Several key events were happening in 2011 that further incorporated artificial intelligence

into everyday life. The first event was when IBM Watson, a supercomputer designed with

natural language processing software, won the television show Jeopardy!, defeating three

Harvard business students (IBM's Watson, 2011). This demonstrated that computers could match

and even exceed human intelligence and memory. Also, in 2011, Apple first began incorporating

Siri into its iOS for the iPhone 4S (Mutchler, 2017). Microsoft released a similar voice assistance

product called Cortana, followed by Amazon's Alexa in 2014. These voice assistants are capable

of a wide range of useful applications, including sending and receiving text messages, making

phone calls, answering simple questions (such as "What is the weather?"), setting appointment

reminders, controlling music and video playback, and even ordering Uber and Lyft rides

(Lekach, 2011). By 2011, natural language processing software had introduced several

meaningful solutions to real-world problems. Due to the success of voice assistants like Alexa

and Cortana, there is growing corporate interest in future applications of A.I. tech pieces that

incorporate natural language processing (Goasduff, 2019). This revived interest in voice

assistants can open up more options for future research on conversational A.I. (Ram et al., 2018).

Google announced a brand-new class of A.I. technology dubbed AlphaGo in 2016. In an old (but

well-liked) Chinese board game called Go, it defeated the current world champion five times in a

row (Granter, Beck, & Papke, 2017). In terms of deep learning and machine learning, this

constituted a huge advancement. AlphaGo was not programmed to play go, despite IBM's "Deep

20 Blue" being trained to play chess. Instead, AlphaGo developed its software to play the board

game Go and learn the rules (Gibney, 2016).

The International Journal of Information Management published an article in 2019 about

the history and future of artificial intelligence. In the article, authors Edwards and Dwivedi
(2019) write that A.I. seems to have made significant improvements in the past several years,

such that A.I. is becoming a topic of increased cultural and scientific relevance. Throughout the

history of artificial intelligence, there have been naysayers and alarmists. Due to the lack of

immediate progress, there have been several seasons of doubt about the entire field of artificial

intelligence. Researchers call these periods "A.I. winters." Of the notion that A.I. is mostly in the

rearview mirror, Raymond Kurtzweil wrote, "there's this stupid myth out there that A.I. has

failed, but A.I. is around you every second of the day" (Kurzweil 2005, p. 263). According to

currently available research, A.I. as a field will likely continue to progress as it has across the

previous six decades, at a moderate pace.

Artificial Intelligence Today

Presently, it isn't easy to find a major sector of the industry that has not in some way been

incorporating artificial intelligence in their dealings. A.I. has recently been used in some

surprising and helpful ways. For example, researchers are now considering using A.I. for United

States military applications. Some topics the military is interested in include crowd-based

modeling (McKenzie et al., 2008), surveillance and imagery technology (Keller, 2019), and

assessing military readiness through the aggregation of many data points (Strickland, Mariani, &

Jenkins). 21 These technology upgrades will improve insights for the U.S. military significantly,

which is likely to improve the functionality of future operations.

As stated, A.I. is also useful in fraud detection (Krausz, Schneider, & Colthart, 2018). Its

relevance in corporate finance could be beginning to take shape as well, with one source

predicting that banks that use A.I. may yield 34 percent more revenue and 14 percent more

employment by 2022 (Realizing the full value, 2018). With more and more companies investing

in A.I. products for the growing financial market, new research estimates productivity in the
financial sector in Germany will skyrocket in the coming decades due to increased investment in

A.I. technology (Bredt, 2019).

Notably, the industry that has likely invested most heavily in research in artificial

intelligence technology is the medical industry, with computers capable of improving patient

care through machine learning-powered insights (Durant, 2019; Mincholé & Rodriguez, 2019).

Currently, A.I. functions medically as a useful tool for medical doctors and surgeons; it is

nowhere near functioning on the level of a medical doctor, but it does promise faster computing

time for decision-making processes and information grouping processes for human beings who

work in the medical industry (Levine, 2019). Research is growing in the medical field around

ethics in A.I. use (Matsuzaki, 2018; Whitaker, 2019).

