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
Isobar's Shamsuddin Jasani joins Wunderman Thompson South Asia as CEO

Wunderman Thompson has appointed Shamsuddin Jasani as chief executive officer for South Asia, effective 1 November.

MAM Marketing MAM
Web Werks appoints Durgesh Pandey as chief finance officer

Mumbai: Data center provider Web Werks has announced the appointment of Durgesh Pandey as chief finance officer (CFO). In his new role, Pandey will be responsible for the management of all financial processes in India for all the legal entities, partnering in the formulation of the overall...

MAM Media and Advertising People
realme ropes in KL Rahul as brand ambassador

Mumbai: Smartphone brand realme has roped in Indian cricketer KL Rahul as brand ambassador to endorse its smartphone category.  Rahul will work with realme to help grow the smartphones category under the broad umbrella of product offerings, said the brand in a statement on Thursday.

MAM Marketing Brands
Lintas Live wins social media & PR mandate for Bayer India’s Saridon & Supradyn

Mumbai: Digital-first creative PR agency Lintas Live has bagged PR and social media mandate for Bayer India’s consumer brands Saridon and Supradyn, after a multi-agency pitch. This comes on the back of Lowe Lintas’ win for the creative mandate of these brands earlier this year.

MAM Media and Advertising Account
Wunderman Thompson South Asia elevates Tarun Rai to ED, strategic initiatives, APAC

Mumbai: After an illustrious 25 years in advertising in India, Wunderman Thompson South Asia chairman and group CEO Tarun Rai will move into a new role as executive director (ED) - strategic initiatives, APAC, effective 1 January 2022. Rai will report directly to Wunderman Thompson international...

MAM Media and Advertising People
Navnit Nakra to spearhead OnePlus India operations

Mumbai: Global technology brand OnePlus has elevated its vice president, chief strategy officer, and head of sales in India, Navnit Nakra, to the role of OnePlus India CEO and head of the brand for India region. As part of this new senior leadership role, Nakra will spearhead the company’s business...

MAM Media and Advertising People
Good Glamm Group acquires ScoopWhoop, signals foray into men's grooming space

Mumbai: GoodGlamm Group, the parent company of direct-to-consumer (D2C) beauty and personal care brand MyGlamm, has acquired the new-age digital media platform ScoopWhoop Media. This is the second acquisition by the company in less than a month and the fourth big buyout for the group after The Moms...

MAM Marketing MAM
Zomato CEO Deepinder Goyal joins Unacademy's board of directors

Mumbai: Homegrown learning platform Unacademy on Thursday announced the appointment of Zomato founder and CEO Deepinder Goyal on the company’s board of directors. “Deepinder has been an advisor for several years and it was only a matter of time before that association transformed into a formal...

MAM Media and Advertising People
WayCool Foods appoints dentsuMB as lead communications partner

Mumbai: dentsuMB, the integrated creative agency from dentsu India, has won the mandate for the branded portfolio of the homegrown agri-commerce company, WayCool Foods. The account will be serviced from the agency’s Chennai office.

MAM Media and Advertising Account

Sign up for our Newsletter

subscribe for latest stories

* indicates required