As artificial intelligence is becoming a common tool used in business, one of the industries seeing its use the most is the marketing industry.

Because technology is evolving so rapidly, every time you turn around, new digital marketing AI trends seem to be developing. 

To ensure you don’t fall behind, we’re sharing some of the most important digital marketing AI trends you need to know in 2024, so that the AI revolution doesn’t leave your business behind. 

AI is truly transforming how businesses connect with customers and drive results.

Therefore, it’s important to stay on top of how customers interact with the technology and how you can use these tools to keep on top of trends.

Top AI Digital Marketing Trends

AI is flipping businesses on their heads in both exciting and frightening ways.

Using AI is no longer just about automation or data analytics (although those are still important functions).

Instead, machine learning and generative AI now have more power than ever before to create truly personalised experiences. 

It can achieve this by using advanced and evolving algorithms to predict customer behaviour more accurately and develop new content with a greater chance of resonating with your target audience. 

The days of one-size-fits-all marketing are now well and truly behind us, thanks to the ability of AI to personalise content in a way that was previously not possible.

Through AI, businesses are now able to deliver hyper-personalised experiences to their customers by analysing their data and predicting the kinds of products and services they’re most likely to be interested in. This can help them deliver more targeted recommendations.

Let’s review some of the key digital marketing AI trends shaping the business world this year and beyond so that you can align your website design and marketing approach accordingly.

Predictive Analytics

AI-powered predictive analytics are helping businesses make data-driven decisions faster than ever.

AI can easily and quickly analyse historical data and pick up various patterns to predict the future and ensure that businesses stay ahead of the curve. 

Further, this technology can help businesses proactively develop products in anticipation of expected customer demand rather than merely reacting to existing market conditions. 

This ability is just as important for marketers as it can be used to optimise marketing campaigns and find new opportunities for growth.

By being proactive, marketers can use AI analytics to know what customers are looking for and steer them towards their products or services.

High-Quality Content Creation

High-quality content creation is a crucial aspect of any successful marketing strategy. However, the sheer volume of content produced daily makes it difficult to stand out.

What’s more, creating endless content to remain relevant can be time-consuming and exhausting if you’re doing it yourself or expensive if you’re paying someone else to do it.

The increasingly advanced capabilities of generative AI can assist in swiftly creating endless amounts of high-quality content.

In addition, it can confidently pierce through the noise by helping businesses create and curate content that resonates best with their target audience. 

This capability can range from generating blog post ideas to optimising content for search engines.

AI has made it super easy to create high quality content that appears human-created without wasting resources that could be better utilised elsewhere.

Can you determine, for instance, whether a machine or a human wrote this? It’s not that easy to tell, is it?

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Using Chatbots and Conversational AI

Website chatbots and conversational AI have been on the rise for some time now, but they have become increasingly popular and useful since the rise of generative AI.

These tools can help businesses provide 24/7 customer support and answer frequently asked questions.

While this capability is not necessarily new, the ability for chatbots to become more conversational and provide more personalised feedback and product recommendations makes them essential tools to meet today’s demands.

In years past, chatbots were not much more than a way for customers to search through a FAQ list to get standardised answers.

However, these chatbots were unable to process more nuanced, unique or specific requests, leaving many customers feeling a bit underwhelmed and unimpressed.

Now, customers are able to have near-human-sounding conversations with chatbots, thereby ensuring they have a much better experience.

They can ask highly specific questions and get much more nuanced responses.

Sentiment Analysis

Sentiment analysis is a term you may not have heard of before. However, it is a powerful AI capability that can help businesses understand how customers feel about their brand.

As businesses learn to leverage its power, they are using it to greater effect.

AI can be used to analyse social media posts, reviews and other online conversations to find patterns and trends in customer sentiment.

This allows marketers to get a much clearer idea of how customers really feel about their brands.

In the past, humans would be responsible for handling this, however, results were inconsistent as it was based on incomplete and subjective data.

This was due to human beings’ limitations in their ability to collate all available data and assess it accurately. 

Using AI, businesses can more successfully make accurate, data-driven decisions about their marketing strategies.

Thus, it can improve customer satisfaction by providing a more thorough analysis of sentiment towards their brand.

The Power of AI-Driven Personalisation

As mentioned earlier, AI plays a key role in helping online marketers personalise their digital marketing efforts, creating a more personal relationship between the brand and its customers. 

With AI, personalisation isn’t just limited to one channel.

Rather, omnichannel personalisation has now become possible, allowing businesses to deliver consistent and uniquely personal experiences across a variety of touchpoints, ranging from email to social media and even in-store interactions.

Here are some of the facets of AI-powered personalisation that make it one of the most important digital marketing AI trends to keep in mind as you develop your digital marketing strategies.

Real-Time Personalisation

Personalisation used to be something that marketers could maybe work towards over time, only after getting to know their customers better. 

