Artificial intelligence (AI) is an emerging technology that is being used in many different areas. AI is described as the ability of computers to perform tasks commonly associated with intelligent...

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What is AI?
Artificial intelligence is the intelligence shown by machines which enables them to think
about, perform tasks and respond to queries like humans. Artificial intelligence has
significantly transformed the ways of online or digital marketing. The system has made the
process more efficient in generating sales through personalised advertisement and
improving customer experiences (Nair & Gupta, 2021).
How is AI improving online marketing?
Artificial Intelligence has been augmenting the process of digital marketing through its
various functions and benefits, these include (Marketing Insider Group, n.d.):
● AI is capable of hyper-personalising customer experiences after analysing their
profiles to know more about their needs and preferences.
● AI helps in faster production of specific formats and types of content.
● Softwares powered by AI are capable of deciding what content should be created
and when it should be distributed.
● AI is capable of predicting customer behaviour and identifying valuable leads. This is
usually done by analysing the data related to the customer's activities on the page of
the business.
● AI helps marketers in personalising communication with the customers on an
individual level...