Besides having achievements in the field of medicine and mathematics, studies all across

the world confirm that artificial intelligence now possesses the ability to accurately perceive and

judge human emotion, to the point that A.I. software is now capable of performing sentiment

analysis on movie reviews (María et al., 2016). A.I. can also perform textual emotion mining

using NLR (natural language processing) software (Chawla & Mehrotra, 2018). Well-known

companies whose artificial technology is now integral in their businesses include Amazon, Tesla,

22 Cogito, Netflix, and Pandora (Adams, 2017). A.I. looks to be a valuable asset to business and

economics; it can help accountants better identify and evaluate complex financial problems

(Dirican, 2015; Ransbotham et al., 2018).

Access to enormous amounts of data, cheaper and faster computers, and advanced

machine techniques were successfully applied to several economic problems in the current

century. The present world deals with deep learning, big data, and Artificial Intelligence. Today,

A.I. is a technology that is transforming every walk of life. A.I. is a broad range of tools that
helps people integrate information, analyze data and use the resulting insights to improve

decision-making (Patel, 2020). A.I. technology allows machines to learn from experience, adjust

to new inputs and perform human-related tasks.

In today's world, the most common A.I. technologies have been applied in chess-playing

computers and self-driving vehicles, which rely heavily on deep learning, natural language

processing, and automation in the manufacturing sector. Using A.I. technologies, computers can

be trained to accomplish complex tasks by processing enormous amounts of data and

recognizing the data. Each industry has a high demand for artificial intelligence capabilities,

including systems used in industrial automation, learning, risk notification, and research. A.I.

technology has been applied in various industries, including health care, retail, manufacturing,

and banking. Through its significant subfields, including machine learning, neural networks, and

deep learning, A.I. works with vast amounts of data with fast, iterative processing and intelligent

algorithms, allowing the A.I. software to learn the patterns or features of the data automatically.

The purpose of Content Creation

Content creation plays a significant role in marketing practice. By creating content, a

piece of free and valuable information is provided to the audience, attracting potential customers

to a company's website and retaining its current customers through quality engagement. The

word "content" is used frequently in the business world. Content creation plays a significant role

in connecting and communicating with their audience. Content creation serves several purposes,

including creating brand awareness for a business. Engaging content can generate awareness of a

business brand, increasing the number of customers.

Content creation helps to inform and educate the audience. Any content aims to inform

and educate the audience regarding particular goods or services. A business shares information
with its audience; hence the more the content is informative and educated, the more it gains

customers. Content creation also helps advocate for change. Content creation can advocate for

change to express their views and opinions.

Content creation has become an essential inbound marketing practice in modern business

times. Compared to traditional marketing strategies, content marketing brings more leads and

less cost incurred when adopted (Pradeep et al., 2018; Qin & Jiang, 2019; Ram et al., 2021).

Therefore, companies that publish more content for their audience get more traffic than those

that publish less. Blogs, podcasts, videos, and graphics are some examples of content creation

strategies. Compelling content should follow the following steps. First, researchers for SEO

research should be conducted to get ideas on what topics to write about and consider the

audience's questions. An SEO makes it practical for the content to be easily found online through

search engines. Another step to consider is creativity (Syam & Kaul, 2021; Vakratsas & Wang,

2020). This process allows for brainstorming content ideas after determining the keywords for

the target audience. We can retrieve ideas from books or other published content from a business

competitor. Another step is writing the ideas. This step involves effectively writing the content

ideas for the target audience with the language they would find attractive and glued to the

content. Content writing should be unique, stick to one idea, and use content to reinforce the

message and be concise and clear to the target audience. The next step is editing the content for

any grammatical errors, short sentences, plenty of whitespaces, and active voice to make the

content suitable for the target audience. Another step to consider is uploading the content,

publishing it, and promoting it using social media, email marketing, and even pay-per-click

advertising. Content promotion ensures the content reaches various audiences in different

locations.
A.I. in Digital Marketing

Most businesses have switched operations over the Internet with technological

advancement, enabling a comprehensive global outreach. The influence of A.I. in reshaping

digital marketing is immense in that it helps companies develop more robust digital strategies,

optimize campaigns, and improve Return on Investment (ROI) (Kaput, 2021). A.I.'s influence in

digital marketing influences how businesses attract, retain, and deliver value to their customer

base (Anon, 2019; Anon, 2020; Anon, 2022).

