Marketing has been challenged by Artificial Intelligence (AI) transforming the way businesses do marketing in the digital age. Now, instead of being careful strategists using intuition and mechanisms like spreadsheets to create a marketing plan, marketers are relying on automated tools to help them develop strategy based on artificial intelligence (AI). Two key functions of AI in marketing for brands include the ability to establish the preferences of their customers and drive greater customer conversion through the delivery of personalized experiences. Using AI, businesses are able to predict when and how to engage with their consumers by predicting their needs and delivering personalized information.

The ability to leverage the power of AI to quickly process large amounts of data from digital interactions is one of the most important contributions of AI to marketing. Every time a person searches for a product online or interacts with a business via social media or purchases, he/she is leaving behind valuable digital traces. With the use of AI tools, businesses can gather and analyze this data to see patterns and identify insights that can help them develop and execute their marketing plans. This will allow marketers to learn more about their customers, anticipate future trends in buying behaviors and to make better marketing decisions.

With machine learning technology, businesses are able to use their existing customer data and create customized content, advertising and recommendation systems based on their existing customers. For example, businesses such as Amazon and Netflix use artificial intelligence to provide customers with products/recommendations based on their customer interactions. This type of personalized experience gives customers the feeling that the business is engaged with them and it will help increase conversion rates and customer loyalty. Another strong application of AI within marketing is through the automation of tasks including e-mail marketing, advertisement targeting, and social media advertising.