AI in Marketing: How to Use It the Right Way

Artificial intelligence is surely transforming word so marketing has no escape, it can feel overwhelming with all the technical terms and categories floating around.

Let’s break it down into something simple: AI in marketing can be classified based on how smart it is and how it fits into a business.

Some AI tool like chatbots or recommendation engines!!!can belong to different categories depending on how they’re used. But at a high level, AI in marketing falls into four types. Let’s explore them.

Two Types of AI Intelligence in Marketing

Task Automation AI: Think of this as AI doing simple, repetitive tasks. It follows rules but doesn’t "think" beyond them. For example, an email automation tool that sends welcome emails to new customers or a chatbot that gives pre-set responses to FAQs.

Machine Learning AI: This is where AI gets smarter. Instead of just following rules, it learns from data to make better decisions over time. It powers things like product recommendations (think Amazon or Netflix), predictive sales scoring (like Salesforce Einstein), and automated ad targeting (like Google Ads’ smart bidding).

Standalone vs. Integrated AI: Where Does It Fit?

AI tools can either be:

Standalone : These are separate tools that work outside of your main marketing platforms. For example, Behr (a paint company) created an AI-powered color discovery app to help customers choose paint colors based on emotions. But the actual purchase happens outside the app.

Integrated : This AI works behind the scenes, directly within marketing systems. Netflix’s recommendation engine, Google Ads’ automated bidding, and CRM-based lead scoring are examples of AI that’s deeply embedded into existing platforms.

The Four Types of Marketing AI

Now, if we combine intelligence (simple vs. smart) and placement (standalone vs. integrated), we get four categories:

Basic Standalone AI :Simple tools that do one task, like a chatbot answering FAQs.

Basic Integrated AI :AI that automates tasks inside a system, like CRM-based email automation.

Advanced Standalone AI :AI-powered apps that make predictions but work separately, like Some Advisor, which recommends skincare but isn’t integrated into major retail platforms.

Advanced Integrated AI :The gold standard! AI that works within marketing platforms, like predictive lead scoring or AI-powered ad buying.

The Best AI Approach? Start Small, Think Big

Step 1: Begin with simple automation. If you're new to AI, start with tools that handle repetitive tasks!!! email automation, chatbots, or customer service routing.

Step 2: Move to machine learning. Once you gather enough data, explore smarter AI tools.

Step 3: Integrate AI into core marketing platforms. This is where real value comes in. Integrated AI can boost efficiency, optimize campaigns, and improve personalization. You can use it for machine learning to analyze market trends and pricing, increasing profits by upto 5%.

The Future: Smarter, More Automated Marketing

As AI evolves, many marketing decisions—like ad buying, email personalization, and even content creation—will be fully automated. you might have already seen the magic of PMAX in simple google ads. Some areas, like campaign strategy and creative storytelling, will still need human expertise, but AI will assist by providing data-driven insights.

However, businesses need to be mindful of privacy and ethics. Customers want personalization, but they also care about how their data is used.

Companies like Procter & Gamble (Olay) have already integrated AI into their websites but struggle to do the same on third-party platforms like Amazon. This highlights a challenge: AI works best when fully integrated, but brands don’t always control external platforms.

Final Thoughts: AI Is Here!!! Are You Ready?

As i always say AI isn’t just a trend; it’s becoming essential in marketing. Businesses that embrace it early Now!!! starting with automation and moving toward integrated AI—will have a huge competitive advantage.

The key is to start simple, keep gathering data, and gradually introduce smarter, integrated AI into your marketing strategy.

What’s your experience with AI in marketing? Are you using automation, machine learning, or a mix of both?