This expert argues that we are heading towards a future where the predictive and generative capabilities of AI will make the difference between companies.
It’s almost impossible not to have noticed the revolution that artificial intelligence (AI) has brought to the world today. While it’s true that AI already played an important role some time ago, it seems that it is now truly beginning to change the rules of the game.
The year 2025 will continue to see the future of digital marketing materialized in two great forces: artificial intelligence and marketing automation. These technologies are not only changing the way companies interact with their communities, but have become a differentiating skill for marketing professionals, capable of communicating and understanding large language models (LLM) to make better decisions.
There will come a time when, as is already the case with electricity, for example, the use of AI will no longer be discussed and will begin to be taken for granted to improve thousands of processes and optimize data.
Personalization in email marketing or the creation of personalized campaigns are just a small taste of what is to come. We are heading towards a future where the predictive and generative capabilities of AI, in addition to real-time analysis, will make the difference between companies and entrepreneurs who lead the market and those who are unable to ride this wave of opportunities.
AI and marketing automation
Marketing automation is here to stay and improve the performance of our campaigns. A clear example is PPC automation, a technology that allows pay-per-click campaigns to be adjusted in real-time to maximize their performance. Tools such as Google Ads already use advanced algorithms that learn from past interactions to adjust bids, freeing marketers from repetitive and manual tasks.
On the other hand, Meta also continues to emphasize AI-based tools for marketing professionals. Its Advantage+ campaigns, for example, use AI to optimize ad performance. In this sense, automation is essential to improve the efficiency of companies, making campaign management easier.
The ability to make informed decisions almost instantly is one of the great differentiators that artificial intelligence brings.
AI in content creation
Another area in which AI is revolutionizing digital marketing is content creation. Marketing teams are able to adapt language to different audiences or even create personalized ads based on user behavior. The goal of content creation with generative AI should be to more meaningfully target users of each of our channels and improve their interest and engagement.
According to Gartner, by 2027, more than 50% of generative AI models used by businesses will be specific to their industry or department. Top-performing conversational chats, such as Perplexity, have also performed well in generating texts for product descriptions, articles, and trend summaries. And media outlets are not left out either. The Washington Post has created its own technology, called Heliograf, to almost instantly cover news, data, and statistics on local games.
In the video field, tools like Opus Clip can help us transform a long video into a short one for our social networks, and Synthesia can help us generate our own avatar for our videos. BHuman gives us the opportunity to personalize first-person videos to send to clients in our CRM and significantly increase the sense of personalization in our communications.
As far as images are concerned, Midjourney is here to stay in the field of generating visual proposals from a prompt . But more and more image banks are joining this initiative, such as Lummi, which focuses on offering highly aesthetic editorial images generated by creative profiles from all over the world.
Predictive AI in data analysis
One of the great strengths of artificial intelligence in marketing lies in its ability to anticipate consumer behavior. This is possible by collecting and analyzing relevant data from our users (purchasing behaviors, community interactions, content preferences, interests, etc.).
Thanks to AI resources, it is possible to take advantage of this information to identify significant behaviors and generate more valuable content for our audience. Companies that manage to collect quality data and interpret it with AI tools in order to detect trends and patterns will win the race. Especially if this exercise is part of the decision-making within our digital content strategy.
One of the main strengths of AI in marketing is its ability to predict consumer behavior. This is made possible by the data collection and analysis carried out by companies that are pioneering the technology.
It is now possible to use our CRM data to analyse significant behaviours and combine them with AI applications. Machine learning algorithms are able to help us identify behaviour patterns and future trends in large amounts of user data. Incorporating this exercise into the decision-making of our digital strategy will ensure our success in the future.
A study by McKinsey & Company showed that Amazon generated 35% of its revenue from product recommendations made both on its website and through email marketing strategies. This predictive capability allows brands to personalize their offering in real-time, offering products or services that provide real value to potential customers.
At this point, it is also important to consider the privacy of sensitive data for our company before sharing it with large language models. Ideally, you should seek legal advice and research privacy when using data for AI services, as well as consider the possibility of setting up a private model.
Artificial intelligence still has a long way to go in the professional and personal spheres of our lives. And in this evolution, it will be essential to pay attention to the ethical framework that helps us regulate its positive impact.
In Spain, entities such as the Spanish Data Protection Agency (AEPD) and the National AI Strategy (ENIA) play an important role in helping us regulate AI models. In addition, at the Meta Performance Marketing Summit , the company itself also shared with us the fact that it is promoting initiatives to promote the regulation and ethical use of AI.
This is why finding a balance between innovation and responsibility will also represent a new challenge for all those companies, marketing professionals and entrepreneurs who give AI an increasingly significant role in their strategy.
