AI’s Role In The Future of Digital Marketing

By Narwhal Media Group | August 23, 2023

There’s no denying that the digital marketing landscape has transformed dramatically over the years. Nowadays, technology is continuously pushing the boundaries of what we know to be possible. 

At the forefront of this revolution is the application of artificial intelligence (AI) — something that we’ve all heard about by now. And it’s being utilised in various digital marketing endeavours. But what does the future hold for the merging of AI and digital marketing? At this point, the sky appears to be the limit.


Analyse, create, ideate

Every brilliant marketing campaign begins with a great idea. Traditionally, ideation has always been an intensive process. Think collaborative sessions, colour-coded mind maps, countless cups of coffee, and a waste paper bin filled with crumpled ideas soon to be forgotten.

Now, here’s where things have started to change as AI is taking a more prominent role in marketing campaign ideation. With the ability to analyse vast amounts of data surrounding consumer behaviour, preferences, and market trends, marketing using AI can help brands generate campaign ideas that resonate with their target audience in, well, an instant.

Whether this is a good thing or not is yet to be determined. Whilst it’s great to generate the information you need at the press of a button, doesn’t this stifle the creative mindset that you worked so hard to acquire? We’ll let you ponder on that one.


The integration of AI

For those familiar with the current digital marketing toolkit, it’s evident that AI’s integration isn’t just a prediction — it’s a present reality that we’re all living. Whether you’re using tools for analytics, CRM, or content management, AI components have become in-built features that we use on a daily basis. Sometimes without us even realising.

Following this trend, we predict that it won’t be long before AI becomes a default, intrinsic component within most marketing tools. The platforms that leverage AI in digital marketing help marketers and SEOs streamline their processes, offering predictive analytics, automating repetitive tasks, and personalising user experiences. This, arguably, results in a more efficient and methodical workflow — and who would turn that down?


AI copywriting and content creation

The marketing areas of copywriting and content creation have seen a huge increase in AI use in order to enhance and streamline the creation of SEO-optimised content.

The bottom line is: copywriting will always need a human touch — creativity, wit, and a profound understanding of the audience’s psyche are integral to writing effective marketing copy that evokes action within the reader. Human creativity is irreplaceable, but that doesn’t mean that AI hasn’t attempted to make progress in this area.

For instance, through AI and machine learning in digital marketing, brands can now create copy that’s optimised for search engines and tailored to the readers’ preferences and search queries – all from one simple prompt. 

To do this, AI algorithms analyse thousands of pieces of copy, blog posts, and landing pages to predict what kind of content will perform best for a specific target audience. And, as you can imagine, this has had immense implications for content creators across the globe.


Will human-written content become irrelevant?

SEO content has, and always will be, a moving target for digital marketers. This is mainly due to Google’s algorithms continually evolving. For reference, Google’s latest core algorithm update is going live just this month.

As search engines become smarter, thanks to AI and digital marketing integration, there’s a question emerging amongst digital marketing communities: will it ever get to the point where human-generated content becomes irrelevant or, dare we say it, unfavoured by Google?

In some ways… potentially. So, search engines are now better equipped to recognise and reward genuinely valuable content over robotic keyword-stuffed articles. But on the flip side, content that’s deeply researched, relevant, and answers the user’s query will always have its place. And that is something that AI can generate successfully and quickly.

It’s important to note that AI’s role in the digital marketing sphere isn’t to diminish the value of genuine content but to elevate and enhance it. By helping marketers understand what their audience genuinely wants through insights and analytics, AI in digital marketing ensures that content remains king, albeit with a more refined and audience-centric role.


Lead generation vs. demand generation: where does AI come in?

When discussing AI’s role in marketing, it’s essential to touch on two often-misunderstood terms: lead generation and demand generation. So, let’s go through the difference and identify where AI plays a role.

Firstly, lead generation involves attracting potential customers and collecting their information, often in exchange for something of value, like an eBook or a webinar.

Alternatively, demand generation encompasses a broader set of activities aimed at creating a demand or interest in your products or services.

Whilst both are crucial for businesses, their objectives differ. So, where does AI come into this? Well AI can aid in both realms by segmenting audiences, automating processes, and offering insights to tailor these campaigns more effectively.


To AI or not to AI? That is the question

The role of AI in digital marketing is multifaceted, expanding, and undeniably transformative. Whether you’re for or against it, AI will be at the forefront of digital marketing for quite some time, so it’s always a good idea to stay informed of AI updates and developments.

From ideation and copywriting to lead generation, AI is setting the stage for a future where marketing is more efficient, personalised, streamlined, and potentially more impactful. Whether you agree or disagree is up to you, but what we can do is find comfort in the fact that we’re going through this change together.

For more information, get in touch with our team to find out how we utilise AI for the benefit of our clients.


Show All
07.02.24 Molly Govus

Is local SEO right for your business?

Are you finding it difficult to make your business stand out amongst the crowd? If you find that your business is being overshadowed by bigger chains, or you’re struggling to make your mark on local searches, this is a clear sign that you could benefit from local SEO services. Did you know that local SEO […]

Read More

A round-up of Google algorithm updates in 2023

Our digital marketing world is transforming at an alarming rate, and staying on top of the latest Google algorithm updates is essential for SEO professionals, website owners, and marketers alike.  The year 2023 has witnessed big changes in Google’s search algorithms, each aimed at improving the user experience and the quality of search results. But […]

Read More

How to use conversational AI to grow your business

In today’s fast-paced business landscape, staying ahead of the competition requires embracing innovative technologies. One such technology that has recently gained a significant amount of attention is conversational AI.  By leveraging artificial intelligence (AI) and natural language processing, conversational AI enables businesses to engage with customers in a personalised and interactive manner, and the software […]

Read More
21.02.24 Anna Dearden

Are you advertising on the right social media platforms?

Social media has been part of our online digital marketing presence for over a decade now. Can you believe it? We can’t quite. The question of whether or not to leverage social media for advertising is an absolute yes, but it’s about making sure you’re advertising on the right social media platforms to make the […]

Read More