AI MKT | Where is digital marketing going?

What is AI MKT? It is an abbreviation for the future of marketing: marketing assisted by AI—a universe of advertising integrated with artificial intelligence and automation. 

Can we say that we are in the age of artificial intelligence in marketing? Our lives are assisted by generative content intelligence; all automation software also has AI. Digital marketing is one of the great promoters of this epistemic shift of our time. We are experiencing its early stages. 

It is a movement that elevates artificial intelligence as a driving force in how we work and understand our peers. And AI marketing guidelines define contemporary marketing. Here, I outline five key aspects that have emerged with the advent of AI marketing automation. 

Brands will move beyond general segmentation

Until now, marketing has been a content-driven exercise. It was a collective effort to publish information to attract a large number of consumers and users to target specific content. The ultimate goal of these campaigns, of course, was to capture leads. Today, it focuses on a more specific effort: identifying qualified users.

Marketing will increasingly be 1:1 or near-1:1 — meaning it speaks to the user. It seeks a one-on-one conversation. While it relies on a traditional foundation of optimized, quality content, the ultimate goal is to reach individuals. How? With AI prompts and AI-optimized answers.

AI-first SEO / search evolution

How did people search for information on the internet in the past? Through a search engine or social media. How do they search now? Through generative artificial intelligence. Even traditional search engines are beginning to shift toward AI marketing generator models. 

In other words, artificial intelligence responds to, filters, organizes, and categorizes the content we consume (as a search engine algorithm does).

Search engines and platforms are integrating generative/AI tools. Content selection with artificial intelligence, automatic response generation, and AI-driven brand visibility are among the responses to this evolution.

Automations with AI MKT

Online writing, process management, and project management—AI is gradually taking over these tasks. Even selection processes, presentations, music, and images (essential marketing resources) are becoming a fundamental part of advertising strategies.

More tasks are now automated (content generation, campaign optimization, budget allocation, etc.). The efforts of marketing specialists are now focused more on supervision, implementation, and management.

Omnichannels supported by AI MKT

There is a prevailing notion that various media services are available for marketing. There is no forced segmentation of online traffic through websites. Instead, AI MKT uses a variety of media to promote its content.

Ensuring consistent experience and messaging across channels (social, email, web) guarantees better results. It enables detection by artificial intelligence. Digital marketing AI commits to an integrated ecosystem of joint arrangements between traditional digital media. Websites, socials, email marketing strategies, and chatbots all integrate this scenario.

Measurement & attribution adjustments

At this point, we encounter aspects that are more closely related to SEO and media buying. LLM AI and AI strategies also focus on new attributes of traditional KPIs.

We place greater emphasis on ROI here. However, rather than a solution, we find ourselves with a problem for marketers. As users migrate to AIs, searches on social media and websites are changing. As a result, CTR, conversions, visibility, and lead generation are beginning to change, and the numbers are becoming a challenge to manage.

The solution? Some ideas I have for integrating artificial intelligence with new marketing are:

• Using new AI tools.
• Sticking with traditional marketing strategies as the basis for a campaign.
• Strong support for paid marketing and launching ads for traction and quick results.
• Automation of routine tasks and a greater focus on creative and strategic areas.

Regardless of our opinion, AI is becoming an omnipresent force in marketing. No search, no ads, no task is now exempt from AI. Our role now is to manage it responsibly and consciously.