Artificial intelligence (AI) has quickly become a not-so-secret weapon for marketers. Over half of these professionals already use this technology extensively (17%) or for select tasks (39%). And just 13% say they have no plans to ever use AI.
You may have already dabbled with using ChatGPT to draft Instagram captions or created silly images of your dog with Midjourney. But that’s just the tip of the iceberg. This guide shares practical applications for AI in marketing so you can take full advantage of this fascinating technology.
And no, AI isn’t just for corporations with huge bank accounts. It’s totally accessible for small businesses, even with tight budgets! Here’s how.
What is AI in marketing?
AI marketing uses complex computer programs to automatically make decisions and complete marketing tasks for you. An AI program does these things based on data analysis and machine learning.
While artificial intelligence only became mainstream in the last few years, it has a much longer history in marketing. In the early 2000s, for instance, some marketers used this technology to mine and analyze customer data.
Companies also relied on AI in marketing automation. Instead of manually sending emails to thousands of customers (a logistical nightmare), they could use AI to deliver them at the perfect time.
But that was just the beginning. Today, there are dozens of practical applications for AI in digital marketing — and, undoubtedly, more to come.
How is AI being used in marketing today?
The evidence is clear: AI is the digital marketing trend of the decade. Here are just a few ways small and medium businesses can use this technology.
Customer data analysis
There are countless ways to gather information about your clients, from asking them to complete a survey to tracking web traffic. But sifting through all this data manually could take weeks — or even longer.
Enter AI-powered machine learning algorithms. They can quickly analyze customer data and find trends you might not notice otherwise.
Content creation and optimization
At this point, you’ve likely experimented with using generative AI software to whip up emails or to-do lists. But these tools can help you create so much more, including:
- Blog posts
- Email newsletters
- Infographics
- Podcast transcripts
- Videos
Plus, it can help you optimize human-created content. For example, tools like SEO.AI can audit your site and automatically add keywords, meta descriptions, and more.
Personalization
Over half (61%) of customers say they’re willing to spend more for personalized shopping experiences. AI tools allow you to customize content at scale so you can meet this demand.
Constant Contact, for instance, lets you personalize emails with each client’s name and recommended products. You can even use dynamic content blocks that change based on the viewer’s behavior. For example, customers who have purchased hiking gear from your website could see images of forests and happy campers. Meanwhile, anyone who’s bought a ski jacket will get an email filled with snowy landscapes.
Customer service
AI chatbots have become a familiar sight on many business websites. They answer routine customer questions like “How long will it take to ship my order?” and “Where is my pizza?” They can also route more complex inquiries to your customer support or sales team.
Predictive analytics
Marketing would be a lot easier if you could see the future. Until someone invents a time travel machine, AI-powered predictive models are as good as it gets. These tools analyze historic data and make educated guesses about future trends. For example, you could look at transactions from the last five years to predict the best time to market bathing suits and when to put them on final sale.
Marketing automation
Keeping up with all the marketing tasks on your to-do list can get exhausting, especially as a small business owner. Sending emails, posting on every social media platform, collecting data — before you know it, your entire day is gone!
AI tools can automate many of these workflows. That way, you can focus on building relationships with customers and brainstorming brilliant marketing campaigns.
Real-world AI marketing examples
Big enterprises like Coca-Cola have drawn headlines for their AI marketing campaigns. But plenty of smaller businesses are using this technology, too.
Take Sodapup, for instance. The Colorado-based company produces rubber dog toys for people who want to enrich their pets’ lives. The business uses AI in marketing to generate product descriptions and images. These applications can boost productivity without straining Sodapup’s budget.
Bison Coolers is another AI success story. The cooler company uses Google Gemini to assist with many of its promotional activities.
Founder Jeremy Denson explains their hybrid approach: “We… use Gemini in Google Docs to help with crafting marketing emails, press releases, product descriptions, and social media posts. It gets us 80% there, and then we add our unique cultural spin on it that resonates with our customers.”
Getting started with AI in marketing
Ready to take the plunge and add artificial intelligence to your marketing strategy? Don’t start churning out ChatGPT blogs just yet! These best practices will help you get the most out of this technology.
