Technology has made great strides during the last few decades and has left significant footprints for digital marketers to reach both organizational objectives and audiences. The advent of machine learning and artificial intelligence (AI) plays a critical role in policy formation and enabling data-driven decisions. Today, organizations are opening themselves to adopt new ways of thinking with the multifarious benefits of modern technologies that are available in the market. Of which, AI is regarded as a historic revolution since the internet in the digital marketing arena as it enables marketers to think creatively and align efforts with their strategic goals.

Large companies are making extensive endeavors to bring in ad transparency and simultaneously AI helps them to find the fraud clicks and attributes true ad views through anomaly detection technology. Machine learning techniques facilitate companies to reduce banner advertisement costs and reduce the trial–and-test model by centralizing the data from various platforms along with real-time KPI insights.

With the help of software as a service (SAAS), organizations, especially B2B and e-commerce companies are driving toward drip e-mail marketing programs. Machine learning has brought in the much-needed human touch to e-mail processes, and workflow charts change more dynamically.

Furthermore, AI tools are used by Salesforce users to automatically summarize a long e-mail thread and improve business development workforce productivity. Also, the importance of AI tools in content generation is immense. The deep learning system uses some templates to describe the product in a unique way eventually reducing the workloads of content writers in e-commerce businesses. Chatbots have also played a crucial role in digital marketing. It can generate ideas based on previous conversations and make it more engaging in terms of how business and customer relations are maintained. Additionally, in case of sophisticated issues, AI-powered chatbots can filter out and accordingly direct conversations toward human intervention in the form of customer service support.