2 Ways AI Is Reshaping The Future Of Digital Marketing


Krishan Arora is CEO & Founder at Arora Project, a globally recognized leader in raising investor capital & scaling high-growth ventures.

In the ever-evolving world of digital marketing, there have been a few pivotal moments over the past three decades that have defined the entire industry. For example, the internet boom of the early 2000s led to the formation of social media platforms, which led to the multibillion-dollar digital advertising industry as we know it today.

One of the major shifts in the last decade was going from desktop-first to mobile-first, and we can all see how the adoption of mobile-first has changed everything we do today from ordering rides via Uber to ordering groceries via Instacart all on our mobile phones.

A second tectonic shift is taking place right now, yet many do not realize the true impact this radical shift will have on every single one of us on planet Earth. The era of artificial intelligence is upon us, and it is going to radically change almost everything we do in the digital marketing world.

As a marketing expert for the past 15 years, and having spent tens of millions of dollars on social media advertising campaigns (with a focus on delivering a high ROI for our clients), I can already see two very clear areas where AI will completely revolutionize digital marketing:

• The advancement of predictive analytics.

• AI-based content creation.

The Advancement Of Predictive Analytics

Before AI entered the conversation, using analytics to predict customer behavior involved several touch points from humans. We had to isolate which metrics were important to us, extract large sets of data, use tools to sift through it and then find meaningful patterns to test to see whether we could predict customer behavior. Some tools were helpful in this space before AI was present, but the process was still largely manual and cumbersome with limited efficiency.

Now, predictive analytics powered by AI are revolutionizing how we forecast customer behavior, make key decisions and identify important trends within e-commerce. Using the raw computing power of tools like Google’s Gemini or OpenAI’s ChatGPT, we can input massive datasets, and the AI engines will sift through them and recommend in seconds key metrics and hypotheses to test. This ability to analyze and digest large sets of digital marketing data gives us the ability to make key decisions much faster, and this speed increases with every optimization made.

AI-Based Content Creation

By far, content creation is the most impacted area of digital marketing in this new era of AI. First came AI-generated text—email copy, ad copy and landing page copy—which can be created within a matter of seconds. By entering the correct prompts, you can get copy that is witty, smart and relevant to a specific region of the world.

Then came AI-generated images through programs such as Midjourney and DALL-E that take prompts and create images right in front of your eyes. Over the past year, these image generators have gotten much better, and many other image generators have been created on top of these AI engines.

Then came the final straw that broke the metaphorical camel’s back: OpenAI released Sora, its prompt-to-video generator that generates incredible video clips from prompts.

Even though this AI-powered content creation world is still in its nascent stage, the AI platforms are evolving and getting better literally week after week. Soon the entire content creation engine within digital marketing could be powered not by specialists who create copy or images or video, but by prompt specialists who engage with AI tools to create content in real time.

Looking Ahead: Adapt Or Get Left Behind

The era of AI radically shifting every system we use in digital marketing is upon us. Even tools such as the Google search engine, something we never thought would be innovated upon, are now being threatened by AI tools such as ChatGPT. Users around the world are leaning into AI tools and large language models to help make their workflows much more productive.

My advice for marketing team leaders and professionals is to adopt these technologies to boost your and your team’s efficiency. By embedding these content creation and predictive analytics engines within your workflows, you can be 300% to 500% more effective in terms of your output, essentially doing the jobs of three to five people.

The ability to do more high-quality work in less time is the main attractiveness of these AI tools. It’s not a matter of whether or not you should adopt these technologies—it’s really (more dauntingly) a matter of either adopting these tools and staying competitive, or not staying relevant in the marketplace anymore. AI is here to stay, and the future is very bright in the world of AI-based digital marketing.

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