Marketing has always been about understanding people – what they want, what catches their attention, and what makes them take action. But today, artificial intelligence (AI) is changing the game entirely. Brands are no longer relying solely on instincts and past data to make decisions. Instead, AI is helping them predict consumer behaviour, automate complex processes, and personalise marketing like never before.
Kirill Baryshkov, Global Business Partner at L’Oréal, recently highlighted how AI is reshaping marketing and promotion. It’s not just about automating ads – it’s about creating better customer experiences, optimising sales, and making smarter decisions at scale.
The companies that are embracing AI now are the ones gaining a serious competitive edge, while those lagging behind risk becoming irrelevant.
AI in Customer Personalisation
Gone are the days of one-size-fits-all marketing. Today’s consumers expect brands to understand their interests and provide them with content and offers that feel tailored to their needs. AI is making this possible at a scale that humans alone could never manage.
Take Netflix and Spotify, for example. Their AI-powered recommendation engines analyse user behaviour to serve up personalised content, keeping people engaged for longer. The same principle applies to marketing. Brands can now use AI to:
- Show product recommendations based on a customer’s browsing and purchase history
- Send highly personalised emails that feel like they were written for just one person
- Tailor website experiences dynamically, changing content based on what the visitor is interested in
This level of personalisation isn’t just a nice-to-have—it’s what consumers now expect. Companies that fail to deliver risk losing customers to competitors who do it better.
Automating Marketing and Advertising
AI is also revolutionising advertising by removing much of the manual work that used to go into campaign management. Brands are using AI to:
- Optimise ad spend automatically, adjusting budgets in real time based on performance
- A/B test different versions of ads faster and more efficiently than a human team ever could
- Identify the best time to run ads based on when customers are most likely to engage
Google and Meta (formerly Facebook) have already integrated AI-driven campaign management into their platforms. Their systems automatically tweak ad placements, bidding strategies, and creative elements to ensure the highest return on investment.
For marketers, this means less time spent on manual adjustments and more time focusing on strategy and creative innovation.
AI-Powered Content Creation
Content marketing is still one of the most effective ways to attract and retain customers. But creating fresh, engaging content takes time and effort—something many businesses struggle with.
AI is stepping in to help by:
- Generating written content that matches a brand’s tone and style
- Creating video ads using AI-generated voiceovers and animations
- Suggesting blog topics and optimising headlines based on what’s trending
Tools like ChatGPT, Jasper, and Writesonic are already helping marketers generate blog posts, social media updates, and email copy at scale. AI-powered design tools like Canva and Adobe Sensei allow businesses to create high-quality visuals in minutes.
While AI-generated content still requires human oversight, it significantly reduces the time and cost of content production.
Data-Driven Decision Making
One of AI’s biggest advantages is its ability to process massive amounts of data instantly. Instead of relying on outdated reports or gut feelings, companies can now use AI to:
- Predict which customers are most likely to make a purchase
- Identify trends before they go mainstream
- Understand which marketing channels are delivering the best return on investment
AI-driven predictive analytics is helping brands make smarter, faster decisions, reducing wasted ad spend and improving overall marketing effectiveness.
For example, AI can analyse social media conversations, search trends, and customer reviews to spot emerging consumer preferences. This allows brands to adjust their messaging and product offerings before their competitors even realise what’s happening.
The Future of AI in Marketing
We’re only at the beginning of AI’s impact on marketing. In the near future, we can expect:
- More AI-powered virtual assistants helping customers with personalised shopping experiences
- AI-driven influencer marketing, matching brands with the perfect content creators
- Automated storytelling, where AI creates fully customised brand narratives for each customer
While some fear that AI will replace human marketers, the truth is that AI is a tool to enhance human creativity – not replace it. The brands that succeed will be those that blend AI-driven insights with genuine, human-centred storytelling.
As AI continues to evolve, one thing is clear – marketers who learn to harness its power will have a major advantage over those who don’t.
