No single technological innovation has caused quite as much controversy as AI. It is one of the most hotly debated subjects, not just in the tech industry, but across the globe! But a lot of the fears associated with AI are born out of a lot of misinformation. Spurred on by people looking to discredit the technology. Or brought about by watching too much science fiction.

AI is not going to put everyone out of a job. This is a common line that appears whenever we see a new form of automation technology. But the reality of the situation is that innovations like AI actually create more jobs. Entire new industries are born around the technology. And old sectors are changed and adapt to the inclusion of this new technology. Creating new jobs within old areas.

The digital marketing industry is one such sector that is being completely overhauled with the introduction of AI. Marketing experts are adapting their strategies and finding new and creative ways to use AI to their advantage. Today we are going to be looking at exactly how AI is revolutionizing the digital marketing industry!

Personalized Advertising

One of the biggest game changes for the world of digital marketing was the invention and implementation of targeted adverts. Up until this point marketing agencies had to just hope that their advert would hit the right demographic. But, thanks to the vast amount of data that is harvested from internet users, companies can now tailor adverts online to be very specific.

You will have undoubtedly seen these adverts. Showing you a product you have been looking at elsewhere or even talking about to your friends. Or maybe it is showing a product that is very similar to something you already own. Perhaps an accessory for something new that you just bought.

These adverts have been proven to be far more effective than any other type of advertising. And AI is making them even more effective. Before AI, the algorithms used to create targeted ads were crude. AI has the ability to interpret a lot more data and formulate extremely personalised adverts within seconds. And, with the ability to generate both pictures and videos, these adverts can be far more complex too.

But it goes a step further than that. AI marketing tools will very quickly learn what style of personalized advert works for each individual. Slowly but surely it will start to refine the process. Until it is creating adverts that are so very specifically tailored, not only to the viewers wants, but their aesthetic desires too.

SEO Improvements

One of the biggest digital marketing sectors is search engine optimization. The process of refining a website and its content to raise its standing on search engines. SEO has become one of the fundamental cornerstones for any website’s success in an increasingly competitive digital environment.

And AI is changing the game in a huge way. But not always for the better. We will first focus on the positives. AI is extremely useful in helping people sift through data regarding keywords. For those that don’t know, keywords are the terms that people use when searching on Google or any search engine. The query they type in formulates the keywords. And the search engine will scan all the indexed websites to see which sites are most relevant to those keywords.

AI can be used to more accurately rank keywords in relation to a website’s specific product or service. And AI can then also be used to help refine content to better hit those keywords in a more natural way. Since AI can interpret huge amounts of data instantly it is effective at providing detailed insights into how well a website is performing and where it is underperforming.

But there is a risk here too. Generative AI SEO content has started to pop up. This is where people use AI to produce all their websites content. Thinking it is just as good as human made content. Dhanraj Mane’s SEO blog recently spoke about the dangers of relying on AI generative content for SEO needs. And the main takeaway is that search engines are getting better at detecting AI content. And, in the long run, it can negatively impact your website’s standing.

AI is like any tool. It should be used to help you develop your own ideas and systems. And there are definitely some areas that can be fully outsourced to AI. But it should never be a total replacement for human creativity.