The role of AI in the current marketing landscape

Artificial Intelligence (AI) is becoming more and more ingrained in the digital marketing landscape. C-suite conversations are focusing less on ‘if’ and ‘when’ and more on ‘how big?’ and ‘how fast?’. As more evidence suggests that AI implementation and business growth are directly related, digital marketing is reaching new a level of maturity. So what does this mean for marketing leaders? And how will AI continue to support marcomms professionals in 2023 and beyond? 

AI and revenue growth

A 2023 report from Statista showed that 80% of industry experts integrate some form of AI technology into their online marketing activities.*1 This is unsurprising when benefits include task automation, campaign personalisation and data analysis, to name a few. When it comes to revenue, AI’s value lies in it’s ability to identify growth opportunities and qualify leads at pace. Marketers are leveraging consumer data and using software such as chatbots and email workflows to quickly move leads through the pipeline. AI offers a chance to demonstrate ROI like never before and it will continue to supercharge growth in future. This level of automation is not about replacing valuable work, rather it is about deploying AI to complement our output. By leveraging software like Jasper.ai and ChatGPT marketing teams are set to be powerhouses of growth. 

AI and marketing efficiency

With the launch of generative AI tools it is not hard to see how the development of AI will continue to fuel marketing efficiency. ChatGPT provides the perfect example. The (free) content generating AI-bot has the ability to write long-form content, produce media statements, refine copy and build internal messages. Launched in November 2022, ChatGPT gained one million users within it’s first week. This grew to 100 million global users by the end of January 2023 gaining contraversial headlines along the way. ChatGPT’s bold entrance has divided communicators and sparked debate. Whilst some welcome the evolution of this technology, others feel it poses an existential threat to the industry. Whichever side of the fence you sit on, with the continued development of AI tools, marketers face an evolving landscape.

AI and marketing accuracy 

AI related technologies power datasets in a way that marketers have never experienced before. Generative AI products are in a constant state of refinement and learning. Software developers continue to hone AI technologies whilst markerters become more savvy in it’s application. In March 2023 a new integration between ChatGPT and GoogleSheets was released. The latest integration allows users to populate a spreadsheet with hundreds of relevant, powerful and engaging content ideas, in seconds, based on their dataset. This integration offers marketers and exceptional level of insight and accuracy into campaign effectiveness. Understanding and leveraging these datasets requires training and AI developments have brought a demand for jobs such as ‘AI prompter’ and ‘Prompt Engineer’. For those keeping up with the pace of change a level of marketing insight and a new breed of marketer are here. 

The role of AI in the future of marketing

The global artificial intelligence (AI) software market is forecast to grow rapidly in the foreseeable future. Some are expecting the market revenue worldwide is expected to reach $126 billion by 2025*1. With software developement in natural language processing, robotic process automation, and machine learning, marketers are set greatly benefit. By keeping up with pace of change, AI gives marketers a chance to be bigger, better, faster and ultimately more successful. We are experiencing a new level of digital marketing maturity and marketing leaders must be ready to take advantage. 

[*1 Statista AI in marketing revenue worldwide 2020-2028 https://www.statista.com/study/57404/artificial-intelligence-use-in-marketing/]