Darren Stewart
May 14, 2023

How AI is Changing Digital Marketing for the Better

Artificial Intelligence (AI) has made its way into the digital marketing landscape, and it’s changing the way companies market their product

Artificial Intelligence (AI) has made its way into the digital marketing landscape, and it’s changing the way companies market their products and services. AI can help marketers reach their target audience more efficiently, as well as increase ROI. In this blog post, we’ll explore how AI is disrupting the digital marketing landscape through improving personalisation for the end-user and automation for the marketer.

What is AI?

In simple terms, AI is a computer program (code) that can mimic human behaviour by learning from data and previous experiences. It can be used to automate tasks that would normally require manual labor or time-consuming processes. This technology has been around for decades, but advancements in computing power and machine learning have enabled us to take advantage of its potential in digital marketing.

How Can AI Help with Digital Marketing?

AI has many applications in digital marketing, such as personalisation and predictive analytics. For example, you can use AI to optimize your content for specific audiences by analyzing user data and preferences. You can also use it to predict customer behavior based on past interactions with your website or product. 

AI means the end of manual testing

One great example of how AI can help digital marketers is testing campaigns. In the past, digital marketing professionals would run manual split tests or A/B tests to try and figure out which content, ad copy etc would work best. With developments in AI this will become a thing of the past as software programmes will be able to automatically adjust content on the fly and optimize without running semi-automated split tests.

How AI is Changing SEO for the Better

One of the main areas AI will impact digital marketing is Search Engine Optimisation (SEO). AI uses sophisticated algorithms to identify and understand patterns in data. It’s an incredibly powerful tool when used correctly and can help marketers create more effective SEO strategies that get results. Let's take a look at how AI is transforming SEO.

Better Quality Content Creation

One of the most important aspects of SEO is creating content that is valuable to your audience. With AI, you can create content faster and easier than ever before. AI-driven tools can help you generate ideas for topics, rewrite sentences, and generate new titles for blog posts. This makes it much easier for content writers to develop high quality content without sacrificing a lot of time or money.

AI can also be used to automate mundane tasks like keyword research and analysis. By using natural language processing (NLP), AI tools can quickly analyse massive amounts of data to find the best keywords for your content. This helps CMOs optimize their content more effectively without having to spend hours trawling through search engine results pages.

Tools like Surfer SEO do this by analysing the best performing articles for certain keywords and then recommending keyword inclusion, length of article and sub-headings to include in your own post to help you achieve the same results.

Optimised User Experience

AI is also changing how users interact with websites as well as how they interact with search engines. Google's RankBrain algorithm, for example, uses machine learning and NLP techniques to better understand user queries so it can deliver more accurate search results. This means CMOs have to focus on creating content that caters specifically to user intent rather than simply optimizing keywords or phrases.

Predictive Analytics in Marketing

AI-driven predictive analytics are revolutionising the way marketers work by providing them with insights into customer behavior and preferences that would otherwise be impossible to uncover manually. Predictive analytics allow marketers to anticipate customer needs ahead of time so they can tailor their marketing strategies accordingly and improve their chances of success in organic searches.

Predictive analytics uses vast amounts of past data to find patterns that can help predict future actions. So, for example if you have data from the past 5 years on the number of form submissions your website received it could estimate what you would be likely to expect in the future based on certain conditions.

How AI Can Improve Your PPC Performance

Pay-per-click (PPC) marketing is one of the most effective and efficient ways to drive quality traffic to your website quickly. With advancements in artificial intelligence (AI), there are new ways to take your PPC campaigns to the next level. Let’s dive into how AI can help you create more effective PPC campaigns that generate better results.

PPC Automation

One of the biggest advantages of using AI for PPC is automation. AI algorithms can be used to automatically optimize your campaigns based on various factors, such as cost per click, conversion rates, and audience segmentation. This allows your ads to target specific audiences with more accuracy, leading to higher conversion rates and a better return on investment (ROI).

AI algorithms can analyse data from past campaigns to identify patterns and trends that can be used to improve future performance. For instance, if a particular campaign has been successful in the past, AI can detect this pattern and automatically apply it to other similar campaigns in order to maximise ROI and increase conversions.

PPC software like Google Ads already implements AI to improve bidding performance based on past performance. Using bidding strategies such as Target Cost Per Acquisition (CPA) Google automatically adjusts your bids within a live auction to try and ensure you get a conversion for your target cost.

Ad Personalisation

Another benefit of using AI for PPC is personalisation. By leveraging machine learning algorithms, marketers are able to create more personalised ads that are tailored specifically for individual users or audiences. This type of personalization can help build trust with customers and lead them down the sales funnel faster by providing them with relevant content based on their interests or needs.

AI can also be used for split testing, which allows marketers to compare different versions of an ad in order to determine which one performs better. Split testing helps marketers identify which elements of an ad are most effective at driving conversions and which should be modified or removed in order for the ad to perform better overall.

PPC Optimisation

Overall, incorporating AI into your PPC strategy offers numerous benefits such as automation, personalization, and split testing capabilities that will help you maximise ROI and drive more conversions from your campaigns. As a CMO looking for ways to increase leads and conversions while reducing costs, AI-powered PPC is an absolute must-have tool in your arsenal!

Focus on the bigger picture

One of the most important benefits of AI is it will free up your time so you can focus on the bigger picture rather than getting bogged down in the manual day-to-day tasks. In Google Ads this can automatically assign bits rather than using Manual bidding. In SEO this can mean automating content briefs and using AI to flesh out content so you can focus on the most interesting parts.

AI’s involvement in digital marketing should be seen as one of an assistant to allow you to become more strategic and do better work. Below we have listed a few AI tools that we really think help digital marketers improve their performance.

3 Digital Marketing AI Tools

If you’re looking to take your online presence to the next level, then SEO AI tools are a must-have. These tools use artificial intelligence (AI) technology to help you get better search engine rankings and more visibility for your business. In this blog post, we’ll cover 10 of the best SEO AI tools out there.


Mutiny is an AI web conversion platform. It sits as an overlay on your existing website and adapts the content of your website based on certain conditions. It allows you to personalise the content of your website based on things like industry, seniority and basically any 1st party data you have in your CRM system.

Mutiny is an AI CRO optimisation platform

Mutiny is also really useful for Paid Media because you can build adaptable landing pages that change based on the ads. This means you dont have to create multiple landing pages for each variation. The content of 1 page can be dynamic saving you hours of work and also improving the conversion rates.

Jasper AI

Jasper AI is one of the leading tools for creating content using artificial intelligence. The benefits of using AI in content creation are that it can dramatically increase the speed of content creation. It helps you create outlines and summarise articles much quicker than you would be able to do manually. The idea is not to replace copywriting and human generated content, it is to assist in the creation.

Jasper AI helps you create content

Chat GPT

Last but not least is Chat GPT. Essentially this is a conversational AI that answers questions and can help produce content or even code for you. The potential use cases are countless but essentially a tool like Chat GPT can help speed up your marketing efforts by supporting you in content creation when you need to get some time back!


AI can seem a bit scary, it is a really powerful tool that can take human production to the next level. But just like the industrial revolution some people will be scared of change. Initially it may seem like AI will replace some peoples jobs, but, really if your job can be replaced by AI then it's probably a career that should be re-considered. In the end the job marekt and humans will adapt to build new careers that use AI so there will be opportunities as well as threats.

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