences, personalizing email content, and optimizing send times based on user behavior. This leads to higher open rates and engagement.

8. Chatbots and Customer Support

AI-powered chatbots can handle customer inquiries 24/7, providing instant responses to common questions and issues. They can also assist in guiding customers through the sales funnel by providing relevant information and recommendations.

Conclusion

In conclusion, the integration of Artificial Intelligence (AI) into digital marketing strategies has revolutionized how businesses engage with their audiences and promote their products or services. AI's ability to simulate human intelligence, combined with its rapid advancements, has led to the development of powerful tools and technologies that streamline marketing processes and drive better results. From automating social media management tasks to optimizing website design and generating compelling content, AI has become an indispensable ally for marketers. Additionally, the emergence of AI influencers highlights the evolving landscape of influencer marketing, showcasing the potential for virtual personalities to influence consumer behavior. As businesses continue to explore the capabilities of AI in digital marketing, it's clear that AI will play an increasingly integral role in shaping marketing strategies and driving business growth in the future.