How artificial intelligence is transforming the future of digital marketing

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Digital marketing relies on leveraging insights from the copious amounts of data that gets created every time a customer interacts with a digital asset. Algorithms optimise various factors and data points that influence digital marketing success.In 2020, we anticipate a significant uptick in the mainstreaming of AI and machine learning use cases in digital marketing across several areas. Search will get very smartIn the past year, online search has had several AI and machine learning developments. Google is leading the pack with exciting applications in information retrieval. For example, Google’s BERT  technology can process a word in the context of all the other terms in a sentence, rather than one-by-one in order. BERT also enables anyone to train their own state-of-the-art question answering system.  Customisation of search results and the results page based on learnings from past interactions and preferences of a user is another application of machine learning used in search.AI-driven personalisation of messaging Several adtech companies have been focussing on using AI and machine learning to find the right audience to write better ads than humans, and to increase conversion rates and engagement with the target audience. There are also several AI-led developments in the area of …

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