Using AI and digital innovations, Sephora’s e-commerce sales grew from $580 million in 2016 to over $3 billion according to Statista. In 2024, the online beauty store is forecast to generate around $3.6 billion in sales.
One of the most successful and well-known for using AI effectively is streaming giant Netflix. The streaming service uses the technology to provide personalized recommendations based on user preferences and behavior.
These choices are based on thousands of data points (included in the screenshot below) such as:
By using these data points Netflix improves content recommendations, reduces churn rate, and boosts return on investment.
Top tip: Check out some amazing examples of AI in marketing to get inspiration.
How to Use AI in Digital Marketing
As AI technologies have become more accessible and easier to use, companies have started to use them in daily tasks such as creating content for pay-per-click (PPC) ads or setting up triggered email workflows.
When we asked whatsapp data our membership community at the Digital Marketing Institute about AI, 60% believe they are familiar with the technology and its applications in marketing but 37% don’t currently have an AI strategy in their business.
But what are marketers using AI for?
1. Content and image creation
Marketing teams are often under pressure to create content quickly for many purposes and channels. However, creating good content takes time and effort, and a lot of marketers are time- and resource-poor.
AI copywriting tools such as ChatGPT and Claude have exploded because they help people to generate content: that’s why they’re called generative AI tools! This could be email subject lines, ad copy, landing pages, blogs, or anything else you need for your content marketing.
You can also use AI digital death manager writing prompts to create catchy headlines and customize content for your audience which drives personalization and use AI to boost your influencer marketing campaigns and manage your relationships.
Using these tools saves time and money. However, make sure to read over any content before publishing it live to ensure it has personality and fits in with your brand voice.
“People use AI because it’s lower cost and highly scalable. But if you don’t have a good creative platform and it doesn’t come from creative and data-driven insights, then it’s just spray and pray really,” says Mischa McInerney, CMO at the Digital Marketing Institute
2. Customer service and support
AI-driven chatbots have been around for a while as a way to communicate with and provide information to customers. When mobile number list people want to get instant answers to simple queries or interact with a brand, they first go to a chatbot.
However, AI has a bigger role when it comes to customers. It can improve customer experience by personalizing content and messaging, anticipating customer needs, streamlining purchasing, and directing queries or concerns to the right department or agent.