26th July 2023

How To Use AI The Right Way In Digital Marketing

In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial to success. A prevailing technology that has begun to change the industry is Artificial Intelligence (AI). AI has become an indispensable tool for businesses worldwide.

In this blog, we will explore what AI is, how it can be harnessed effectively in digital marketing, and look at specific AI applications like Bard AI and ChatGPT that can take your marketing efforts to new heights.

Understanding AI in Digital Marketing

Before delving into AI’s practical applications, let’s define what AI is. Artificial Intelligence is the simulation of human intelligence processes by machines, particularly computer systems. These processes include learning, reasoning, and self-correction. The objective of AI is to make machines capable of executing tasks that would typically require human intelligence.

In the context of digital marketing, AI is able to help with content writing and strategy. By leveraging AI, digital marketers can make data-driven decisions, engage with consumers on a deeper level, and achieve greater efficiency in their campaigns.

AI’s Role in Digital Marketing

Data Analytics

AI can process vast amounts of data in real-time, providing marketers with actionable insights and identifying patterns that may have gone unnoticed. This allows digital marketers to understand customer behaviour better, anticipate needs, and create highly targeted campaigns.


AI enables personalised marketing on a mass scale. By analysing user behaviour and preferences, AI algorithms can deliver tailored content, product recommendations, and communication to individual consumers, significantly improving engagement and conversion rates.

Content Creation

AI tools like ChatGPT and Bard have revolutionised content creation. These powerful language models can generate high-quality, relevant, and SEO-friendly content, saving businesses considerable time and effort in creating blogs, helping with social media marketing, and writing general website content and product descriptions.

Through using the right prompts, most AIs will be able to help create content using relevant keywords that can be used as a general basis to work from. While this can make the writing process a lot faster, it’s vital that you don’t take the AI content and upload it as it is. A lot of content that comes from programmes like ChatGPT and Bard can be wildly inaccurate and not tailored to your specific business. Ensure you thoroughly proof and edit the content before putting it on your website as it will not only lack personality but it will likely not rank as high.

Chatbots for Customer Support

AI chatbots can provide instant responses to customer inquiries, offering 24/7 support and removing the need for human intervention. Chatbots enhance customer satisfaction by providing immediate assistance and quick issue resolution. AI can be used to answer FAQs, or provide an automated response that directs the customer to other contact details.

Predictive Analytics

AI algorithms can predict future trends and customer behaviour, allowing marketers to plan their strategies accordingly. This helps businesses stay one step ahead of their competitors and adapt to market changes proactively.

Optimising Advertising Campaigns

AI algorithms can optimise ad campaigns by identifying the most relevant target audience, allocating budgets wisely, and refining ad creatives based on real-time data.

Using AI Responsibly and Ethically

While AI offers tremendous benefits, it’s crucial to use this technology responsibly and ethically. Here are some general guidelines for incorporating AI into your digital marketing strategy:

  • Transparency: Be upfront with customers about your use of AI, especially when it comes to chatbots or AI-generated content. Make it clear that they are interacting with automated systems.
  • Data Privacy: Respect user data and adhere to data protection regulations. Ensure that AI systems handle personal information securely and responsibly.
  • Human Oversight: While AI can automate many processes, human oversight is still essential. Regularly monitor AI-generated content and chatbot interactions to avoid any unintended errors or misinterpretations.
  • Constant Learning: Keep abreast of AI advancements and improvements to make the most of its capabilities. Regularly review and adjust your AI strategies for optimal results.

Cons Of AI

While AI can offer benefits to digital marketing, it is essential to be aware of its potential drawbacks and limitations. One of the main concerns with AI in digital marketing is the risk of over-reliance on automated processes. Relying solely on AI-generated content or chatbots can lead to a loss of the human touch, which is essential for building genuine connections with customers. Additionally, AI algorithms are only as good as the data they are trained on, meaning they may not always be correct or might have biased input. AI tools can’t be relied upon to deliver correct and concise information. Even if you are using artificial intelligence to speed up your marketing campaigns, you will still have to spend time proof reading and checking what the AI has written.

Another issue is subscriptions – some AI programs require payment subscriptions which will cost your business money to use the full features. Furthermore, AI technology is continually evolving, and keeping up with the latest advancements and updates can be daunting for businesses. Lastly, there is always the concern of data privacy and security when using AI, as sensitive customer data may be at risk if not properly safeguarded.

AI In Digital Marketing

Overall, AI in digital marketing presents an array of exciting new opportunities for many digital marketers and business owners. From advanced data collection to content creation and AI chatbots, there are a number of ways that we can utilise artificial intelligence in the digital marketing world. Although AI can never replace humans, it can be an effective productivity tool.

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