AI in Marketing Automation

Benefits of AI Marketing Automation

Artificial Intelligence (AI) is revolutionising marketing automation by allowing ad tech companies to create more sophisticated AI-driven tools that enhance efficiency, personalisation, and overall advertisement effectiveness.

Enhanced Efficiency

As any marketing specialist knows, there are many repetitive tasks in our branch. Whether it’s email scheduling, ad bidding, customer segmentation, etc., all these can be easily automated by leveraging AI to cover the tasks that otherwise require repetitive behaviour.  This makes everything faster and eliminates human error, saves time, and, of course, operational expenses.

Personalized Marketing Campaigns

AI leverages machine learning to analyse data such as customer behaviours, preferences, and past interactions and thus enables the creation of better-personalized content. By delivering dynamic content, you can improve engagement and get better user satisfaction and conversion rates.

Automated Lead Scoring

By using automation when scoring leads from various platforms, you can leverage predictive analytics to get high-quality leads based on demographics or interactions. By prioritising high-value leads, you are enabling your sales team to focus on the more promising prospects.

Real-Time Data Analytics

It’s no secret that AI can handle data way better and faster than people. It processes data almost instantly, and it can process vast amounts of data. Such processing enables us to make data-driven decisions and optimise campaigns better in real time. It helps us with trend identification and analyses patterns, but also anomalies that can be difficult to detect manually.

Key AI Marketing Automation Tools

The implementation of AI into our daily lives has brought only good things. Since AI started its growing journey, a plethora of tools, both free and paid, became available. How to know which tools to use? Let us delve a bit deeper into that!

Content Creation Tools

1. ChatGPT is one of the top AI chatbots that assists with everything from video scripts to website design. Its fast, unique output makes it a powerful tool for creating high-quality work at any skill level. It can be used as a free model, but trust me, the paid model is well worth its cost!
2. Jasper AI is an AI-powered content creation tool that helps businesses, marketers, and writers generate high-quality text for blogs, ads, emails, and social media.  The price is almost the same as the ChatGPT, but it offers more features in the Pro version, which may be worth it depending on your company size.

Audience Segmentation Platforms

1. Salesforce Einstein is an AI-powered analytics and automation tool integrated into the Salesforce platform. It enhances customer relationship management (CRM) by providing predictive insights, personalized recommendations, and automated workflows. This solution is not cheap, but it’s top-notch and if you are a medium-sized or enterprise business, it’s surely worth a try.
2. FounderPal AI is an AI-powered tool designed to help businesses with market segmentation by defining customer personas and conducting in-depth market research. It provides data-driven insights to refine target audience strategies, making it particularly useful for startups and small businesses. FounderPal AI offers a free version with basic features, while premium plans provide more advanced insights and customisation options.

Customer Relationship Management (CRM) Solutions

1. Zoho CRM is an AI-powered CRM platform that helps businesses automate sales, marketing, and customer support processes. It provides advanced features like AI-driven insights, workflow automation, and multichannel communication to enhance customer engagement. Zoho CRM offers a free plan for up to three users, with paid plans starting at $14 per user per month for more advanced features.
2. Microsoft Dynamics 365 is a cloud-based business solution that integrates CRM and ERP functionalities to streamline sales, marketing, finance, and customer service operations. Pricing varies by module, with CRM plans starting at $65 per user per month and ERP solutions beginning at $180 per user per month.

The Role of Chatbots in AI Marketing Automation

Chatbots are changing how businesses interact with customers. As part of AI marketing automation, chatbots play a pivotal role in enhancing customer experience, gathering valuable data, and supporting scalable operations.

Why are chatbots a great tool for strategically using marketing automation and AI?

✔️ 24/7 Customer Support

One of the most significant advantages of chatbots is their ability to provide contextual assistance. Unlike us humans, chatbots don’t need breaks, allowing businesses to respond instantly to customer questions at any time. By implementing AI chatbots on your business website, you can achieve:

1. Improved customer satisfaction: Instant replies reduce wait times, helping to build trust and customer loyalty.
2. Global availability: Businesses serving international markets benefit from time zone flexibility and language AI models for local support.
3. Consistency: Chatbots maintain a uniform tone and messaging style, ensuring a consistent brand voice across all interactions.

This continuous availability is particularly valuable in e-commerce, SaaS, and service-based industries where immediate support can influence purchasing decisions.

✔️ Data-Driven Insights

Every interaction with a chatbot is an opportunity to collect data. AI-powered chatbots can track and analyse customer behaviour, preferences, and feedback in real-time.

• Customer profiling: Bots help segment audiences based on interests, location, purchase history, and engagement patterns.
• Personalized marketing: Insights from chat conversations enable marketers to tailor campaigns, offers, and product recommendations.

This approach ensures that marketing processes are proactive, increasing the overall efficiency of campaigns.

✔️ Cost-Effective Scalability

As your business grows, so does the demand for customer engagement. Scaling human support teams can be expensive and time-consuming. Chatbots offer a scalable solution that grows with your business. By reducing the need for extensive human intervention, businesses can focus their resources on higher-level tasks while maintaining a high standard of customer interaction.

How AI Marketing Automation Improves ROI

As an ad tech company, AI made enormous changes in our environment. It’s revolutionising the way we think about how to create new and better tools every day. With the help of AI, we managed to not only change some tools or features that we already developed but also create new tools and features that can greatly improve the advertisement and ROI of our clients.

Let me make this a bit personal and give you a brief preview of some things that AI helped us help numerous clients increase their ROI over time. As an ad tech company, we greatly depend on the technologies available to us, and there is no better way to show how AI changes our ecosystem than to show you what we do with it on our tools and which problems it solves.

