Artificial intelligence in digital marketing offers the opportunity to stand out, but only when guided by a well-directed strategy.
In recent years, artificial intelligence has become increasingly present in digital marketing , transforming the way brands connect with their audiences. From chatbots that offer 24/7 support to sophisticated algorithms that personalize the user experience in real time, AI is driving a powerful revolution.
According to Salesforce , 51 % of marketing professionals already use generative AI in their daily work. For 71% of professionals, it will eliminate the most tedious part of their work.
However, it’s crucial to understand that simply adopting AI tools in marketing alone is not enough. The power no longer lies in the technology itself, or the speed at which we can produce it – but rather in the strategy behind its use.
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From creators to questioners
Historically, the power in digital marketing has always belonged to those who created the tools and solutions. They defined the rules of the game.
In contrast, with the democratization of technology and access to AI tools for marketing, control has now passed to those who have the ability to ask the right questions.
Rather than simply accepting given solutions, professionals are now questioning, adapting and shaping technology to meet their specific needs.
But what does "knowing how to ask" mean?
In the context of digital marketing, it’s about deeply understanding the needs and desires of your persona. It’s about having a clear strategy that guides the implementation of technology and its use not just as a tool, but as a strategic partner.
For example, instead of using chatbots solely as a response tool, brands are programming them to anticipate customer needs, offer proactive solutions, and even upsell or cross-sell products naturally.
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As a result, many have come to believe that AI, with its ability to quickly process information and provide real-time insights, can replace the need for human experts. However, this perspective could not be further from reality.
It’s true, AI can indeed optimize and amplify strategies. But human expertise, a deep understanding of the persona, and the ability to innovate and adapt are irreplaceable.
Having an emerging technology like AI without a clear strategy is like having a sports car without knowing how to drive it. Strategy is what guides the technology, ensuring that it is used effectively and aligned with business objectives.
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AI in marketing: tool or substitute?
AI, at its core, is a tool. It can process data, identify patterns, and provide insights. On the other hand, human expertise is essential to help these tools understand human nuances and emotions, which is essential for a good strategy.
Artificial intelligence in digital marketing is a support and does not replace people. To deal with artificial intelligence, strategic (and human) intelligence is needed.
Having an emerging technology like AI without a clear strategy is like having a sports car without knowing how to drive it.
Hook Digital, as the only Brazilian tech agency with HubSpot Elite Partner certification, understands this need. With trained and specialized teams, the agency already delivers impressive results on its own.
Our marketing, sales, growth and revenue operations (RevOps) services, for example, were already guided by people who design and execute end-to-end strategies.
Now, with the incorporation of artificial intelligence into digital marketing, Hook expands the possibilities even further, acting as strategic support to bring more complete and robust results.
AI can be an extension of strategies, amplifying and optimizing, but never replacing the human mind behind them.
Want to learn more about how Hook can optimize successful growth strategies with AI for your business? Just click the button below!