AI’s role in digital marketing

AI is the hot button term of the year. It seems like every company is tossing out “AI” something. What does it mean in terms of digital marketing?

AI might seem like a new term because of how popular it’s become, but it’s actually nothing new, at least not in the way most people use it. The capabilities of platforms like ChatGPT uses AI and the recent popular interest in those platforms has made AI the popular term it is today.

AI is simply a form of “machine learning technology,” which is actually old tech. Digital has been using a form of AI for years. Social media algorithms are probably the best example. So are many ad placement technologies. They interpret data collected to determine placement of content, including social media posts an targeted advertising.

So if a company is using the term “AI” in reference to some kind of proprietary marketing tactic, perhaps dig a bit deeper into those advantages because it’s likely puffery.