Artificial Intelligence in Digital Marketing: The New Rule of the Game
THE'artificial intelligence in digital marketing is profoundly changing the way brands and companies design campaigns, communicate and optimize results.’artificial intelligence in digital marketing It doesn't replace traditional techniques, but amplifies them, improving targeting, creativity, and data analysis: are you ready to truly exploit its potential?
This transformation is evident in digital advertising, where AI becomes a powerful boost that supports personalization, asset creation, and understanding consumer behavior. Human input remains central: marketers provide context, objectives, and strategic direction, while algorithms perform billions of micro-optimizations in real time that are impossible to manage manually.
As highlighted by Jacopo Allegrini, sales retail director at Google Italy, we live in an exciting time where AI is transforming the shopping experience, for both consumers and advertisers. At Google, AI is being integrated into tools and platforms to make shopping experiences more intuitive, multimodal, and engaging across the entire user journey.
Artificial Intelligence in Digital Marketing: User Experience and Multimodal Search
One of the most obvious impacts of the’artificial intelligence in digital marketing It concerns the way people search for information online. Queries are becoming longer, more complex, and more natural, often incorporating multiple aspects into a single question, and search engines are now able to interpret them thanks to advanced AI models.
Multimodal AI allows you to seamlessly combine text, programming languages, audio, images, and video. This makes search more natural and closer to human language, but it also changes the rules of ranking: it's no longer just keywords that matter, but the combination of textual and visual cues that help algorithms understand the content.
There very definition of artificial intelligence It focuses on machines' ability to learn and generalize from large amounts of data. Applied to search and marketing, this capability translates into more relevant results, proactive suggestions, and generative responses that synthesize information from multiple sources.
For brands, this means rethinking content and creativity according to an “AI-first” logic: it's no longer enough to be accurate, it must be easily interpretable by algorithms and truly useful for users in multimodal contexts (text + images + video).
AI and the Foundations of Digital Marketing: Personalization, Analytics, and Assets
From a marketers' point of view, the’artificial intelligence in digital marketing It acts as an amplifier of the marketing foundation. Personalization, analytics, and asset creation are enhanced by models that analyze large volumes of data in real time, identifying otherwise invisible patterns.
AI supports the definition of the right message, to the right person, at the right time, overcoming the limitations of manual campaigns. This is not a new phenomenon: AI has been the foundation of Google Ads optimization tools for over a decade, but today the qualitative leap is evident in features like Performance Max and the generative solutions integrated into advertising platforms.
Performance Max is an objective-based campaign type that allows you to access your entire Google Ads inventory with a single campaign, covering channels like YouTube, Search, Maps, and other placements. It's particularly interesting for retail because it allows you to optimize for specific objectives: increasing online sales, generating leads, and increasing store visits, with a integrated online/offline view.
The generative component of AI brings a further level of innovation. In Google Ads, tools like Nano Banana Pro allow you to create new creative assets—text, images, and videos—in seconds that can be instantly customized for different audiences. This dramatically reduces production times and allows you to test creative variations at scale.
AI, however, remains an enhancer: the difference between a successful strategy and an ineffective one always depends on human input, the quality of the brief, the clarity of business objectives, and the ability to correctly interpret the insights generated by algorithms.
AI-readable content and the role of visuals in new research
In a context dominated by the’artificial intelligence in digital marketing, it's becoming essential to produce "AI-readable" content, designed to be easily summarized, associated, and retrieved by generative response tools and recommendation systems. Accurate text is no longer enough: structure, clarity, and added value are needed.
To be truly relevant, content must directly address search intent, with clear sections, explicit subheadings, concrete examples, comparisons, use cases, and contextual insights. This approach is particularly important in SERPs enriched with information panels and AI responses, where the algorithm selects and summarizes the most valuable content.
At the same time, visual search and multimodal experiences are becoming increasingly important in the purchasing journey. According to leading industry analysts, the quality, variety, and consistency of images are now among the key entry points in the consumer journey, especially in the retail, fashion, design, and food sectors.
Optimizing the visual component means not only focusing on aesthetics and branding, but also on metadata, semantic consistency, and context of use, to allow AI models to correctly understand what images represent. Tools like Google Lens, or the visual features integrated into search engines, further amplify the importance of visuals in digital touchpoints.
To delve deeper into the topic of research and digital consumer behavior, it is also useful to consult the official reports of Eurostat and the analyses of Deloitte, which highlight how perceived value and the integrated online/offline experience are now decisive in purchasing decisions.
Advanced targeting and AI-based agentic tools
Targeting remains one of the key elements for the conversion of a campaign and the’artificial intelligence in digital marketing offers decisive advantages in this area. One of the biggest challenges for advertisers is to stand out from the information noise with truly relevant messages for the most relevant audiences.
Generic marketing risks being impersonal, while good targeting, supported by AI, allows you to align offers and communications with people's real needs. Google's AI analyzes vast amounts of data to ensure that ads connect with audiences on a deeper level, going beyond simple demographics.
