Krishan Arora is CEO and Founder of Arora Projecta globally recognized leader in raising capital and developing high-growth businesses.
In the ever-changing world of digital marketing, there have been a few pivotal moments over the past three decades that have defined the entire industry. For example, the internet boom in the early 2000s led to the creation of social media platforms, which gave rise to the multi-billion dollar digital advertising industry as we know it today.
One of the major changes of the last decade has been the shift from desktop to mobile, and we can all see how mobile adoption has changed everything we do today, from ordering groceries via Uber to ordering groceries via Instacart, all on our cell phones.
A second tectonic shift is occurring now, but many do not realize the true impact this radical shift will have on each of us on planet Earth. The age of artificial intelligence is upon us and it will radically change almost everything we do in the world of digital marketing.
As a marketing expert for 15 years and having spent tens of millions of dollars on social media advertising campaigns (with a focus on high ROI for our clients), I already see two areas very clear in which AI will completely revolutionize. digital marketing:
• The advancement of predictive analytics.
• AI-powered content creation.
The Advancement of Predictive Analytics
Before AI entered the conversation, using analytics to predict customer behavior involved multiple human touchpoints. We had to isolate the metrics that were important to us, extract large data sets, use tools to sift through them, and then find meaningful patterns to test to see if we could predict customer behavior. Some tools were useful in this area before AI came along, but the process was still largely manual and tedious with limited efficiency.
Today, AI-powered predictive analytics is revolutionizing how we predict customer behavior, make key decisions, and identify important e-commerce trends. Using the raw computing power of tools like Google’s Gemini or OpenAI’s ChatGPT, we can input massive data sets, and AI engines will sift through them and recommend metrics and hypotheses in seconds keys to test. This ability to analyze and digest large sets of digital marketing data gives us the ability to make key decisions much faster, and this speed increases with each optimization made.
AI-powered content creation
Content creation is by far the most affected area of digital marketing in this new era of AI. First there was AI-generated text (email copy, ad copy, and landing page copy) that can be created in seconds. By entering the correct prompts, you can get copy that is witty, intelligent, and relevant to a specific region of the world.
Then came AI-generated images through programs like Midjourney and DALL-E that take prompts and create images right before your eyes. Over the past year, these image generators have improved a lot and many more image generators have been created in addition to these AI engines.
Then came the metaphorical straw: OpenAI released Sora, its video prompt generator that generates incredible video clips from prompts.
Even though this world of AI-driven content creation is still in its infancy, AI platforms are evolving and improving literally week by week. Soon, the entire content creation engine within digital marketing could be powered not by specialists who create text, images or videos, but by fast specialists who rely on AI tools to create content in real time.
Looking ahead: adapt or fall behind
The era of AI that radically changes every system we use in digital marketing is upon us. Even tools like the Google search engine, which we never thought would be innovative, are now being threatened by AI tools like ChatGPT. Users around the world rely on AI tools and large language models to make their workflows much more productive.
My advice to marketing team leaders and professionals is to adopt these technologies to increase the efficiency of you and your team. By integrating these content creation and predictive analytics engines into your workflows, you can be 300-500% more efficient in production, essentially doing the work of three to five people.
The ability to do more, high-quality work in less time is the main appeal of these AI tools. It’s not a question of whether or not you should adopt these technologies: it’s actually (more dauntingly) a question of either adopting these tools and remaining competitive, or no longer remaining relevant in the walk. AI is here to stay and the future is very bright in the world of AI-powered digital marketing.
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