GUEST COLUMN: How Artificial Intelligence is transforming the world of digital marketing

AI has vast potential of collecting, analysing, and applying data to cater to user’s preferences.

Mumbai: From Siri to Tesla Car, and Google AI to Alexa, Artificial Intelligence is now impacting every aspect of our lives. It is designed and programmed in a way to mimic and think like a human being. With data as the new oil in the marketing world, intelligence will be needed to derive meaningful insights to improve the marketing mix.

With the vast potential of collecting, analysing, applying, and learning data, artificial intelligence is transforming the digital strategies of various sectors. With its advancement, it is also impacting and dominating the world of digital marketing.

We all know digital marketing uses online platforms to advertise products and services of the brand. A study conducted by Salesforce revealed that almost 51 per cent of marketers are already using AI, as of 2018. But, after the pandemic, customers, as well as businesses, took the digital way resulting in an unprecedented surge in the way people experience the digital ecosystem, where our lives had literally moved online.

Here are some insights on how AI is playing a pivotal role in the field of digital marketing:

Customer Insights Integration

Customer insight integration basically refers to the analysis of customer behaviour. Insights in this perspective refer to the metrics that show, how well a certain content is performing. For example: On LinkedIn, when one uploads an image/video, AI immediately scans the image for nudity/sensitive content and rejects or removes it from the timeline. Alternatively, if your status has more comments on a particular post, the algorithm amplifies it to the second and third network of users. On another popular digital platform, Spotify, the app recommends playlists based on the user's choices. A similar algorithm is deployed by Amazon when you see recommended products based on your past purchase. Most popular digital platforms, through AI, are able to paint a virtual personality of the user, based on past behaviour and actions online.

Real-Time Tracking

Artificial intelligence also allows real-time tracking and lets the marketers know how a certain post is performing in an instant. For marketers, this means faster A/B testing of content, better analysis, and swift deployment of better strategies to produce more content of what’s working.

Enhances Customer Experience

Artificial Intelligence uses the theory of machine learning to study its user. They observe the pattern of the user's choices by monitoring what s/he likes or dislikes. After observing the patterns, they show content to users according to their preferences and likes. This makes marketing virtually personalised and the user engages more with the content as per his/her preference, stimulating dopamine. And it's not rocket science to note that a happy user is most likely to buy a product or service.


Chatbots are designed in such a way that it can stimulate human conversation with the help of pre-defined texts and sentences. With the introduction of AI in digital marketing, it has enhanced the customer experience by providing them 24x7 customer care services. A study conducted on American Businesses and Customers who have used chatbots revealed that 64 per cent of Americans agreed on the availability of chatbots 24x7, on any day as its best feature 24x7. An erstwhile long content that had a dedicated FAQ page has now turned into an interactive session where the bot addresses your most common concerns and directs you to a human when needed.

Email marketing

AI can also help email marketers reach the right customers at the right time, ensuring that messaging is relevant, engaging, and more likely to convert. It can also allow you to better analyse what types of messaging, subject lines, design, and images get the best results. With Artificial Intelligence, it has become a lot easier to send the customer personalised emails. 

With data-driven marketing strategies ruling the roost, Artificial Intelligence is the hero that ‘makes sense of the data, analyses the data, creating a virtual persona of the intended audiences, and predicts ‘better’ strategies to target them. And this is probably just the start of how AI will transform the face of marketing as we know it.

(Nikhil Sharda is EVP - creative & digital communications at Scroll Mantra. The views expressed in the column are personal and may not subscribe to them.)

Latest Reads
L&K Saatchi & Saatchi wins integrated creative mandate of Embassy

Mumbai: Real estate company Embassy Group has roped in L&K Saatchi & Saatchi as its creative partner. The agency would begin its partnership with the real estate group by managing the integrated creative mandate for its premium residential portfolio Embassy Springs.

MAM Media and Advertising Account
ICICI Lombard names Sheena Kapoor as marketing, corporate communications & CSR head

Mumbai: Private general insurance company ICICI Lombard has named Sheena Kapoor as its new head - marketing, corporate communications and CSR.   In this role, Kapoor will focus on developing and strengthening corporate advertising and branding, customer-oriented awareness strategies, across all...

MAM Media and Advertising People
CredAvenue onboards Abhishek Mehrotra as its CHRO

Mumbai: Homegrown debt markets platform CredAvenue has announced the onboarding of Abhishek Mehrotra as chief human resource officer (CHRO). In this role, Mehrotra will be responsible for leading the company’s human resource function, thereby bolstering CredAvenue’s people culture while cultivating...

MAM Media and Advertising People
Kiran Anthony, Mahesh Gharat step down as Ogilvy South CCOs

Mumbai: Ogilvy India (South) has announced changes in its creative leadership with chief creative officers (CCOs) Kiran Anthony and Mahesh Gharat having put in their papers and deciding to move on from the agency. Gharat will be moving into a full-time direction and Anthony will continue to lead Vi...

MAM Media and Advertising People
Amin Lakhani elevated as Mindshare CEO, Parthasarathy Mandayam is GroupM CSO

Mumbai: GroupM, the media investment group of WPP on Tuesday announced the appointment of Parthasarathy Mandayam (Maps) as GroupM South Asia's chief strategy officer (CSO) and Amin Lakhani, who is elevated to the role of Mindshare South Asia's chief executive officer (CEO), which was earlier led by...

MAM Media and Advertising People
Kumar Varun rants about WFH in Man Matters' #LetsTalkMan campaign

Mumbai: Work from home (WFH) was perhaps the most common outcome worldwide for offices amid a coronavirus-ridden world. We went from being paranoid about Covid-19 and its impact on health to normalising it. Now, with the world battling another wave of the pandemic, Man Matters - a digital health...

MAM Media and Advertising Ad Campaigns
AdEx zoomed 37% in 2021 despite Covid second wave: Pitch Madison Report 2022

Mumbai: The total advertising expenditure (AdEx) in 2021 grew at an unprecedented 37 per cent to Rs 74,231 crore, despite the treacherous second Covid-19 wave, which crippled the economy and AdEx for almost three months of May, June and July for the second year running. This is according to the...

MAM Marketing MAM
Fido Dido comes up with 'fresh solutions' to everyday problems in 7UP's new TVC

Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through...

MAM Media and Advertising Ad Campaigns
Timex celebrates its rich heritage with ‘Given for Generations’ campaign

Mumbai: Watchmakers Timex Group celebrates its rich heritage with the launch of a new campaign called ‘Given for Generations.’  Timex believes that every watch has a soul and it comes from a relentless pursuit of craftsmanship, quality and design. The brand has also democratised timekeeping by...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required