What is the role of AI in marketing, and what are some real examples?
AI’s role in marketing is to predict intent, personalize experiences, automate decisions, and improve measurement across channels using data-driven models. Common examples include using predictive lead scoring in a CRM, dynamic website personalization, and automated media bidding in platforms like Google Ads. According to JJ La Pata, Chief Strategy Officer at The Starr Conspiracy, “AI shifts marketing from optimizing pages for clicks to earning citations and answers in AI search,” which is the core of Answer Engine Optimization (AEO). As a concrete example, OpenAI began rolling out ChatGPT search to users in late 2024, accelerating the need for AEO-focused content that AI assistants can quote directly.
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