Artificial intelligence is profoundly transforming marketing through task automation, advanced customer data analysis, and campaign personalization. Thanks to tools like chatbots and predictive analytics, brands are now able to anticipate consumer needs. In France, 65% of companies report using AI technologies to optimize their marketing strategies, particularly in e-commerce and digital marketing (source: HubSpot). Machine learning, sentiment analysis, and programmatic advertising are just some of the innovations that help marketing teams make more informed decisions, increase the impact of their campaigns, and improve customer loyalty.
What is the impact of artificial intelligence on marketing?
Artificial intelligence is reshaping marketing through increased personalization and unprecedented productivity gains. Businesses must create tailored experiences. More than 80% of customers say that the experience provided by a company is as important as its products or services (source: Salesforce).
AI in customer data management
Artificial intelligence is revolutionizing customer data management in marketing by rapidly analyzing massive amounts of information. It detects consumer behavior, personalizes offers, and can even predict future actions: which items will they buy? Who will abandon their shopping cart? By adapting marketing campaigns in real time, AI improves the customer experience while increasing the company’s return on investment. For example, it enables the creation of highly personalized banners to boost conversions. AI also automates repetitive tasks, such as sending emails or managing social media, allowing teams to focus on more strategic activities. This data-driven approach—making strategic decisions based on data analysis and interpretation—strengthens customer loyalty and ensures continuous performance improvement. Companies operating in this market will gain a significant competitive advantage.
AI at the heart of personalized content creation
Marketing content is becoming increasingly personalized. Tools automatically send customized emails based on user actions on a website. For example, if a visitor downloads a white paper about a specific product, the AI system can trigger a series of targeted emails with offers dedicated to that product. Salespeople are already using AI to personalize their prospecting emails. Engagement increases, and so do conversion rates.
AI at the service of customer experience
Companies that focus on user experience see their revenue increase significantly. UX leaders, according to Forbes, experience an average growth of 17% over five years. Thanks to AI, marketers can leverage customer preferences, purchasing behavior, and online interactions. This information, collected through digital platforms or tracking tools, allows for real-time refinement of marketing campaigns to define target audiences and personalize messages, offers, and products. For example, Skeepers, a French company, uses AI to transform customer reviews into actionable data. By analyzing the comments left by consumers, Skeepers is able to identify areas for improvement in the purchasing process and provide precise insights to optimize the experience. This ability to personalize the experience and anticipate customer needs is a key factor in increasing customer satisfaction and loyalty. AI helps businesses identify critical moments in the buying journey to adjust their marketing strategies (e.g., engagement, conversion).
The use of AI in digital marketing
In digital marketing, AI plays a key role in generating real-time advertising campaigns. For example, Criteo, the French company specializing in retargeting advertising, continuously analyzes the data collected by its tracking pixels to automatically adjust campaign parameters (CPC, targeting, content, or ad format).
AI and social networks
Brands are moving beyond simply scheduling posts to adopt a more strategic approach. Consumers need to feel unique, as 69% of them expect a response tailored to their needs (source: Salesforce). They increasingly seek personalized interactions on social media. AI creates a more intimate customer relationship, a key factor in turning interactions into business opportunities.
Some social media management platforms help businesses plan, manage, and analyze their content with AI to assess the impact of posts, track online conversations, or adjust campaigns. Others also use AI to provide recommendations on user behavior or community engagement on social media. Through these analyses, brands adapt their content strategy to their target audience: identifying influencers, specific posting times, topics, and formats.
Integrating AI into marketing tools
AI is making its way into chatbot technology, or virtual assistants capable of responding to simple user requests in real time. These technologies automate basic tasks to improve the customer experience. Alan, the French health insurance company, uses AI-powered chatbots to process reimbursement requests very quickly. The rule remains the same: a satisfied customer becomes a loyal customer. Marketers know that acquiring a new customer costs six times more than retaining an existing one (source: Fevad). Other French companies, such as Orange with its virtual assistants for technical support and SNCF with OuiBot, have adopted AI to optimize their customer service.
AI in voice search and influencer marketing
Artificial intelligence is transforming voice search. It’s forcing businesses to rethink their marketing approaches. Assistants like Google Assistant, Siri, and Alexa use advanced algorithms to understand and respond to user requests. Businesses must respond to naturally spoken queries (see SEO). AI also allows for personalized responses based on users’ habits or needs. Businesses can tailor their content to voice search, especially for local questions. For example, “Where can I find a bakery nearby?” Businesses need to broaden their audience, improve their positioning in voice search results, and better target consumers. This evolution represents an unprecedented opportunity to enhance their visibility while more precisely meeting consumer expectations. By adapting, businesses can differentiate themselves in a rapidly growing market. The French company Influence4You offers an AI-powered solution to connect brands with the right influencers. The AI-driven platform analyzes data from both influencers and brands to suggest relevant collaborations.
Marketing jobs disrupted by AI opportunities and challenges for marketers
Marketing professionals must now learn to work with these new AI tools to maximize their potential. This requires ongoing training to understand the algorithms, optimize their use, and adopt strategies based on this technology. In France, many companies have integrated AI into their marketing strategy, but the skills needed to fully leverage these technologies are not yet widespread. How to adapt? Investing in team training is essential. This includes AI training programs, introductory workshops on using algorithms, and developing data analysis skills. Marketers need to become familiar with generative AI platforms, as well as machine learning tools for predicting consumer habits. One crucial point to remember: AI should be used as a complementary tool, not a replacement.
