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Chapter 1 - AI in Digital Marketing- An Overview What is Artificial Intelligence? Artificial intelligence refers to the simulation of human intelligence processes by machines, mainly computer systems. Specific applications of AI involve expert systems, natural language processing, speech recognition, and machine vision. Nowadays, the amount of data that both humans and machines generate far outpace humans' capability to absorb, understand, and make complex decisions related to the data. AI forms the basis for all computer learning and is the future of all complex decision-making processes. Artificial intelligence is a hot topic for businesses. AI proficiencies are mounting the possibilities for how corporations approach real-time engagement with their customers, handle their processes and make business continuity. As technology progresses, corporations search for new ways to innovate and expand. AI is now also predominant in the digital marketing domain, working in the background while making pay-per-click marketing more effective, personalizing websites, creating content, predicting behavior, and much more. AI-powered marketing allows marketers to develop a predictive customer analysis and design customer journeys more targeted and individually tailored, which successfully enhances ROI on each customer contact. Understanding of AI in Digital Marketing Using AI in Digital Marketing increases proficiency since the processes are automated. AI can also understand which content is ultimately better and assist with content curation. Therefore, the right content reaches the right audience, increasing the ROI. Artificial intelligence is gaining popularity as a result of the following factors: • It is much more precision-oriented and permits more reliability and fewer mistakes, subsequently leading to increased labor productivity. • For more pertinent insights, AI examines more and deeper data. • With its clever algorithms, it can boost the performance of a variety of gadgets. For instance, it includes tracking devices, virtual assistants, and home security systems. • With progressive learning algorithms, AI can adapt to new information. AI would make digital advertising and marketing more targeted as well as accurate. It will assist in optimizing campaigns and deliver a better ROI than ever before. There are many reasons to believe that Artificial Intelligence in Digital Marketing is an integral part of today’s world. The most common uses of Artificial Intelligence in Digital Marketing are • Automation of the regular tasks and processes • Gain comprehensive customer insights • Understand the latest industry pattern as well as content creation trends • Personalization of marketing communication • Generate, nurture and convert leads Application of Artificial Intelligence in Digital Marketing Before, Digital Marketers were hesitant about using AI in Digital Marketing. Still, with the progress of AI and its results, AI has shown that it is and will bring dynamic changes in the marketing world, and much of the ambiguity has been dissolved. Generating Content – Machines can now create content from scratch based on data entered into them. These can be very useful in saving time and resources. AI can generate news and reports based on data and information collected. Many leading news giants now use automated Journalism. Product Recommendation and Content Curation- Not just generating content but also assisting in recommending products and services based on users' search, interest, and behavior. Artificial intelligence can recognize the interest and behavior of the targeted audience, and what is better than finding the right products or services that establishments are already seeking? Have you ever observed how Netflix recommends customers' content based on the previous search list, and they are so on point? Artificial Intelligence technology is usually used to make personalized content recommendations that the user may discover exciting. For example, if people buy X products, they might like Y products too, similar products like Amazon. Use of AI Chatbots – Businesses use automated responses to sort customer queries and also use them in data collection, keeping the audience efficient regarding products and services. They can aid clients 24/7 and hold their data for future use. Additionally, the applications of chatbots are massive, and the amalgamation of Chatbots with Artificial Intelligence and machines is the new game changer. Web Design- Without the assistance of a programmer or a designer, businesses can still use a website through the use of Grid that uses Artificial Intelligence to do the work based on the information provided such as images, text, calls-to-action, etc. they can make the website look professional in lesser time and at a reasonable price. Predictive Analysis- Artificial Intelligence uses data to make feasible future projections. Predictive analysis is just the use of data, statistical algorithms, and machine learning. Digital Advertising- Digital Advertising is extensively using Artificial Intelligence to make certain maximum success; it is being used across platforms to offer the best possible experience. Examine user info like gender, age, interest, and other aspects to show relevant ads. With the assistance of AI technology, marketers can spot micro trends and even envisage trends. They can then form strategic decisions; brands can reduce digital advertising waste and ensure that spending delivers the best likely outcomes. Online Searches- The technique of searching content has transformed, and marketers would need to create and change their content accordingly. Innovations involve Voice Search and Google's algorithm, and other AI advances. Other innovations include Amazon Echo, Apple's Siri, Microsoft's Cortana, and Google Home, where they can perform searches by voice command or pressing a button. Email Marketing- Brands are customizing emails to reach out to their users with the power of AI. They can now personalize content based on user interest, behavior, and preferences. Automatic leaning or Machine learning can now determine the best time and days of the week to contact the user and the recommended frequency through analyzing millions of data. Now they can understand which content catches the most attention and which subject and titles get more emphasis and clicks. E-commerce Artificial intelligence, when used appropriately, can have a massive impact on e-commerce business owners. AI can do everything from creating websites and generating content to providing product recommendations, handling inventory, and providing customer service. AI is also suitable for predicting e-commerce sales, performing competitive market research, identifying customer search trends, and more.