Step-by-step approach for beginners
You don’t need to sign up for an AI bootcamp or hire a computer specialist to start using these tools. Just follow these simple steps:
- Take a close look at your existing marketing workflows. What are the most time-consuming or routine activities?
- Start small by choosing one or (at most) two tasks to manage with AI. That might be writing social media captions or automating follow-up emails.
- Research AI tools and pick one that fits your budget and needs.
- Watch tutorials, learn from marketing experts, and experiment with the software until you’ve gotten the hang of it.
- Test your AI tool for one of your marketing campaigns. Note what works and what you need to tweak.
- Regularly review how your AI tools are performing and make adjustments as necessary.
Budget-friendly AI tools and platforms
Unless you’re running a major enterprise, you probably don’t need expensive AI software. Here are a few affordable options:
- Constant Contact offers an AI content generator and advanced email automation features. With a few clicks, you can build cross-channel marketing campaigns that look and sound great.
- Chatfuel lets you develop custom AI chatbots to engage and upsell customers.
- Zapier is excellent for automating workflows, such as gathering data about leads and even coaching your sales team about their techniques.
Integration with existing marketing strategies
There’s no need to develop a brand-new AI campaign — this technology likely fits into your existing strategy!
Do you post product spotlights or how-to videos on Instagram? AI can help you integrate your social media with email marketing by converting posts into newsletters. Or, you could experiment with using AI to generate short-form videos or press releases.
Common pitfalls to avoid
Like any new tool, AI comes with a learning curve, even for experienced marketers and business owners. Here are a few missteps to look out for whenever you use AI in digital marketing:
- Not humanizing AI content: While artificial intelligence can generate quality content (especially with savvy prompting), it doesn’t have real experiences or emotions to draw on. Always revise AI content to inject the human charm that customers crave.
- Accepting content at face value: AI tools can generate misinformation or visuals with strange anomalies, such as cats with extra limbs, buildings that don’t follow the rules of physics, and reading lists with books that don’t exist. Look over all the content you generate with a critical eye before you share it to ensure everything is correct.
Time commitment expectations
In the long run, using AI in marketing should save you time, not create heaps of extra work. But give yourself grace in the beginning as you learn how to use new tools (“What does this button do again?”). It may take several weeks or months before you start to see results.
AI for email marketing success
Whether on the backend or the front end, AI is used in nearly all aspects of marketing. Here are a few ways you can actively use this technology in your digital marketing strategy:
- Get optimized subject lines and preheader recommendations for your marketing emails.
- Use dynamic content blocks to personalize your marketing.
- Send emails at the perfect time for each customer, such as early weekdays for professionals.
- Segment your list and automatically remove inactive subscribers.
- Use AI-powered A/B testing to see which subject lines and calls-to-action get the most clicks.
Measuring your AI marketing ROI
You may not see an immediate payoff from your AI efforts, but that doesn’t mean it’s not working! Track your progress with key metrics, such as:
- Brand mentions
- Email open rate
- Employee productivity
- Revenue
- Social media engagement
Like any new marketing endeavor, using AI can take a few months to produce results. This data will help you celebrate small victories — like rising productivity — and figure out where you can improve your efforts.
Ethical considerations and best practices
Over half (54%) of business leaders believe that cognitive technologies like AI pose a serious ethical risk, according to a 2024 Deloitte survey. But it’s possible to responsibly use AI in marketing with these best practices:
- Always comply with relevant data privacy laws, including the General Data Protection Regulation and the California Consumer Privacy Act.
- Don’t be coy about how you’re using AI — transparency is key. For example, you might disclose that you use client data to train your model and allow them to opt out.
- Add a human touch to every workflow instead of relying purely on AI automation. Robots are your friends, not your replacement.
Use AI to market your small business or nonprofit
Using AI in marketing comes down to knowing which type of AI to implement into your marketing strategy and when.
Big businesses might have the big bucks to implement predictive analytics into their websites, but organizations of any size can take advantage of all AI has to offer. Small business owners can focus on using email automation and workflow tools to strengthen their current marketing efforts through content creation and data analysis.
Ready to get started? Download our AI Best Practices checklist to set yourself up for success and jumpstart your AI marketing journey!