1. Smarter Campaigns in Google and Microsoft Ads

We have been working with search ads for more than 10 years now and with shopping or performance max ads for 5+ years. In the last few years we have been running into some issues with their performance, either from the start of the advertising or later in the advertising journey. We had to innovate in this field; otherwise, we would become obsolete.

• Search and Shopping Ads Bidding Tool → We created a bidding tool that leverages AI and machine learning to place bids on your behalf for each keyword or product, and thus bring your ads to the top of the page.
• Segmentation of products in P.Max ads → By using AI to cross-reference products depending on their performance (ROAS%) and margin we could create export in the shape of a supplemental XML feed that clients can use to break their P.Max ads into multiples depending on their overall performance.

By leveraging AI to automate these complex processes, our clients save time and reduce guesswork, allowing campaigns to scale more effectively while improving ROI.

2. Drop in P.Max Performance YoY

One of the biggest problems that our clients face these days is the lower performance of their P.Max Ads when compared to last year. We expected this to happen and started creating a tool that could change this.

The root of the problem here is that our clients have “imperfect” product names and descriptions in their data feeds. This results in Google or Microsoft not showing their ads in higher positions due to lower relevance. By creating a tool that uses AI to change their product titles and descriptions we managed to:

• Up their ad relevance and improve their positioning – this resulted in more conversions
• Crete more personalized marketing campaigns – by making exact changes to product titles we improved the impression rate (consumers don’t search in perfect sentences)
• Show more information about products – improve customer experience

Of course, we are not the only ad tech company in the world, and numerous solutions can help with optimising your overall ROI. Try finding the tools that suit your business goals and, of course, your business size. Not all solutions are made for smaller companies and enterprises at the same time.

Integrating AI into Your Marketing Strategy

AI is no longer a futuristic concept; it’s a present-day reality that’s reshaping the whole business world.  By integrating AI into your marketing strategy, you can unlock new levels of efficiency, personalisation, and of course, performance.

✔️ Identifying Automation Opportunities

Before investing in AI tools, it’s essential to evaluate your business marketing goals and find out the areas where automation can make the most significant difference.

1. Customer Segmentation: AI can analyse behavioural data to create dynamic, personalized audience segments.
2. Content Personalisation: Deliver customised messages to individual users based on their preferences, location, or browsing history.
3. Predictive Analytics: Use AI to forecast trends, customer lifetime value, and future buying behaviours.
4. Chatbots and Customer Service: Automate routine enquiries and improve response time with AI-powered virtual assistants.
5. Ad Targeting and Bidding: Automatically adjust bids in real time based on audience behavior and performance data

✔️ Choosing the Right Tools

Once you’ve identified areas for improvement, the next step is selecting the right AI tools to support your goals. When evaluating tools, consider:

1. Integration Capabilities: Ensure the tool integrates smoothly with your existing platforms, such as your CRM, CMS, or ad manager.
2. Scalability: Choose solutions that can grow with your business and handle increasing volumes of data and complexity.
3. User-Friendliness: A powerful tool is only useful if your team can use it effectively.
4. Pricing and ROI: Evaluate not only the cost but the potential return on investment over time.

✔️ Testing and Optimizing Campaigns

Successful AI integration doesn’t end with tool adoption. It requires a mindset of continuous testing and optimization.

1. Set Clear Goals: Define key performance indicators (KPIs) to track progress.
2. Run A/B Tests: Use AI to test different versions of aads nd emails.
3. Leverage Feedback Loops: Many AI systems improve over time as they gather more data.
4. Review and Adjust: Regularly analyse performance reports and adjust strategies.

Challenges and Considerations

While integrating AI into your marketing strategy offers advantages, it also presents several challenges. Being aware of these considerations from the outset helps ensure a responsible, effective, and sustainable implementation.

Data Privacy and Security

AI systems rely heavily on data to make accurate predictions and automate tasks. However, this dependency raises important questions about data privacy and compliance:

• Regulatory Compliance: Ensure your data practices comply with laws or relevant regulations in your operating regions.
• Secure Data Storage and Access: Work with tools that use encrypted storage, limit access based on user roles, and follow industry best practices for cybersecurity.
• Transparency: Let your customers know how their data is being used and provide options to manage their privacy settings.

Ensuring Quality in Automation

AI-driven automation can streamline workflows, but it can also lead to quality issues if not monitored carefully. Over-reliance on AI can generate inaccurate outputs or misinterpret data. If you are using AI-generated creatives, they may lack emotional nuance or contextual relevance if not reviewed. Automation must be guided by clear brand guidelines to ensure tone, style, and messaging stay aligned.

Managing Customer Expectations

As AI enables more immediate and personalized marketing, customer expectations naturally rise. Be careful of overusing AI in your customer-related processes; trust me, they see through it in time. Some examples that we saw in our book of business:

• Automated messages may not always understand customer intent, leading to frustration.
• Automation can feel cold or generic rather than helpful.
• Speed is important, but so is the quality of support and information provided.

Final Thoughts

Potential Impact on Marketing Strategies

AI is transforming the whole marketing and empowering businesses to deliver personalised experiences and make smarter, data-driven decisions. From automating repetitive tasks to enhancing customer interactions with chatbots and predictive insights, the benefits are clear.

However, companies must choose the right tools, remain vigilant about data privacy, and maintain a balance between automation and human touch. By doing so, marketing teams can improve performance and ROI and build stronger, more meaningful connections with their audiences in an increasingly digital world.

Frequently Asked Question