Digital marketing as a field incorporates many different software and digital platforms.

The primary digital marketing domains include social media platforms such as Facebook,

Twitter, and Instagram, websites, and search engines such as Google and Bing. Most digital

marketers also utilize marketing data analytics software such as Adobe Analytics and Google

Analytics to improve their website traffic and help them make strategic decisions to boost ROI

and search engines. Artificial intelligence is bringing about many changes to the field of digital

marketing; many of these changes center around providing a better user experience, predictive

customer behavior, and real-time customer support (Martin, 2018). Chatbots may be the most

obvious example of artificial intelligence in digital marketing (Barker, 2019). Chatbots use

natural language processing (NLP) and natural language generation (NLG) software to

communicate and interact with humans. Marketers can do this through audio or text. Companies

began using chatbots in the mid-2010s to provide easily accessible information to their

customers affordably; even social media platforms such as Facebook are using chatbots to

answer user queries (Conger, 2016). Many of these 23 chatbots use software powered by

machine learning that can learn how a set of consumers behave and interact to optimize the user

experience (Barker, 2019). Few studies have examined why consumers use chatbots. Still, one
study reported that most people are more interested in their novelty, entertainment, and personal

factors than in their ability to provide accurate information (Brandtzaeg & Følstad, 2017).

Another key AI-driven influence in the modern digital marketing landscape is in website

design. Many of the popular website design host platforms use what is called artificial design

intelligence (ADI) technology. Companies that use ADI include Wix, Bookmark, and Leia. Wix

was the first cloud-based web design platform to incorporate ADI into its design in 2016 (Wix

Launches, 2016). Websitebuilderexpert.com explains the emerging technology of ADI in

layman's terms: "Put simply, [ADI is] artificial intelligence that uses machine learning to identify

and implement web design trends. Put simpler still, it's a technology that can make websites on

its own" (O'Brien, 2019). A company called B12 promises a fully functioning, overhauled,

custom website using artificial intelligence in just one week using web crawling bots (b12,

2020). ADI systems can analyze real websites designed by humans and replicate their coding

automatically based on user activity. Rather than replacing human ingenuity entirely, most

experts think ADI will play an augmenting role in the future of digital web design, allowing

humans to be more creative and ultimately craft better user experiences (Chathurika, 2019).

Analytics is a third area of digital marketing that the rise in A.I. has impacted. In April

2019, The Innovation Summit organized a conference on predictive analytics. It featured

distinguished speakers from top industry brands such as Amazon, LinkedIn, and Spotify; the

event was marketed as a "deep dive into a new era of A.I. and data strategy" (Predictive

Analytics, 2020). In May 2019, the Data and Marketing Association (DMA) put on the 2019

Marketing 24 Analytics Conference in Atlanta, GA. It boasted numerous in-demand

professionals from various companies, including McCalister's Deli, UPS, Macy's, Sony Music,

AMC, and Coca-Cola (Marketing Analytics, 2020). Yet another conference on analytics for
marketing, the Marketing Analytics Summit, is currently scheduled for June 2020 (Marketing

Analytics Summit, 2020). Analytics is one of the most popular topics among professionals in

business, data, marketing, and advertising. Every kind of company wants to understand its

consumers better. They want to know what they like to do, where they like to go, what other

brands they support, what products they use, which social media sites they frequent, and where

they spend their money. Fortunately for large corporations, A.I. promises dividends for

companies willing to invest in this new technology.

