{"id":37468,"date":"2022-04-22T11:28:06","date_gmt":"2022-04-22T09:28:06","guid":{"rendered":"https:\/\/www.getsmarter.com\/blog\/?p=37468"},"modified":"2025-09-19T14:11:06","modified_gmt":"2025-09-19T12:11:06","slug":"how-ai-is-affecting-advertising-and-marketing","status":"publish","type":"post","link":"https:\/\/www.getsmarter.com\/blog\/how-ai-is-affecting-advertising-and-marketing\/","title":{"rendered":"How AI Is Affecting Advertising and Marketing"},"content":{"rendered":"\n<p>The hype around artificial intelligence (AI) rises every year, but <a href=\"https:\/\/www.getsmarter.com\/blog\/mits-erik-brynjolfsson-on-the-impact-of-ai\/\" target=\"_blank\" rel=\"noopener\">how far does its impact really go<\/a>? When it comes to AI and marketing, it still remains to be seen whether the technology will prove to be a help or a hindrance. But there\u2019s evidence that it\u2019s already becoming a powerful tool in the marketer\u2019s arsenal.<\/p>\n<h2>More than half the globe is online<\/h2>\n<p>The last year alone has seen a year-on-year increase of four percent of internet users, taking the current global figure to 4.95 billion people. If you\u2019re an advertiser or marketer, it makes sense to ensure you\u2019re visible in the space where such a significant number of people are interacting and engaging every day. The International Data Corporation (IDC) forecast that in 2021, companies would spend close to $342 billion on AI in marketing.<sup>1<\/sup><\/p>\n<p>AI provides the opportunity to change the future and transform the dynamics of the advertising and marketing industry.<\/p>\n\n\n<div>\n            <!-- Responsive picture tag -->\n        <picture class=\"picture-block\">\n            <source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/phone-100-1.jpg\" >\n            <img decoding=\"async\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/phone-mobi-100-1.jpg\" alt=\"\">\n        <\/picture>\n    <\/div>\n\n\n<p>In advertising, as in other industries, AI is focused on using machines to \u2018mimic\u2019 human intelligence by programming them to think and respond in the same way humans do. This is achieved by assimilating historical data to determine certain behavioral patterns and make smarter decisions.<sup>3<\/sup><\/p>\n<p>The result is:<\/p>\n<ul>\n<li>More personalized encounters with brands<\/li>\n<li>Highly targeted, more sophisticated advertising<\/li>\n<li>Easy identification of thought leaders and influencers<\/li>\n<li>Quick but informed decision-making<\/li>\n<\/ul>\n<p>All of the above benefits intersect to achieve one of the most sought-after goals of advertising: relevance at scale.<sup>4<\/sup><\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>AI-based personalization equips brands with the ability to amplify customer engagement, improve customer loyalty, improve sales and give them a deeper insight into what their customers want in real-time. With AI, brands are able to optimize their website content in order to align to what each specific customer is seeking, enhancing conversion rates.<sup> 5<\/sup><\/p><\/blockquote><\/figure>\n\n\n\n<h2>Current industry opinion on AI in advertising and marketing<\/h2>\n<p>While some companies and business owners may be wary of the benefits of AI in advertising and marketing, the majority of businesses are positively inclined to adopting AI.<\/p>\n<ul>\n<li>By 2021, AI augmentation was expected to create $2 trillion in business value. This value is equal to 6 billion hours of worker productivity globally <sup>6<\/sup><\/li>\n<li>Nine out of 10 top companies continuously invest in AI <sup>7<\/sup><\/li>\n<li>Almost half of executives believe AI\u2019s greatest contribution is to provide data that can be used to make data-driven decisions <sup>8<\/sup><\/li>\n<li>Confidence in AI\u2019s ability to detect financial fraud increased by eight percent, from 85 percent in 2020 to 93 percent in 2021<sup>9<\/sup><\/li>\n<\/ul>\n\n\n\n<p>It\u2019s against this backdrop that companies and their marketing teams take the next step with their marketing strategies using AI.<\/p>\n<p>Businesses can leverage off the following five AI trends to perfect their 2022 marketing strategies, helping their brands and businesses to thrive.