Lesson 2: The Role of AI in Digital Marketing
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Recap of Lesson 1’s Activity: AI in Action
In the last lesson, you tracked digital marketing encounters in your daily life. Some of the interactions you noticed—like personalised recommendations, targeted ads, or smart email suggestions—were powered by AI.
Think back to your experience:
Think back to your experience:
- Did you notice an ad that felt oddly specific to you?
- Did a product recommendation seem uncannily accurate?
- Did a chatbot help you with a question on a website?
Each of these interactions likely involved AI. Now, let’s explore the technologies behind them.
Refer to the Image Below
In simple terms:
AI helps brands predict what you want, when you want it, and how best to engage with you.
AI Technologies Used in Marketing
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Benefits of AI in Digital Marketing
Hyper-Personalisation: AI helps marketers tailor content and offers to individual preferences, making interactions feel more relevant.
Efficiency & Automation: AI automates repetitive tasks like customer service, email marketing, and data analysis, saving time and resources.
Improved Targeting: With AI, ads reach the right audience at the right time, increasing engagement and conversion rates.
Data-Driven Decision Making: AI processes huge amounts of data in real-time, helping marketers make informed decisions based on customer behaviour.
Enhanced Customer Experience: From chatbots to personalised emails, AI improves how customers interact with brands, making experiences smoother and more enjoyable.
Challenges of AI Integration in Marketing
Click on the Hotspots Below
Case Study: How AI Powers Google Search & Advertising
Click Through the Slides Below
Drag and Drop
Drag the correct definition from the word bank and drop it into the blank space in each statement.
Activity: AI in Your Digital Journey
Download the Activity Attachment Below
Think Point
How has AI influenced your own digital experiences? The next time you receive a personalised recommendation or see a well-timed ad, consider what AI-powered insights might have shaped that interaction.
Completing this In-Lesson Task does not contribute to the assessment grading and serves as preparation for the final assessment.