AI's Transformative Impact on Digital Marketing Business: Kushagra Anand explores the pros and cons

Artificial Intelligence has become a hot-topic amongst professionals in various industries. But AI’s importance transcends beyond being a helpful tool for professionals. Governments around the world are taking a keen interest in AI’s capabilities and potential. Most recently, points regarding Artificial Intelligence were included in the bilateral agreements signed during PM Modi's recent state visit to the US.

The digital marketing landscape is always in step with technological developments and has embraced AI. The current market size of India's digital marketing business is an impressive USD 4.5 billion. However, this thriving industry faces a threat from the increasing dominance of automation tools, including AI and Chat-GPT, impacting marketing professionals and society as a whole.

Digital marketing specialist Kushagra Anand is the Founder of PressVerse, a leading digital marketing firm. He notes that The emergence of AI tools is revolutionising the way marketers approach their work. Tools like Grammarly and ChatGPT are immensely helpful to digital marketing professionals and ease their workload immensely.

AI's impact on digital marketing is evident in several ways. Firstly, AI-driven content generation tools streamline content creation processes, leading to a 25% increase in overall content output for companies, resulting in improved website traffic and engagement.

Secondly, AI-powered chat tools, like chatbots, offer real-time and personalised customer support, leading to a 35% increase in customer satisfaction and a 10-20% increase in conversion rates for businesses using AI-driven personalisation.

Thirdly, AI tools have transformed influencer marketing by identifying relevant influencers based on social media presence and audience demographics, leading to more authentic and effective brand collaborations.

Despite its transformative benefits, Kushagra also acknowledges potential threats posed by AI. Job displacement is a grave concern, as AI's automation capabilities may reduce the need for human intervention, impacting marketing professionals. Privacy concerns arise from AI's hyper-personalization, potentially exploiting vulnerabilities if misused. Additionally, the rise of AI-driven misinformation and deepfake technologies poses risks to brand reputation and consumer trust, demanding vigilant monitoring and regulation.

As marketers and businesses adopt AI in their strategies, they must navigate these opportunities and challenges wisely to leverage its full potential and ensure a sustainable and responsible approach to digital marketing.