One way in which A.I. is reshaping digital marketing is through customer profiling. A.I.

and its machine learning subfield can identify deep insights into a customer's shopping habits,

motivations, and needs. A.I. technology utilizes the enormous amount of data consumers produce

to identify their patterns and trends. A.I. can help businesses reveal customer segments that never

existed and pivot their marketing strategy to target those customers (Anon, 2019b; Anon, 2021a;

Anon, 2022b; Anon, 2022c; Anon, 2021b; Anon, 2022d).

A.I. in Advertising

A.I. has made incredible advances in engineering and science-based fields. Still, recent

research and practice have also demonstrated that A.I. may also be capable of shaping the

creative process of advertising. Advertising is a business technique practice by companies to

make their offered goods and services known to the general public. Advertising is more of

creating an awareness of a particular brand to a large targeted audience. Companies use A.I.

technology to collect customer behaviors and shopping patterns. The information gathered is

then analyzed to produce personalized customer shopping criteria, improving experience through

cognitive advertising, which A.I. drives (Li, 2019; Madeline et al., 2020; Neil & Nikhil, 2018).
 A.I. helps companies segment their audience before ads are served. By leveraging

machine learning, companies can identify patterns based on customers' behavior and message

resonance (Plumer, 2017). Machine learning considers all the information gathered about

customers, including their demographics and online behavior, to decide what type of content a

particular targeted audience segment can see. Proper segmentation and customer targeting can

increase engagement rates and conversions.

In his well-known book on advertising, Hey Whipple, Squeeze This, Luke Sullivan

compares writing an ad to wash a pig (Sullivan, 2016). This illustrates the complex and often

frustrating process of coming up with new, creative ideas in advertising. Fortunately for

advertising professionals such as copywriters and content strategists, there is a growing market

for AI-powered advertising solutions. For instance, A.I. can be used to write, and 27 personalize

emotional ads (Mogaji, Olaleye, & Dandison, 2020). The ability for marketers to personalize ads

at scale and utilize tailored audience preferences on social media has also opened up more

possibilities when it comes to targeting ads on Facebook, as Facebook allows for targeting ads

based on how its users interact with content on Facebook (Tran, 2017).

The application of A.I. for analytics is already an established trend. A.I. can incorporate

large amounts of data and use that information to predict customer buying preferences in

advance—and at scale (Davenport et al., 2020). This is possible because of "in-depth semantic

analysis and real-time user interactions [that can] predict the probability that a consumer will

accept a creative idea in the foreseeable future" (Li, 2019, p. 333). While the idea of A.I.

assisting with media buying and audience analytics may be old news, researchers are now

seeking to determine whether A.I. can also take over some of the more creative advertising work.

One study published last year by the Journal of Advertising provided evidence in support of
integrating A.I. analytics with A.I. creative (Chen et al., 2019). This resulted from the

consideration that creative tasks demand a great deal of time and resources, both for companies

and for creative professionals. While A.I. has helped in analytics, there seems to be still a need

for creative applications of A.I. to assist advertisers and content strategists in the creative

process. The most apparent and accessible solution for those wishing to align advertising

analytics with advertising creative is Adobe Advertising Cloud. Adobe Advertising Cloud is a

demand-side advertising platform designed to improve return on advertising spend (ROAS)

through detailed audience analytics. It also allows creative asset management (Adobe

Advertising Cloud, 2020). Adobe Advertising Cloud promotes itself as a creative management

tool for advertisers who use all forms of media.

The recent, industry-wide shift from traditional media formats to digital, mass-scale

advertising has dramatically changed the ad industry. Some in the advertising industry view this

shift to automated advertising negatively. A 2017 article published by Marketing Week

suggested that the quality of advertising has dropped in general due to the rise in branded content

on the Internet. This article quotes Dan Izbicki, creative excellence director at Unilever, who

argued that the increased ability of nearly all businesses to advertise online has led to lower

overall quality in advertising online—something that he believes is a result of the widespread use

of AI-based software (Bacon, 2017). While the use of A.I. in advertising for analytical purposes

has been generally helpful in providing higher-quality data instantly, creative applications so far

have been very limited.