<sup>10<\/sup><\/p>\n<ul>\n<li><strong>Conversational marketing<\/strong>: This is aimed at connecting with the customer and their unique interests through chats, text, personalized videos, and emails<\/li>\n<li><strong>Video marketing<\/strong>: This requires the production of content that customers want to see and uses live broadcasts on social media platforms to drive higher engagement<\/li>\n<li><strong>Green marketing<\/strong>: With sustainability becoming a key business priority, customers are more likely to select brands that are committed to looking after the planet<\/li>\n<li><strong>Inclusivity and diversity<\/strong>: Brands that represent a cross-section of people from diverse backgrounds resonate more effectively with audiences<\/li>\n<li><strong>Shoppable content<\/strong>: This involves optimizing the manner in which audiences engage with content and moving them through the sales funnel<\/li>\n<\/ul>\n<h2>What are the main applications of artificial intelligence in digital marketing?<\/h2>\n<ul>\n<li>Eighty percent of marketing leaders believe AI will affect marketing, with 84 percent of those expecting AI to help enable improved workflows<sup>11<\/sup><\/li>\n<li>Chatbots are becoming integral to customer engagement: the bots don\u2019t need sleep, so round-the-clock customer service for an online store becomes possible<sup>12<\/sup><\/li>\n<li>Sixty one percent of marketers say AI is central to executing their data strategies at scale<sup>13<\/sup><\/li>\n<\/ul>\n\n\n\n<h2>Top-performing companies using AI in marketing<\/h2>\n<p>As AI expands its influence in business, take a look at how some companies are already working towards full integration of AI technology:<sup>14<\/sup><\/p>\n<ul>\n<li><strong>The Trade Desk<\/strong> helps digital advertisers with targeted ad campaigns, using AI to optimize ads for clients\u2019 ideal audiences.<\/li>\n<li><strong>Blue River Technology<\/strong> combines AI and computer vision to create \u2018smart farm\u2019 technology. The software can distinguish between plants and weeds, applying herbicide to the weeds alone. This has resulted in a 90 percent reduction in the number of chemicals sprayed on viable plants.<\/li>\n<li><strong>Siemens<\/strong> is using AI in the fields of energy, electrification, digitization, and automation. The company is a primary provider of devices and systems used for medical diagnosis, power generation, and transmission.<\/li>\n<\/ul>\n<p>AI may offer a wealth of benefits to your organization\u2019s marketing efforts, but only when viewed through a strategic business lens. Paired with good strategy, the latest AI tools allow for powerful, measurable results.<\/p>\n<p>The latest technology shows that there\u2019s significant untapped potential in reimagining the way we advertise, market, and sell products and services. Are you interested in understanding more about AI\u2019s capabilities in relation to your marketing and advertising strategy? Then register for the <a href=\"https:\/\/www.getsmarter.com\/products\/northwestern-university-ai-driven-digital-marketing-online-short-course\" target=\"_blank\" rel=\"noopener\">AI-Driven Digital Marketing<\/a> online short course from Medill at Northwestern University today.<\/p>\n<p><strong>Yield higher conversion rates and grow customer engagement with an AI-driven digital marketing course.<\/strong><\/p>\n\n\n\n<div class=\"related-programme-block\">\n<div class=\"related-programme\" onclick=\"window.open('https:\/\/www.getsmarter.com\/products\/northwestern-university-ai-driven-digital-marketing-online-short-course', '_blank')\">\n    <div class=\"row\">\n        <div class=\"col-12 col-md-11\">\n            <div class=\"related-programme__school-logo-container\">\n            <a href=\"\" target=\"_blank\" class=\"related-programme__school-logo-link\">\n                <img decoding=\"async\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2022\/04\/Medill-Horizontal-Short-Color-Large-e1602762883626-1.png\" alt=\"School Logo\" class=\"related-programme__school-logo\">\n            <\/a>\n            <\/div>\n            <div class=\"related-programme__copy\">\n            <a href=\"\" target=\"_blank\" class=\"related-programme__school-name\">\n                Medill School of Journalism, Media, Integrated Marketing Communications            <\/a><br>\n            <a href=\"https:\/\/www.getsmarter.com\/products\/northwestern-university-ai-driven-digital-marketing-online-short-course\" target=\"_blank\" class=\"related-programme__programme-name\">\n                