How is AI shaping the future of marketing? (2024)

One of my new connections - Ulrich Buckenlei - asked me a question, that as I began answering realized the conversation would be valuable to air for everyone.

Great question Ulrich.

AI is coming in fast and hard, and creatives are scrambling to figure out HOW and WHERE to use the proliferation of new tools. Every platform is integrating AI into their software. From Google, to Microsoft, to Adobe... and before long you will see it in every application.

First trend - Useful integration.

How do we take this new tech and make it applicable to what I am using this tool for? How is it helpful for ME in accomplishing my current tasks?

We are already seeing this in play, as people share ad nauseam TikToks, Instagram reels, Tweets and LinkedIn posts on what new thing they have uncovered to facilitate AI into their workflow. The presentation of one-off solutions do not a workflow make, and people using a specific tool or process will continue to follow the rut they have created - seeing little difference to the addition of AI into their procedure. There will be those who determine that - 'hey, this thing speeds up / simplifies my efforts' - and they will be the ones who pass on the knowledge they have gleaned to others in their company.

This is a tedious process and long played. There are plenty of people who have used all the aforementioned applications that never explored all the capabilities of the tools. Microsoft Word - if you never needed it, did you ever use Mail Merge to populate a letter with personalization to every person in your mailing list? Photoshop - if it was not a project need, did you uncover how to convert a selection to a path on which you could run text? See, there are capabilities in applications we have never used before. Adding new ones will not automatically make their use part of our process, until we discover a need to integrate it into what we are doing in process.

I mention this one first, because even with AI integration on a human level, the implementation only occurs if done on their behalf (behind the scenes) or they see benefit. Since this article is about AI shaping the face of marketing, here are some other more on-point trends to be aware of occurring in real time over the next few years.

Personalization at Scale

AI will enable marketers to deliver highly personalized content and experiences to consumers. AI-driven analytics and customer data can tailor marketing campaigns to individual preferences and behaviors, leading to higher engagement and conversion rates. While print based media is limited, the application on digital experiences will become much more on-point with the user experience based on data-rich details.

Predictive Analytics

Analytics is a numbers game - and with a lot of data, AI can forecast consumer behavior, market trends, and campaign outcomes. The use of AI in predictive modeling to make informed marketing decisions and optimize strategies for better results will mean that we will be able to see not just best guess hypothesis driving the decisions, but have a near authoritative view in real-time decision making behind the scenes. Currently, A-B testing is us observing 2 narrow channels of plausibility. With AI oversight, the testing could be broad spectrum testing with on-the minute results feeding the observation and driving nuanced decision making to fine-tune and tweak the delivered content.

Content Generation and Optimization

On the heels of Predictive Analysis, then become the use of AI in creating and optimizing content. This can include AI-driven copywriting tools, image and video creation platforms, and content recommendation engines that help marketers produce relevant and engaging content at scale.

I believe we will begin seeing more tools like FAITH's creation of 'Bubl Generator' (for creation of the brands Virgin Media O2's mascot) and 'The Copy Checker' (for maintaining consistent tone of voice in copy). A specific solution for creating specific, on-point solutions for brands - both in image asset creation and copy.

Customer Insights and Segmentation

AI's great strength, is its ability to analyze vast amounts of data to provide deeper insights into customer demographics, preferences, and buying behaviors. This enables more effective segmentation and targeting in marketing campaigns. Which adds to greater personalization, greater prediction analytic success, more on-point content creation... it is a refining cycle that learns from itself.

Voice Search and Conversational AI

With the rise of smart speakers and voice assistants, I believe the impact of voice search on SEO and content marketing will become more fluid. Conversational AI, like chatbots, is already transforming customer service and engagement. It reduces the need for training humans to problem-shoot customer issues. In the early stages there will be mishaps (like the chatbot that refunded the customer the full price of their flight), but the bots and AI will get more intelligent and reduce the problems.

Ethical Considerations and Privacy

The ethical concerns surrounding the use of AI in marketing, including data privacy, consent, and transparency are primary areas of concern. How companies navigate these challenges while leveraging AI to improve their marketing efforts will become the full-time job within larger corporations and brands - or the supporting agencies hired to handle these things for the brand.