The role of AI in marketing optimisation

Neel Pandya at Pixis says with the power of AI, businesses can forge deeper connections with customers

Image Credit: Pixis

Data privacy and transparency controls, walled-gardens, cross-channel communication, trading strategy for execution and individualising campaigns at scale have kept the marketers, agencies and businesses away from adopting technology entirely. However, as the wheel of the fourth industrial revolution continues to spin, businesses and governments across the Middle East and Northern Africa are embracing the significance of AI in the global economy.

As per the research, the Middle East is expected to contribute significantly to the total global benefits of AI in 2030 (proportionate to $320bn). With the UAE and Saudi Arabia leading the AI adoption across the region, followed by Qatar, the annual growth in the contribution of AI is expected to range between 20 per cent and 34 per cent. And when it comes to ad spends, the MENA region contributes $4.58bn of the total $627bn global ad spend, with approximately 52 per cent ad spends attributed to social media campaigns.

Heavily investing in new technology and supporting the governments by being early adopters, MENA countries have showcased strong commitment towards the development and deployment of AI technologies. From banking and travel to telecoms, gaming and healthcare, industries across the globe are harnessing the power of AI for maximum business impact. Let’s delve into multiple ways AI is reshaping the landscape of digital marketing.


Crafting unique customer journeys, content, creatives and more. Gone are the days when agencies focused on dynamically optimising the creative elements of a campaign based on pre-defined rule-based systems and user data – which could take days to finalise a single artwork, perhaps. However, now is the time to generate hyper-personalised customer journeys, artworks and content by leveraging granular data insights.

Through AI-powered analytics, businesses can gain a comprehensive understanding of their audiences, including their preferences, behaviours, and purchasing patterns. This knowledge arms marketers to deliver tailored content, product recommendations and offers that appeal to individual customers. By providing highly relevant experiences, businesses can foster stronger connections, boost customer satisfaction, and drive brand loyalty.


Deployment of AI-driven eco-systems have revolutionised customer service by providing instant, round-the-clock support to users. Virtual assistants and chatbots are capable of understanding natural language and providing real-time responses, offering customers a seamless and efficient communication experience. Not only do they help resolve common queries but also offer contextual recommendations and guide users through the funnel. By automating customer interactions, businesses can enhance customer satisfaction, reduce response times and scale their support operations without incurring significant costs.


As we inch closer to the cookieless web world, predictive analytics has become a game-changer. Self-evolving AI algorithms analyse vast amounts of customer data to identify patterns, trends, and correlations. These invaluable insights allow marketers to anticipate customer needs, preferences, and behaviours, enabling them to make data-driven decisions. Predictive analytics also enhances lead scoring, enabling marketers to focus on high-potential prospects and tailor their marketing strategies, resources and efforts accordingly.


From social media networks, search engines to websites, mobile apps, email marketing and more, today, marketers have a wide range of channels to choose from when it comes to executing integrated digital marketing campaigns. Such cross-platform strategies, when powered by AI, enables marketers to precisely target their audience and leverage real-time data and AI algorithms to optimise ad placement, bidding, and creative variations, ensuring maximum efficiency and relevance. By automating the ad buying process and delivering personalised messages at scale, brands and businesses can optimise their advertising budgets, enhance engagement rates, and increase conversions.


Creating engaging content is a fundamental aspect of digital marketing, and AI has breathed new life into this process. AI-powered content generation tools can analyse vast amounts of data, identify trending topics, and generate high-quality content at incredible speed. From blog posts and social media captions to product descriptions and email newsletters, AI-powered tools provide marketers with a constant stream of fresh and relevant content, freeing up their time to focus on strategy and creativity.

AI’s integration into digital marketing has revolutionised the way businesses engage with their customers. From hyper-personalisation and recommendations to predictive analytics and programmatic advertising, AI has empowered marketers to unlock unprecedented levels of efficiency, effectiveness, and customer satisfaction. As AI continues to advance, businesses must embrace its potential and explore innovative ways to leverage this technology to stay ahead in the digital marketing landscape. By harnessing the power of AI, businesses can forge deeper connections with customers, optimise their marketing efforts and achieve remarkable growth in an increasingly competitive digital world.

By Neel Pandya, CEO – APAC & EMEA at Pixis