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Artificial Intelligence (AI) has been transforming the digital marketing landscape for years, and as we enter 2023, its impact is only expected to grow.

There’s lots of discussion about the effects of AI, especially on digital marketing, and what this means for the industry, so we’re breaking it down to share our thoughts on it all.


One of the most significant advantages of AI in digital marketing is its ability to personalise content and experiences for users. By analysing vast amounts of data, AI algorithms can identify patterns and preferences to create targeted messaging and customised experiences.

More data combined with a quicker analysis will allow us to better understand our customers and users, learn their behaviours, and provide more personalised solutions as a result.

Personalisation has become a key element in digital marketing, as customers expect brands to understand their unique needs and deliver tailored solutions.

AI-powered personalisation allows brands to create highly targeted content and offers, which can significantly improve customer engagement and loyalty.

In 2023, we can expect AI-powered personalisation to become even more sophisticated. As AI algorithms continue to improve, brands will be able to deliver hyper-personalised experiences in real-time, based on a user’s real-time behavior and preferences.

This level of personalisation will enable brands to deepen customer relationships, improve engagement, and drive revenue growth. Continual machine learning can only be expected to improve, allowing social media and analytics platforms like GA4 to do more for our customers, and ourselves, in the future.


Another significant effect of AI on digital marketing is the development of new tools and platforms that leverage its capabilities. These tools enable marketers to automate time-consuming tasks, such as data analysis and optimisation, and focus on strategic planning and creative execution.

We’ve seen it already – automation across social media channels, letting customers help themselves before needing to speak to a ‘real’ person behind the bot. By utilising these tools, we’re now equipped to support users 24/7, providing answers to customers even when we’re offline.

We expect AI-powered tools to become even more prevalent in the digital marketing industry.

From chatbots and virtual assistants to predictive analytics and marketing automation platforms, AI-powered tools will play a crucial role in streamlining and optimising digital marketing efforts.

Negative aspects

Despite the numerous benefits of AI in digital marketing, there are also potential negative aspects to consider.

A very real concern is the potential for AI to impact jobs and displace people from their careers.
It can be argued that tools like chat-bots and social media AI allow us more time to do what we love, but what happens when that becomes too much? Whilst this isn’t taking us by storm yet, there’s a possibility that it might in the long run.

Another significant concern is the potential for AI to enable bias and discrimination. If AI algorithms are trained on biased data, they may produce biased results, which can have negative consequences for certain demographics.

AI will only ever be as good as the data it utilises, so if we can find a way to ensure that the date fueling the AI we use is bias-free and based only on factual data and evidence, this becomes less of a concern. But other than reinventing the AI-wheel, is this even possible?

Last, but not least, is the all-important human touch. As AI use continues to grow, can it ever replace the human experience?

We think no.

The very essence of humanity is our creativity and ability to generate new ideas. Without human input at some stage of digital marketing strategies and completion, no risks will be taken, no new ideas pursued, and no exciting results discovered.

What now?

AI has already made a significant impact on digital marketing, and we can expect its influence to continue growing in 2023.

From hyper-personalisation to AI-powered tools and platforms, AI offers many opportunities for brands to optimise their digital marketing efforts and improve customer experiences.

However, it’s crucial to recognise the potential negative aspects of AI we’ve touched on, and those we haven’t, to ensure that, as marketers, we use AI in an ethical and responsible way.

By doing so, brands can unlock the full potential of AI in digital marketing and achieve sustainable growth and success in the years to come.

We’ll be keeping our ear to the ground on how AI looks to progress in the coming months, and ensuring to adopt any revolutionary finds into our offering.

Is reviving your digital marketing on the 2023 to-do list? Want to setup some simple AI solutions for your business? Speak to Scoot for a no-nonsense chat on how we can help support your brand online this year.

Considering reviving your digital marketing?

Want to set up some simple AI solutions for your business? Speak to Scoot for a no-nonsense chat on how we can help support your brand online this year.

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