Authored by: Alok Pandey, VP - Sales & Marketing, Xapads Media

We live in a phygital world or I would like to say the cyberverse which actually complements the digital universe because of Artificial Intelligence. Though the term gained its name in 1956; but, with evolutions in technological infrastructures, it has rapidly evolved from a mere concept to a transformative force revolutionizing the marketing and branding landscape. Ranging from Machine Learning to Big Data Analytics, Robotics to Natural Language Processing and now Predictive and Generative AI, it caters to marketers with real-time results and has also become the limelight for the digital landscape in every sense.

In India, the annual growth rate of the AI market (CAGR 2023-2030) is expected to grow 20.01%, resulting in a market volume of US$14.72 bn by 2030 (source: Statista). This is because its predictive algorithms and data modelling mechanism are revolutionizing the AdTech industry, making no stone unturned for brands to dive deeper into its space. Since they can easily make informed decisions, aligned with real-time business goals and objectives.

This is why AI has become a priority in marketers' advertising toolkits because of its way of streamlining business operations using its data maths. It is making a significant impact in digital marketing because, via its offerings such as Strategy & Planning, Audience Targeting & Ad Placement, Product Management, Recommendation & Personalization, brands have started edging their advertising efforts towards a sustainable AdTech ecosystem.

Owing to this, brands have started adapting to AI mechanisms because they get an opportunity to maintain their supply chain, media trading and commodity pricing which further improvises their brand safety. Thus, the global market revenue of AI in marketing in 2023 is expected to grow from 27.4 billion U.S. dollars to 107.4 billion U.S. dollars in 2028 as marketers can save a big chunk of their advertising budget with effective monetization (source: Statista). This is because AI helps them with predictive insights before making final decisions that efficiently optimise the campaign performance.

Here’s how AI-based solutions are revolutionising the industry & helping brands ace the digital marketing game:

AI is massively revamping digital marketing efforts with the best of its accuracy, automation and speed. Its smart and intelligent solutions address the right audience, analyze their emotions, gather insights and synthesize ad experience via its metrics. AI sense users' expectations from brands and serves them with exactly what they want, tailored to their personalized interests. For example, sometimes we think or talk of something (let’s say jewellery or specific cafés) and after a few minutes while engaging with our smartphones, we get the ads or offerings related to that either on social media or on other interactive touchpoints. This is the magic of AI that it analyzes human sentiments and understands what they need.

This helps marketers to fill the void among brands & consumers and develop a personalised connection with them along with a trust factor towards their offerings. As a result, it drives the lion’s share of revenue where ad practices get supercharged by tapping into the precise consumers. Because, when the audience gets served with the content of their wants perhaps, they frequently return to a brand that leads to quality results.
 

Hence, AI in the AdTech landscape is revolutionising and booming with leaps & bounds and brands have started thriving due to its fast adoption which transforms audience targeting and campaign execution that also drive positive user experience.

Additionally, AI-powered utilities such as strategic frameworks and intelligence along with data collection and consumer identification enable brands to stay updated with ongoing market scenarios and boost their sales throttle on a timely basis. This is yet another reason why AI is developing the digital ad ecosystem making India an AI-savvy nation as well. Since it helps marketers to better allocate their advertising spends on the right network that generates quality and genuine traffic, maintaining brand safety and sanity. So, it can be said that AI’s cutting-edge technologies surely reinvent the human experience with a better version of personalisation. Therefore, AI-embedded ad marketing practices are rising hugely which is fulfilling India with digital prosperity, making it a developed economic country.

AI is definitely a way forward and the future of the digital ecosystem in all ways, because brands have already started adapting to its innovations to sustain efficiently in the AdTech universe. This enables them to create personalised experiences for users and develop advertising strategies to better target potential consumers. So, with AI poised to continue, marketers must dedicate their efforts towards AI-driven practices to drive better ROAS and make the most out of their marketing campaigns.