Northwestern AI-Driven Digital Marketing            <\/a>\n            <\/div>\n        <\/div>\n        <div class=\"col-md-1 related-programme__chevron-column\">\n            <div class=\"related-programme__icon-container\">\n                <img decoding=\"async\" class=\"add-btn\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/themes\/blog\/assets\/icn_arrow-circle_right.svg\" alt=\"Read More Icon\">\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div id=\"accordion\">\n<div class=\"card\">\n<div id=\"headingOne\" class=\"card-header\">\n<h6 class=\"mb-0\"><button class=\"btn\" style=\"background-color: transparent;\" data-toggle=\"collapse\" data-target=\"#sources\" aria-expanded=\"true\" aria-controls=\"sources\"> <strong>Click here to view sources<\/strong> <\/button><\/h6>\n<\/div>\n<div id=\"sources\" class=\"collapse\" aria-labelledby=\"headingOne\" data-parent=\"#accordion\">\n<div class=\"card-body\">\n<ul class=\"mx-0\" style=\"list-style: none;\">\n\n<li class=\"mb-4\"><sup>1<\/sup> Shirer, M. (Aug, 2021). \u2018IDC forecasts companies to spend almost $342 billion on AI solutions in 2021\u2019. Retrieved from <a href=\"https:\/\/www.idc.com\/getdoc.jsp?containerId=prUS48127321\" target=\"_blank\" rel=\"noopener\"> IDC<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>2<\/sup> (2022). \u2018Digital 2022 Global Overview Report\u2019. Retrieved from <a href=\"https:\/\/hootsuite.widen.net\/s\/nx7kvjjjr6\/?utm_campaign=all-tier_1_campaigns-digital_trends_2022-glo-none----Digital2022_Report_VarB---q1_2022&amp;utm_source=promotional&amp;utm_medium=email&amp;utm_content=&amp;mkt_tok=NDA3LU9ZWi00ODIAAAGCNbHeAPDNd4Vm9h5HG93EQho3TdWPx-3-o4VrwNZpJg8Nlsiuz-rSWN3Cbq4TqQjR25fHIsyZfqrT9y3wO2uATgS5woHnR4qYNjx8OVFzOn0zfFqL\" target=\"_blank\" rel=\"noopener\"> Hootsuite<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>3<\/sup>  (Mar, 2021). \u2018How AI is changing advertising\u2019. Retrieved from <a href=\"https:\/\/www.ibm.com\/watson-advertising\/thought-leadership\/how-ai-is-changing-advertising#:~:text=AI%20in%20advertising%20refers%20to,smarter%20decisions%20in%20the%20future\" target=\"_blank\" rel=\"noopener\"> IBM Watson Advertising<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>4<\/sup> (Nd). \u2018AI at scale\u2019. Retrieved from <a href=\"https:\/\/www.microsoft.com\/en-us\/research\/project\/ai-at-scale\/\" target=\"_blank\" rel=\"noopener\"> Microsoft<\/a>. Accessed February 16, 2022. <\/li>\n\n<li class=\"mb-4\"><sup>5<\/sup> Clark, S. (Nov, 2021). \u20186 Ways AI-based personalization is improving the customer experience\u2019. Retrieved from <a href=\"https:\/\/www.cmswire.com\/customer-experience\/6-ways-ai-based-personalization-is-improving-the-customer-experience\/\" target=\"_blank\" rel=\"noopener\"> CMS Wire<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>6<\/sup> Dilmegani, C. (Oct, 2021). \u2018141 Myth-busting statistics on artificial intelligence (AI)\u2019. Retrieved from <a href=\"https:\/\/research.aimultiple.com\/ai-stats\/#marketing\" target=\"_blank\" rel=\"noopener\"> AI Multiple<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>7<\/sup> (Jan, 2020). \u2018NewVantage partners releases 2020 big data and AI executive survey\u2019. Retrieved from <a href=\"https:\/\/www.businesswire.com\/news\/home\/20200106005280\/en\/NewVantage-Partners-Releases-2020-Big-Data-and-AI-Executive-Survey\" target=\"_blank\" rel=\"noopener\"> Business Wire<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>8<\/sup> Moyse, I. (Jun, 2021). \u2018Human trust: Machine over man\u2019. Retrieved from <a href=\"https:\/\/www.linkedin.com\/pulse\/human-trust-machine-over-man-ian-moyse-\/?trk=public_post\" target=\"_blank\" rel=\"noopener\"> LinkedIn<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>9<\/sup> Batley, M. M. (Nd). \u2018AI adoption accelerated during the pandemic but many say it\u2019s moving too fast\u2019. Retrieved from <a href=\"https:\/\/info.kpmg.us\/news-perspectives\/technology-innovation\/thriving-in-an-ai-world\/ai-adoption-accelerated-during-pandemic.html\" target=\"_blank\" rel=\"noopener\"> KPMG<\/a>. Accessed February 24, 2022. <\/li>\n\n<li class=\"mb-4\"><sup>10<\/sup> Gullan, D. (Jan, 2022). \u2018Five digital marketing trends you need to know in 2022\u2019. Retrieved from <a