The emergence of AI is a highly significant advancement for marketing professionals. It is essential for us to proactively engage in understanding how artificial intelligence (AI) operates and its potential impacts on our marketing strategies. The good news is that you are likely already using AI.
For instance, Google has been integrating AI for years, such as the autocomplete feature in Search or the translation capability in over 100 languages through Google Translate, all as a direct result of this technology.
We are rapidly moving towards an environment where the constraints of our imagination will be the only limit to creation in digital spaces, extending to all aspects of life. In 2024, a Spanish woman will marry an AI hologram, marking a milestone in human-machine interaction. The ceremony will take place in Rotterdam, and ‘The hybrid couple’ will share their honeymoon internationally, allowing people worldwide to immerse themselves in their relationship.
It’s not about jumping on the trend but discovering how to leverage it to truly add value. We explore what both agencies and advertisers can do to create a new way of working.
What AI Can and Cannot Do for Marketing Specialists
Today, AI can help you optimize your media mix, target audiences more effectively, fine-tune your advertising campaigns, and predict market trends. These capabilities enable greater efficiency and precision in marketing strategies.
80% of advertisers have already implemented at least one AI-powered search advertising tool.
Artificial Intelligence in Digital Marketing
Artificial Intelligence systems like Chat GPT are taking over our daily lives. Among the diverse applications of Chat GPT, we can highlight:
- Content creation: It generates articles in an automated and personalized manner, helping businesses create new and original content at a faster pace. It can serve as a source of inspiration for finding user-relevant topics, optimizing search and research time. It can adapt to a specific industry or use case, allowing companies to generate highly specific and relevant content.
- SEO optimization: As a marketing strategy, it can help optimize the meta-information of websites with thousands of pages that would otherwise be challenging to optimize. Its analytical capabilities allow it to generate specific and compelling descriptions for a website, adhering to appropriate lengths. It is also useful for generating relevant keywords for use in meta tags, thereby increasing visibility.
- Design: It offers the possibility to create logos, high-quality promotional videos, and engaging content for the audience.”
A New Era Driven by Artificial Intelligence
The impact of artificial intelligence on search ads is evident, with 80% of marketers using AI-powered products. This adoption has led to a notable 35% increase in conversions through keyword adjustments.
Studies reveal that YouTube video reach campaigns, powered by AI, achieve a 3.7 times higher return on advertising investment compared to manually optimized campaigns.
Furthermore, in Google campaigns, the introduction of generative artificial intelligence has made it easier to create and adapt customized pieces with just a few clicks, highlighting the rapid evolution of Google’s AI models.
AI is assisting The New York Times in organizing its extensive collection of historical photos. Through Google Cloud, images were digitized, and artificial intelligence was used to identify objects and locations, read annotations, and enable search functionality. This allows journalists easy access to historical events for reporting with specific context.
