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The Potential Of AI And Data Analytics For Digital Advertising

The Potential Of AI And Data Analytics For Digital Advertising

Inc. 5000 entrepreneur, data privacy and web accessibility advocate, co-founder of Ntooitive Digital and TruAbilities.

In the ever-evolving world of digital marketing, new strategies and tools are constantly being introduced. However, none have yet to have the same impact as artificial intelligence (AI), which has transformed how we approach digital marketing.

Despite some users’ hesitancy, AI will revolutionize digital marketing by automating and optimizing marketing efforts. AI personalization allows marketers to expertly tailor content based on user behavior, demographics and preferences.

As AI technology advances, we can expect to see more innovative applications emerge and user adoption increase. But rather than waiting to start using AI, it is important for marketers to begin determining how they can use the technology to improve their operations.

What does AI bring to the table?

AI-powered solutions automate those marketing tasks that were previously impossible, too time-consuming or so mundane humans didn’t want to perform them. These activities include completing (in a matter of seconds) complex calculations that would take humans hours or even days and repetitive tasks such as scheduling, data analysis and responding to inbound customer inquiries.

In 2022, IBM’s Global AI Adoption Index revealed that 35% of organizations reported using AI in one way or another in their business and 42% shared they were looking into AI, its benefits and how it could be incorporated into their processes.

There are a variety of AI platforms available today that can assist with a range of tasks. Some of the most notable that I recommend include the following:

Jasper: An AI copywriting system that uses language processing and machine learning to analyze data about your target audience and make suggestions to improve copy in an original and natural-sounding way.

Pictory: A cloudbased video creation software that uses AI to automatically convert long-form text and video content into shorter videos that can easily be used on social media channels.

Grammarly: A writing assistance tool that offers grammar and spelling checks as well as suggestions for clarity, conciseness, engagement tone and readability.

Reply.io: An all-in-one solution that offers a wide range of features, including email automation, CRM integration and analytics, allowing sales teams to streamline their outreach process and personalize their communication with potential leads.

Ocoya: An AI-powered social media post creator and scheduler that analyzes user behavior and preferences, allowing users to create targeted content personalized to their audience.

How is AI changing the industry?

I believe that it’s not a matter of if businesses will begin using AI but when.

A study conducted by Stanford and MIT showed AI boosted worker productivity by 14% on average. In this way, AI can help get marketers out of the weeds of execution to focus 100% on customer connections, quality storytelling and overall business outcomes. In short, marketers will be able to get back to marketing.

This isn’t to say AI is minimizing the human element; it is instead reducing the stress on the human part, allowing workers to focus on tasks that require human expertise and creativity.

Integrating AI technology in digital marketing is here to stay. However, understanding its application for digital marketing is critical, and that begins with training your AI technologies with the appropriate information it needs to churn out the best possible output. You can’t expect to have the right output without providing the right input and training. Data sets fed into the AI program, for example, can be biased and pose issues with how outputs are interpreted.

That means being upfront with clients or end users about the use of any AI-embedded software. Even if you plan on using a helpful meeting assistant like Fireflies.ai, I would strongly encourage you to seek consent from all attendees so no one is left in the dark. Or, if your client’s next marketing campaign strategy was assisted by AI, it’s incumbent on you to disclose that. The same goes for any AI-generated images, videos or audio that have been used. Why? Transparency promotes trust, and trust builds buy-in—which is exactly what the AI industry desperately needs right now.


The use of AI technology in digital marketing is becoming increasingly prominent and will continue to grow exponentially. Before 2030, the global AI market is expected to be valued at over $1.5 trillion.

Marketers who embrace AI and keep up with the latest tools and strategies can increase their chances of gaining a competitive advantage, but it’s important to understand this technology and how it can best be used within your business. I believe that AI-driven digital marketing, done ethically, is the future, and these tips can provide an effective way to ensure the successful use of emerging technologies and applications.

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