However, AI-driven personalisation can occur in real-time thanks to AI’s extreme computational speed.

In milliseconds, it can process reams of data to adjust its approach so that it can provide in-the-moment experiences that are unique to each customer. 

AI can achieve this by quickly analysing customer behaviour and context and serving up tailored recommendations and offers at the calculated ideal time to elicit a better website conversion rate

This kind of personalisation can be a game-changer for businesses looking to increase online engagement and drive sales.

The AI can act as a highly intuitive and insightful digital salesperson, convincing customers to take the next step at just the right moment.

AI-Powered Customer Segmentation

If you’re looking to personalise your marketing strategy, you need to know your audience inside and out – this can be difficult for us humans, but for AI its a task that takes a matter of seconds.

Customer segmentation is crucial for effective marketing. AI can help your business achieve it with uncanny speed and in much greater detail than can be achieved through manual means. 

With AI, you can group customers based on various shared characteristics, such as geographical location, age, tastes in entertainment, consumer behaviours and a variety of other preferences.

Through the creation of accurately targeted segments, businesses are able to deliver more relevant and personalised experiences that resonate more strongly with each segment and group. 

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The Future of Voice Search Optimisation

One of the digital marketing AI trends that we expect to become more crucial and beyond is the use of voice search.

This technology is no longer a novelty but is quickly becoming the norm, with natural language-modelled AI capable of understanding verbalised commands more accurately every day. 

Nowadays, more and more people are finding it easier to just verbally ask their phones for information instead of typing it into their browser.

This form of searching is much more convenient and expedient in the increasingly busy lifestyles of modern people.

As a result of this development, businesses that fail to optimise their voice search content will fall behind. Before long, they will no longer be competitive in their online marketing efforts. 

To optimise your content for voice search, you need to take a different approach than traditional search engine optimisation (SEO).

What it comes down to is achieving a more conversational tone in your content as voice search queries themselves tend to be longer and more conversational. They also tend to be more specific than text-based queries. 

Therefore, to ensure that your business pops up on search engine results pages when people use voice search, ensure that your content sounds like human speech. This requires online marketing content writers to be adaptable to using different styles.

Conversational Keyword Research

Keyword research is a crucial component of any SEO strategy. However, when it comes to voice search, conversational keywords and phrases need to be included as well.

AI is becoming advanced enough to assist with this by analysing user queries and identifying the kinds of language and structure used in voice search queries. 

With a bit of research, you can incorporate these insights into your content strategy to improve your chances of ranking well in voice search queries.

Voice Search Analytics and Reporting

Any marketing strategy requires an analysis of its successes and failures to make improvements along the way – without this knowledge, you’re operating blind.

AI is capable of providing the necessary intelligence to help you keep tabs on your voice search campaign performance while also giving you a look into the customer’s journey from start to finish so that you can optimise your approach. 

AI can analyse everything, from the first clicks to the final purchases, to provide vital information that will help your business succeed.

Analysing this data allows your business to refine its voice search strategy and allocate its resources much more effectively.

Website SEO Analytics

Balancing AI Efficiency with Human Oversight

All of these advancements in AI are exciting, allowing marketers to deliver fast, efficient and high-quality content like never before.

However, to ensure that you get the most out of your AI usage, whether through your website, your mobile app or your other online marketing efforts it’s important to find the right balance between machine efficiency and human oversight.

Ethical AI Practices

The more AI becomes ingrained in digital marketing and online advertising, the more important it becomes to use it responsibly.

Doing this means being transparent about how AI is being used and simultaneously respecting user privacy.

Moreover, utilising AI algorithms needs to be done in such a way as to ensure that it doesn’t perpetuate any biases and doesn’t encroach on anyone’s personal freedoms.

Establishing clear guidelines for ethical AI use is crucial to ensuring that your audience continues to enjoy a trust-based relationship with your brand and to avoiding any backlash.

Maintaining Brand Voice and Tone

Although AI generates increasingly human-like content, it cannot truly replicate your unique brand personality – at least not yet! 

Human marketers are thus still required to provide oversight, edit, adjust and guide the AI-generated content so that it better aligns with your brand voice and resonates more profoundly with your target audience. 

Despite AI’s growing power, the human touch is still essential and AI should never totally replace it.

Curating AI-Generated Content

Although AI can generate content efficiently, knowledgeable and capable human oversight is still essential to ensuring that the content is high-quality, accurate and appropriate.

This requires proofreading, fact-checking and making sure that the content is on-brand and on-message. 

Without human oversight, AI can post embarrassing or offensive material, get facts wrong or otherwise misrepresent your brand in the public eye.

Thankfully, this kind of thing is easy to avoid with the appropriate human oversight in place. 

An effective AI-driven digital marketing strategy requires collaboration between humans and machines, with humans providing irreplaceable creativity, insight and knowledge, while AI brings efficiency and scalability to the table. 

To your success,
Jackson