Tools like AI Max analyze purchasing patterns and behaviors, identifying distinct customer segments and translating complex data into clear, actionable recommendations. The dashboard can, for example, suggest a back-to-school campaign with a specific target audience, or highlight growing interest in a product category in a new, emerging segment.
This ability to forecast demand helps ensure that the most popular items are actually available to those who want them, directly impacting sales and customer satisfaction. Agentic tools such as Ads Advisor and Analytics Advisor, available globally (in English) within Google Ads and Google Analytics profiles, also support the decision-making process.
Analytics Advisor acts as a personal data-driven analyst: it investigates performance changes, identifies the causes of spikes or dips, and suggests growth actions with detailed instructions to convert or re-engage your most valuable users. Ads Advisor, on the other hand, applies the suggested changes directly to your account, subject to approval, turning insights into concrete targeting and performance optimizations.
Max Performance Campaigns and the Role of Creators in the Purchase Journey
Within the evolution driven by the’artificial intelligence in digital marketing, Performance Max campaigns are an interesting case study for understanding how to orchestrate different channels and formats in an automated way. Performance Max allows you to cover all your Google Ads inventory, including YouTube, Search, and Maps, from a single campaign.
To best utilize this type of campaign, it's essential to clearly define conversion objectives (online sales, leads, in-store visits) and provide as many creative assets as possible: text, images, videos, vertical and horizontal formats. The more variants AI provides, the greater the platform's ability to identify winning combinations for each audience segment.
It's also helpful to leverage Performance Max's automatic asset generation capabilities, guiding the AI with clear and specific prompts. Finally, providing audience lists (first-party data, customer lists, known interests) helps Google AI optimize performance faster while continuing to explore potentially profitable new segments.
Additionally, creators play an increasingly central role in building trust. On platforms like YouTube, creators produce in-depth content, reviews, and demonstrations that help users evaluate product quality and imagine how they might actually use them. According to Deloitte US, 7 out of 10 consumers seek value in their purchasing journey, and a recommendation from a credible creator carries significant weight.
For brands, it's crucial to build authentic collaborations that go beyond simple commercial videos and respect the creator's style and values. YouTube's BrandConnect suite was created specifically to facilitate the meeting between brands and creators, allowing them to create sponsored content, amplify existing campaigns, and measure their results.
Partnership ads hosted on creator channels can generate up to 20% higher conversions in the YouTube Shorts feed than ads that only feature the advertiser's branding. Short formats like Shorts are particularly effective for unboxings, gift ideas, and quick inspiration, especially during peak seasons.
Artificial Intelligence in Digital Marketing: Impact on Marketing and Business
THE'artificial intelligence in digital marketing It has a direct impact on marketing strategies, customer experience, and business performance. By automating repetitive tasks and analysis, teams can focus on creativity, positioning, and the development of new, value-added offerings.
In terms of strategy, AI enables a more data-driven and iterative approach: multiple variants are tested in parallel, insights are gathered in real time, and content, offers, and audiences are adjusted based on what actually works. This applies to both paid campaigns and the production of SEO-oriented content designed for generative algorithms.
From a customer experience perspective, AI enables personalized journeys at scale: more relevant messages, product recommendations based on real behavior, intelligent chat, and conversational automation that reduce response times and friction in the customer journey. In highly complex industries (finance, telecommunications, multichannel retail), this translates into greater satisfaction and loyalty.
For businesses, the benefits are measured in improved return on advertising investment, greater operational efficiency, and a greater ability to forecast demand. Companies that structurally integrate AI into their marketing activities are able to make faster decisions, based on numerical evidence rather than just intuition.
Finally, AI opens up new opportunities for product and service innovation, thanks to the ability to analyze feedback, reviews, usage patterns, and supporting data to identify emerging needs and develop targeted solutions.
How SendApp Can Help with Artificial Intelligence in Digital Marketing
Integrate the’artificial intelligence in digital marketing It also means bringing automation and personalization to people's most used messaging channels, like WhatsApp. In this scenario, SendApp offers an ecosystem of solutions designed to unite official APIs, advanced automations, and operational team management.
With SendApp Official (WhatsApp Business API) Companies can connect their CRM, e-commerce, and advertising platforms to conversational channels. This allows them to trigger automated flows based on events (cart abandonment, campaign leads, support requests) and leverage AI to orchestrate relevant, segmented, and measurable messages.
SendApp Agent It allows you to centrally manage WhatsApp conversations between sales and support teams, automatically distributing chats, monitoring agent performance, and integrating intelligent auto-replies. This way, artificial intelligence supports human agents, who can focus on the most complex and high-value cases.
For companies that want to bring the logic of Performance Max and automations to the world of messaging, SendApp Cloud offers advanced automation, segmentation, and campaign management features on WhatsApp. You can define dynamic conversational journeys, triggers based on behavioral data, and sending rules that leverage insights from analytics and AI systems.
Integrating the’artificial intelligence in digital marketing With SendApp solutions, brands can create a consistent customer experience across advertising, websites, e-commerce, and WhatsApp conversations. The next step is to launch a pilot project: request a dedicated consultation on WhatsApp Business and test SendApp's features to bring AI and automation to the heart of your conversational marketing strategies.
