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The first innovation AI brought to digital marketing is the improvement of ad targeting through algorithms that analyze available data signals.
However, this innovation actually emerged about a decade ago, with the explosion of data points and the rise of programmatic media buying. Today, AI is fully integrated into major media platforms like Google and Meta, and has been part of the daily digital experience for users for years.
Generative AI, on the other hand, only emerged in the public eye in 2022 with tools like ChatGPT and Midjourney, making it a much more recent advancement. Its ability to generate text, audio, images, and even video makes marketing an especially fertile ground for innovation.
I see four major innovations that Generative AI brings to digital marketing:
1. Automated Content Creation :
Whether it's text or visuals, content creation lies at the heart of digital marketing transformation.
67% of professionals now use AI to speed up content production, saving an average of 3 hours and 10 minutes per marketing asset.
We're witnessing a rise in AI-assisted writing, especially for SEO and community management.
2. Content Personalization :
This is another revolution in the content industry — from creating to adapting multimedia assets.
TV channels, for example, are now integrating generative AI into on-screen content without it being visible to the viewer.
3. Customer Interactions :
ChatGPT is the best-known example, reaching 1 million users in just five days.
Today, brands are leveraging this type of AI to personalize customer interactions, whether via chatbots or even voice calls — which are already being tested in the U.S.
The real game-changer, however, will be connecting these AIs to relevant data, such as company information, stock levels, or CRM systems, to enable truly tailored exchanges.
4. Data Exploration & Insight Generation :
Generative AI brings two major advantages to data analysis and exploration:
- Accessibility:
It's now easy to “talk” to a dataset or CSV file using natural language.
Insights that were once reserved for technical profiles with coding skills are now accessible to everyone — truly democratizing data exploration.
- Multimodal Analysis:
In my opinion, this is a real revolution.
For years, we could only analyze structured data. Now, we're entering an era where we can include unstructured content — such as photos, videos, user feedback, comments, even handwritten notes — into our databases.
This type of content can now be processed and segmented by AI, unlocking entirely new use cases.
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Generative AI is set to revolutionize content creation and marketing campaign personalization by significantly reducing time spent on low-value tasks, allowing teams to focus on creativity and strategic thinking.
It also enables hyper-segmentation and personalization of content, thanks to its ability to effortlessly generate and adapt assets. One of the main use cases is the variation of creatives and ad messaging, opening up major opportunities for quick adjustments and the rise of real-time A/B testing.
To conclude generative AI in digital marketing enables reduced production time and hyper-personalized content—helping brands generate more meaningful interactions with their audiences.
However, this raises questions about content quality and authenticity.
We are witnessing the emergence of a new collaborative model, in which the human role becomes one of ideation, strategic thinking, and validating content quality—while intermediate steps are handled by AI.
If this transformation is successful, it could lead to more qualitative and tailored marketing.
But success will depend on team upskilling and strategic investments in the right tools.
