Strategy
How AI is changing marketing – and how you can use it to your advantage
AI is no longer a vision of the future – it is a decisive part of today's marketing. With generative AI, real-time analytics and automated content production, the playing field is changing rapidly. In this article we outline how AI affects marketing in 2025, what opportunities exist – and how you can get started.
What is AI in digital marketing?
AI in digital marketing is about using machine learning, algorithms and large amounts of data to automate, analyze and optimize marketing processes. The technology can, for example:
- Predict customer behavior
- Automate workflows
- Create personalized content
- Identify new target audiences
- Segment customer data more precisely
- Automate A/B testing and optimization
- Create SEO-optimized content and metadata
- Allocate campaign budget more efficiently
- Generate product recommendations in real time
The biggest benefits of AI in digital marketing
1. Improved personalization
AI makes it possible to create tailored experiences for each customer. By analyzing customer data, AI can identify which products, services or messages are most relevant to each individual – in real time
2. Effective data-driven strategy
AI can analyze large amounts of data and extract valuable insights about customer behavior, trends and marketing performance. This makes it easier to make well-informed decisions and optimize campaigns for better results.
3. Automation of repetitive tasks
AI frees up time for marketers by automating tasks such as:
- Scheduling social media
- Creating dynamic ads
- Segmenting email lists
- Automating content production, for example through generative AI that creates text, images, video and even custom voices
4. Real-time campaign optimization
With AI you can adjust your campaigns while they are running, based on performance data. Today AI also enables real-time adaptation of content depending on how the target audience behaves in the moment – which increases both relevance and conversion.
The power of AI lies in its ability to quickly process data and draw insights that humans would need much longer to uncover.
How companies use AI in their marketing
1. Chatbots and customer support
AI-powered chatbots provide fast and efficient customer support around the clock. They can answer common questions, guide customers through purchase flows and collect feedback – all without requiring human intervention.
2. Predictive analytics and adaptive flows
Companies use AI to anticipate customer behaviors, for example which products are likely to sell best during a given period. AI is also used to tailor content in real time – not just to predict, but to act immediately.
3. Content generation with generative AI
Generative AI tools like ChatGPT, DALL·E or Sora can today create entire campaigns – with text, image, video and audio – in a matter of minutes. This makes it possible to scale up content production, create variation and tailor messages for different target audiences without compromising on quality. The image at the top of this article was generated by Midjourney, which is constantly adding new features and improvements.
4. Programmatic advertising
AI optimizes the purchase and placement of digital ads by analyzing audience data and selecting the best ad spaces in real time. Platforms often integrate both predictive analytics and adaptive content.
You can create videos using generative AI. Right now, though, the Swedish pronunciation is still somewhat lacking, to say the least.
Challenges with AI in digital marketing
Despite AI's many advantages, there are also challenges to address:
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Ethical issues
Increased use of AI raises questions about data collection, transparency and privacy. The new AI regulation in the EU (AI Act) imposes requirements for accountability, risk assessment and clear labeling of AI-generated content. -
Creativity
AI excels at analysis and automation, but human creativity is still needed to create genuine and engaging campaigns.
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Implementation costs
Introducing AI technology can be a costly and time-consuming process for smaller companies – but there are more readily available tools now than before. -
Misinformation
AI can generate convincing but false messages. Therefore, guidelines and awareness are required regarding how the tools are used.
Is AI the future of digital marketing?
AI is already an integral part of today's digital marketing and its role will only grow. Companies that embrace AI have the opportunity to create more effective, data-driven strategies and deliver customer experiences that exceed expectations.
To stay competitive, it is important to understand how AI can be used to improve your marketing efforts and begin implementing the technology in small steps
How to get started with AI
1. Identify the needs
Consider which areas of your marketing could benefit from AI, such as analytics, content creation or advertising.
2. Explore tools
Feel free to try simple AI tools to begin with, such as chatbots, generative tools, analytics tools, or automated advertising.
3. Train your team
Ensure your team understands how AI works and how the technology can be integrated into existing workflows. Understanding the tools' limitations is as important as understanding their potential.
4. Measure results
Follow up on how AI affects your campaigns and adjust your strategy as needed to maximize value. Both quantitative and qualitative effects should be measured.
AI is no longer the future – it is the present
By understanding and harnessing the possibilities of technology you can not only streamline your work but also create marketing campaigns that truly make a difference. Is your company ready to take the step into the AI era? Contact us at Limetta and we'll tell you more.
