In 2024, AI for digital agencies made significant strides in becoming a core tool for marketing processes. Artificial intelligence was widely integrated into leading advertising platforms, offering capabilities such as targeting, suggesting ad copy variations, optimising campaigns, and more. The questions we all have are: what’s next for AI in marketing? How is AI reshaping marketing trends for digital agencies? What new advancements or directions should we anticipate as the role of AI continues to grow in the field?

1.   The new era of AI-powered marketing for digital agencies

With AI-powered support, we now have the insights to adjust campaigns in real-time. Human error has always been a risk in data analysis, but AI does this easily and quickly. Now, marketing professionals can make better decisions for clients, leading to more profitable results.

For example, using AI tools like Google’s AI-driven bidding system to automate ad placement and adjust bids based on past success saves time while maximising ROI by reaching the right audiences at the ideal moment.

2.   Personalisation at scale for local and global audiences

One of the more exciting aspects of AI for digital agencies is its ability to deliver personalisation at scale. Whether your client’s audience is local or global, AI allows for the delivery of highly customised experiences for potential and existing customers.

AI uses data from various sources, including browsing history, location, and behavioural patterns, to create segments within audiences. This enables tailored messaging, products, and services to each group, maximising engagement and conversions.

For example, Dynamic Yield is an AI tool that allows marketers to personalise and optimise every digital experience. It lets you see the website visitor’s preferences, such as what they like, what they click on, and how they behave. This type of technology is highly effective, and already in use on platforms like Meta Ads. By applying similar logic to websites and landing pages, these AI-driven capabilities become a game changer for digital agencies. 

A valuable complement to this tool is Adobe Target. Let’s say you have two headline options for a client’s website. This AI tool allows you to present each headline to different user groups and shows which option generates more clicks or sales. While this kind of technology has existed for a while, AI removes much of the manual effort from the process. 

3.   AI automation tools for impactful content creation and campaign management

Automation is one of the key advantages of incorporating AI into marketing workflows. There are plenty of AI-powered automation tools, all specialising in different areas. Some generate content while others optimise ad campaigns and help manage social media accounts.

For example, HubSpot’s AI-powered CRM enhances customer relationship management through automation and insights to create hyper-targeted campaigns. The tool segments audiences by demographic, behaviour, and preferences, delivering content most relevant to each individual, whether local customers or global leads.

4.   AI-driven data analysis to turn data into smart decisions 

We know that data is invaluable in digital marketing, but it’s not always easy to make sense of these vast information libraries. Predictive analytics, powered by AI, is now less of a trend and more of a necessity to stay competitive for digital agencies. As the logical next step in data-driven marketing, predictive analytics is essential for forecasting trends, anticipating consumer behaviour, and adjusting marketing strategies before trends fully emerge. 

AI-powered platforms like Tableau or Google Analytics 4 unlock insights to fine-tune client strategies, leading to more targeted, impactful campaigns.  

5.   Integrating AI with existing marketing workflows 

AI for digital agencies should complement existing processes to enhance performance and efficiency, so this doesn’t mean completely overhauling your current marketing workflows. Integrate AI into various stages of your workflow, from content creation to customer engagement and campaign management. 

Successful integration requires careful planning – selecting the right AI tools that align with your objectives, training your team to use them effectively, and constantly adapting workflows as new AI capabilities become available.

Ready to leverage the full potential of AI for your digital agency and clients? Book a free GEO consultation and discover how we can help you integrate AI seamlessly into your operations for future-ready campaigns.