Artificial intelligence in digital marketing: applications and trends.

Currently, the use of the artificial intelligence is quite common, it has become our preferred tool for solving simple day-to-day tasks both at work and in our personal lives, it saves us time, reduces human error and improves productivity. 

In digital marketing, its applications are diverse, from content creation to the optimization of campaigns in different digital channels. Here we tell you how AI is applied in digital marketing.

What is AI?

AI (artificial intelligence) is the term used to describe a process of a set of algorithms and learning models that mimic the way we think, learn and solve problemsThe new technology, allowing machines to perform tasks that normally require human intelligence.

Artificial intelligence is divided into two categories according to its implementation:

1. Integrated: applied in the use of physical devices.
2. Software: are algorithms for processing data and optimizing processes.

Within the latter category, there are different purposes of use:

• Languagethanks to natural language processing, AI can interpret, generate and translate text, just like chatbots and voice assistants such as Alexa.
• VisualImage analysis and biometric data recognition, so useful in security and social networks.
• AudioVoice recognition, audio-to-text conversion and audio synthesis. For example, virtual assistants.
• PredictiveInformation analysis to detect patterns of user and/or market behavior.

How is AI used in digital marketing?

Incorporating artificial intelligence is not just about asking questions and getting answers or using it as a "digital psychologist". Its possibilities are greater and its applications are amazing! 

To take full advantage of its potential, it is important to understand the 4 key areas of AI in digital marketing:

Learning and memory

The most important pillar of the AI is the machine learningThe system allows you to analyze large volumes of data and to offer complex analyses in a matter of seconds. Its main applications include:

• Intelligent recommendations: AI is capable of detect preferences in the person and suggest content that suits their tastes and needs. For example, personalized content recommendations on streaming platforms.
• Sentiment analysis: through Natural Language processing can be performed in a way that is interaction analysis and user reviews for  understand the general opinion of buyers with respect to a product or service, just as Amazon does today.
• Google Analytics with AI: analyzes web traffic data and user behavior to obtain best insights that help to better understand the user.

Personalized experience

Thanks to the historical data analysis and in real time, we have different tools that facilitate the customer support/customer throughout their buyer journey and improve customer service. Its applications are different but we list the main ones:

• Dynamic campaigns: platforms such as META, Google and TikTok, provide the option to adapt the advertisements according to the user's behavior.
• Process automation: chatbots and workflows have ensured the to be present in the user's mind, even if it is early in the morning or on holidays. 
• Customization software: AI for the marketing automation y content customizationand predict future actions of the customer or potential customer.

Trend forecasting

The ability to predict what will happen in the market, trends and user behavior in digital marketing enables us to plan effective strategieseven in complex situations. Therefore, it is important to pay attention to the following:

• Purchase predictions: we know that certain products are consumed in specific moments, as when that special serum is about to run out, it will be the perfect time to remind the user to buy it again!
• Market trends: this will help you identify new opportunities, high or low seasonsand stay on top of what's trending in the marketplace."

Content generation

This type of intelligence is capable of creating content such as texts, images, videos and music, based on specific requirements, called prompts, which use data patterns.

For the creation of this content, the intelligence uses a generative model, in other words a system that learns from databases that the agent indicates to it and from there generates new content based on what has already been studied.

Most artificial intelligence tools are connected to search engines and public databases, which makes them perfect for identifying and solving problems, as well as detecting and correcting errors quickly.

AI allows you to create audiovisual and text material for campaigns, social networks and articles in a simpler way . It is based on the following tools:

• Content generation by text:  With a good prompt, Artificial Intelligence is able to create personalized content in seconds and the result can always be edited by improving the initial instructions according to what is being communicated.
• Image, video and audio editing:  different editing tools have functions that make our content more attractive without the need to be an expert in editing.

The limit to take advantage of this tool is our imagination and our ability to design application strategies based on smart objectives.

Ethical challenges of AI

Despite its advantages, the use of AI in digital marketing leaves a number of ethical challenges on the table that must be discussed to ensure its responsible use. Here are the basic points you should consider to apply artificial intelligence in your digital marketing strategy:

• Transparency: informs users when they are interacting with the artificial intelligence to ensure the user privacy and responsible use of data.
• Quality of content: the information generated by this tool may contain false or low quality information Therefore, it is important to ensure the relevance and accuracy of the content.
• Moderate" use of the tool: Remember that AI facilitates the work but does not replace it, so we monitor the work and to use it as a basis for complement to our intelligence guarantees a correct application in the tasks, maximizing its efficiency.
• Algorithmic segments: the AI is trained on the data entered into itTherefore, it is necessary to check that there are no informative biases so that the results are not unbiased. For example: if you are only educated with information from one sector of the population, your behavior will be biased and therefore the results will be biased.

How will AI be used in the future in digital marketing? 

The future of digital marketing will be closely tied to the evolution of AI. Some trends that are expected to evolve are::

• Predictive marketing: greater accuracy in predicting consumer needs and behaviors.
• Voice interaction: expansion of voice assistants in the interaction with brands.
• Augmented and virtual reality: immersive experience enhancement through AI.
• Full automation: digital marketing strategies are expected to be simplified from planning to content and campaign optimization.

Artificial intelligence is already transforming digital marketing, optimizing strategies and improving user experience, and its impact will continue to grow, redefining the way brands interact with their audiences. To make the most of its benefits, it is essential to think about its ethical challenges and ensure the quality of the content generated.