What is AI Marketing?

AI marketing is the use of artificial intelligence to automate, personalise and optimise marketing processes. From Smart Bidding in Google Ads to AI Overviews in the search results: AI is fundamentally changing how marketing works and who wins.

Applications of AI in marketing

Automated bidding through Smart Bidding, personalisation at scale in email and ads, content generation with AI tools such as ChatGPT, predictive analytics for lead scoring, chatbots for lead qualification and GEO for AI search engines.

AI and search engines

AI is fundamentally changing SEO. Google’s AI Overviews answer questions directly in the SERP, which leads to more zero-click searches. Optimising for AI citations through AEO and GEO is becoming a new discipline alongside traditional SEO.

AI and content strategy

AI tools speed up content creation considerably, but they do not replace human strategic insight. E-E-A-T (experience, expertise, authoritativeness and trustworthiness) remains the key to authority with Google.

Will AI tools replace human marketers?

No, but marketers who use AI effectively perform significantly better than those who do not.

How do I keep up with AI marketing?

Follow developments in LLM technology and AI visibility. More at developers.google.com/search.

AI marketing is a fairly new branch of digital marketing, where the other channels have become a lot more mature.