href=\"https:\/\/www.mediaupdate.co.za\/marketing\/151385\/five-digital-marketing-trends-you-need-to-know-in-2022\" target=\"_blank\" rel=\"noopener\"> Media Update<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>11<\/sup> Pearson, D. (Aug, 2021). \u2018The impact of artificial intelligence on marketing\u2019. Retrieved from <a href=\"https:\/\/imm.ac.za\/the-impact-of-artificial-intelligence-on-marketing\/\" target=\"_blank\" rel=\"noopener\"> IMM Graduate School<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>12<\/sup> (Dec, 2021). \u2018Benefits of using AI in digital marketing\u2019. Retrieved from <a href=\"https:\/\/www.verizon.com\/business\/small-business-essentials\/resources\/benefits-of-using-ai-in-digital-marketing\/\" target=\"_blank\" rel=\"noopener\"> Verizon<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>13<\/sup> White, C. (Nov, 2021). \u2018How AI is changing the future of digital marketing (2022)\u2019. Retrieved from <a href=\"https:\/\/www.bramework.com\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\"> Bramework<\/a>. <\/li>\n\n<li class=\"mb-4\"><sup>14<\/sup> Maguire, J. (Apr, 2021). \u2018Top performing artificial intelligence companies of 2022\u2019. Retrieved from <a href=\"https:\/\/www.datamation.com\/featured\/ai-companies\/\" target=\"_blank\" rel=\"noopener\"> Datamation<\/a>. <\/li>\n\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The hype around artificial intelligence (AI) rises every year, but how far does its impact really go? When it comes to AI and marketing, it still remains to be seen whether the technology will prove to be a help or a hindrance. But there\u2019s evidence that it\u2019s already becoming a powerful tool in the marketer\u2019s [&hellip;]<\/p>\n","protected":false},"author":74,"featured_media":40717,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[117],"tags":[125,120],"article-format":[],"class_list":["post-37468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-trends","tag-marketing","tag-systems-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Impact of Artificial Intelligence (AI) on Marketing | GetSmarter Blog<\/title>\n<meta name=\"description\" content=\"Discover how artificial intelligence (AI) provides the opportunity to change the future and transform the dynamics of the advertising and marketing industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.getsmarter.com\/blog\/how-ai-is-affecting-advertising-and-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How AI Is Affecting Advertising and Marketing\" \/>\n<meta property=\"og:description\" content=\"Discover how artificial intelligence (AI) provides the opportunity to change the future and transform the dynamics of the advertising and marketing industry.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.getsmarter.com\/blog\/how-ai-is-affecting-advertising-and-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"GetSmarter Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-22T09:28:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-19T12:11:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Blog131_Getsmarter_How-AI-Is-Affecting-Advertising-and-Marketing_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shameel Mohanlal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"GetSmarter Staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.getsmarter.com\\\/blog\\\/how-ai-is-affecting-advertising-and-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.getsmarter.com\\\/blog\\\/how-ai-is-affecting-advertising-and-marketing\\\/\"},\"author\":{\"name\":\"Shameel Mohanlal\",\"@id\":\"https:\\\/\\\/www.getsmarter.com\\\/blog\\\/#\\\/schema\\\/person\\\/527df7e5676f2bfa7c943e1653764bff\"},\"headline\":\"How AI Is Affecting Advertising and Marketing\",\"datePublished\":\"2022-04-22T09:28:06+00:00\",\"dateModified\":\"2025-09-19T12:11:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.getsmarter.com\\\/blog\\\/how-ai-is-affecting-advertising-and-marketing\\\/\"},\"wordCount\":1057,\"image\":{\"@id\":\"https:\\\/\\\/www.getsmarter.com\\\/blog\\\/how-ai-is-affecting-advertising-and-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.getsmarter.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/Blog131_Getsmarter_How-AI-Is-Affecting-Advertising-and-Marketing_blog.jpg\",\"keywords\":[\"Marketing\",\"Systems &amp; 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