In the era of print publications, marketing was as simple as posting a well-designed ad in the right magazine. Today, however, marketers are required to work across a seemingly ever-expanding selection of channels. From inboxes to postboxes, television to social media, we’re combining physical, digital, print, and traditional marketing across all our campaign strategies. As such, digital marketers today actually have to wear a lot of different hats.

While digital marketing may have originally been considered supplementary to traditional methods, new digital trends have become the dominant means of marketing since 2015. Most recently, the swift rise of artificial intelligence over the past few years has also presented a considerable disruptor to what we used to know as marketing, both historically and even recently. Understanding this shift is critical for businesses and marketers who hope to successfully reach and connect with the audiences of today.

Key AI Innovations Shaping Digital Marketing

For digital marketers today, it’s well worth familiarising yourself with some of the many AI innovations that are set to shake up the digital landscape in a major way.

Here are some of the latest ways that artificial intelligence is shaking up digital marketing worldwide.

Video Production & Editing

In this age of information convenience and bite-sized learning, video marketing is king – particularly short-form videos that thrive on social media apps where they can be shared effortlessly. Because video production can be both laborious and resource-intensive, it was often considered inaccessible for many marketing teams with smaller budgets. But with the rise of AI, video content generation is easier than ever to pursue as a marketing tactic.

Thanks to generative AI video editing tools, even novice content creators can use AI for video editing to help support faster, easier, content rollout. Programs like Adobe’s Premiere Pro are packed with AI video editing features that simplify complex tasks and speed up the editing and distribution processes all in one place.

We’re seeing similar innovation in AI editing for photos as well. Nifty built-in generative tools like AI generative fill can even be used to fill in empty space or remove figures from backgrounds, allowing users to get more out of both their video footage and image assets. All you need to learn is what’s possible, and how you can prompt the AI tools to deliver the results you need.

Content Creation & Copywriting

With LLMs (Language Learning Models), writing text is also now faster and easier as well, making copywriting more accessible to digital marketers everywhere. By producing AI-generated ad copy and product descriptions, digital marketers can populate a website or blog with SEO-informed writing with significantly less time investment. This can make it easier to get business ideas from the conceptualization stage through to the realization stage.

Similarly, AI can be used to write scripts for social media posts. Trending hashtags and trends can inspire the AI prompts, producing a highly effective viral marketing campaign in only a few seconds.

Content marketing already looks very different in the digital marketing age, and thanks to AI, the potential is changing day by day. By taking advantage of AI tools for copywriting and content creation, digital marketers are able to tap into short-lived trends while they’re hot for optimal output.

Chatbots & Conversational AI

AI is primed to help brands take over many of the humdrum aspects of marketing, such as 24/7 customer support and engagement. Rather than hiring someone to operate a customer support line for only eight hours, an AI chatbot can provide the same service all hours of the day and automate the process of creating and fulfilling tickets for all your client inquiries and concerns.

Chatbots can answer frequently asked questions quickly while providing guidance towards different support pages and resources. If a customer has a complex issue that needs in-depth support to be solved, then AI can filter requests that need a human solution and triage them based on expediency. AI can even schedule callback appointments for real agents to get in touch with customers needing assistance.

Because LLMs are trained using real-life examples of human language, chatbots can sound very similar to real people, providing “micro-moments” of interaction. This may be sufficient for quick fixes and enquiries and can provide customers assurance that they can reach out for more information. It is likely that we will soon live in a reality where an AI chatbot will be able to close a deal, adding another invaluable tool in a digital marketer’s toolbelt.

Online & Visual Searches

SEO has always been the name of the game when looking to boost your brand visibility and authority online – but with more SERPs integrating AI-generated results now too, GEO is rapidly becoming a must-invest. If you’re a little out of the loop, GEO stands for ‘Generative Engine Optimization’. This new-age approach to search engine domination focuses on optimizing content to rank for AI overviews at the top of search result pages, offering a newer, one-click way for searchers to access information.

GEO provides a bit of a ‘good news, bad news’ situation to digital marketers. With more searchers getting the information they need without necessarily needing to click through to your website, SEO is getting a little harder. But being a recognized source of authority in your niche by search engine visibility is still up for grabs. The good news is that we’re seeing more SEO marketing tools integrate AI search results into their datasets, giving digital marketers the insights they need to get those AI rankings.

AI can also be used to help people identify things online with pictures. If someone sees a purse or couch that they want to learn more about, then they can upload pictures or screenshots from videos to Google Lens, which will identify what brand something is and provide links to company websites. Here, following SEO best practices like making sure all your images have relevant metadata (i.e. relevant file names, schema, etc.), you can boost the likelihood of your visual content appearing in image-based search results that are also growing more common across mobile-based search functions like Google Lens.

AI Innovations Set To Enhance Digital Marketing Methods

Marketing has always been defined by technological adaptation, and today, artificial intelligence is ushering in the next phase in innovation. AI has already quickly started reshaping how brands can connect with audiences. From video production to copywriting, AI is no longer simply a computer tool. Instead, it’s becoming the new cornerstone of modern digital marketing.

For businesses and marketers, the challenge is not whether to embrace AI, but how to do so responsibly and creatively. Those who understand its potential and learn to harness it effectively will be best positioned to stand out in an increasingly competitive digital landscape. As AI continues to evolve, one thing remains clear: the future of digital marketing will be smarter, faster, and more personalised than ever before.