t’s become a powerful technology to drive personalization, predictive analytics, customer experience, and much more.
That’s why marketing leaders are implementing AI-driven initiatives in their marketing strategies, with many believing the technology will have a ‘big impact’ on productivity (50%), efficiency (45%), and innovation (38%), according to our ‘2024 Global Digital Skills & Training Report: Insights from Corporate Leaders’ report.
Efficiency, automation, and cost reduction
AI takes repetitive work off the table and speeds up routine execution, from summarizing customer conversations to drafting responses and triaging requests.
In Salesforce’s 2024–2025 research, 95% of decision-makers at organizations using AI report time and cost savings, and 92% say generative AI improves service quality—a double effect that lowers operating costs while keeping response times tight.
For media operations, automation extends to bidding, budget reallocation, creative testing, and measurement—workflows that once soaked up analyst hours.
Personalization at scale
Personalization isn’t a “nice to have” anymore. As said in the introduction, McKinsey’s 2025 update reiterates a durable finding: around 71% of consumers expect personalized interactions, and 76% are frustrated when they don’t get them. AI makes that level of relevance practical by scoring propensity, selecting content, and sequencing messages per individual—continuously and at volume.
Real-time optimization and smarter targeting
Modern buying platforms use models to evaluate each impression and adjust bids, creatives, and frequency in near real time. On the supply side, AI features such as bid shading and win-rate prediction reduce media waste while preserving reach; production results in RTB systems show lower eCPM/eCPC/eCPA and higher surplus when algorithmic shading is applied.
Industry coverage also shows AI curation and optimization moving deeper into the sell side, tightening feedback loops between buyers and SSPs.
💡 For a practical view of how this plays out in inventory and yield decisions, see AI Digital’s post on supply-path improvements: Supply-side optimisation with AI.
That’s why marketing leaders are implementing AI-driven initiatives
In this article, we’ll break down what AI means for digital marketing, examples of its use, challenges and tools (not just ChatGPT), and explore the skills you need
