{"id":21984,"date":"2024-06-10T15:46:03","date_gmt":"2024-06-10T13:46:03","guid":{"rendered":"https:\/\/www.pkf-attest.es\/tecnologia\/novedades-itc\/inteligencia-artificial-marketing-digital-2\/"},"modified":"2026-09-15T09:58:40","modified_gmt":"2026-09-15T07:58:40","slug":"inteligencia-artificial-marketing-digital","status":"publish","type":"novedades-itc","link":"https:\/\/www.pkf-attest.es\/tecnologia\/en\/novedades-itc\/inteligencia-artificial-marketing-digital\/","title":{"rendered":"Marketing with Artificial Intelligence: How to Apply It to Digital Marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Marketing with artificial intelligence has moved beyond the hype to become a key tool for improving campaigns, automating processes, and making data-driven decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But beyond the theory, many companies are asking themselves: <strong>How is AI actually applied in marketing, and what results can be expected?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this guide, we explain how to apply AI to digital marketing, using real-world use cases, which processes make sense to automate, and how to get started safely, with clear metrics and data governance.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-1\" style=\"color:#0f3780\"><strong>Applications of Artificial Intelligence in Digital Marketing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Today, AI in marketing is primarily used for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-2\" style=\"color:#000000\">Advanced audience segmentation and personalization.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-3\" style=\"color:#000000\">Lead scoring and opportunity prioritization.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-4\" style=\"color:#000000\">Campaign automation and optimization.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-5\" style=\"color:#000000\">Predictive analytics and multichannel attribution.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-6\" style=\"color:#000000\">Human-supervised content creation and optimization.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These applications help improve efficiency without compromising on quality or brand consistency.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-7\" style=\"color:#0f3780\"><strong>Artificial Intelligence Tools for Digital Marketing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There are numerous AI tools used in marketing that help automate tasks and improve results:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-8\" style=\"color:#000000\">AI-powered marketing automation platforms.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-9\" style=\"color:#000000\">Tools for content creation and optimization.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-10\" style=\"color:#000000\">Predictive analytics and attribution solutions.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-11\" style=\"color:#000000\">Lead scoring systems integrated with CRM.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The key lies not in the tool itself, but in how well it integrates with the company&#8217;s data and processes.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-que-significa-aplicar-ia-en-marketing\" class=\"wp-block-heading has-text-color has-link-color wp-elements-12\" style=\"color:#0f3780\"><strong>What does it mean to apply AI to marketing?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing with artificial intelligence<\/strong> isn&#8217;t just about generating text or images. On a practical level, we&#8217;re talking about using models that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-13\" style=\"color:#000000\">They learn from the data (campaigns, CRM, analytics, sales).<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-14\" style=\"color:#000000\">They predict behaviors (conversion likelihood, churn, LTV).<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-15\" style=\"color:#000000\">They recommend actions (next best steps, segmentation).<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-16\" style=\"color:#000000\">They automate tasks (campaign activation, reporting, quality control).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The goal is not to replace the team, but <strong>to enhance its capabilities<\/strong> through better-informed decisions and more agile processes.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-casos-de-uso-de-la-ia-en-marketing-que-si-aportan-valor\" class=\"wp-block-heading has-text-color has-link-color wp-elements-17\" style=\"color:#0f3780\"><strong>AI use cases in marketing that actually add value<\/strong><\/h2>\n\n\n\n<h3 id=\"h-automatizacion-de-campanas-y-lead-scoring\" class=\"wp-block-heading has-text-color has-link-color wp-elements-18\" style=\"color:#099bbf\"><strong>Campaign automation and lead scoring<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-19\" style=\"color:#000000\"><strong>Dynamic lead scoring<\/strong>: prioritizes opportunities based on their likelihood of conversion.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-20\" style=\"color:#000000\"><strong>Smart segmentation<\/strong>: Create audiences based on behavior, not just demographics.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-21\" style=\"color:#000000\"><strong>Assisted bidding and budgeting<\/strong>: adjust your investment in real time to focus on what works.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact:<\/strong> more efficient campaigns, lower CPA, and greater team focus.<\/p>\n\n\n\n<h3 id=\"h-analitica-y-atribucion-con-ia\" class=\"wp-block-heading has-text-color has-link-color wp-elements-22\" style=\"color:#099bbf\"><strong>AI-powered Analytics and Attribution<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-23\" style=\"color:#000000\">Conversion forecast by channel and creative.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-24\" style=\"color:#000000\">Data-driven attribution that goes beyond the last-click model.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-25\" style=\"color:#000000\">Real-time anomaly detection (spikes, drops, fraud).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact:<\/strong> Decisions based on evidence, not intuition.<\/p>\n\n\n\n<h3 id=\"h-contenidos-y-seo-asistidos-por-ia-con-control-humano\" class=\"wp-block-heading has-text-color has-link-color wp-elements-26\" style=\"color:#099bbf\"><strong>AI-powered content and SEO (with human oversight)<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-text-color has-link-color wp-elements-27\" style=\"color:#000000\">Faster ideation and briefing based on search intent.<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-28\" style=\"color:#000000\">On-page optimization and topic clustering (without keyword stuffing).<\/li>\n\n\n\n<li class=\"has-text-color has-link-color wp-elements-29\" style=\"color:#000000\">Editorial review: consistency of tone, detection of duplicates, and fact-checking.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact:<\/strong> Faster production without compromising quality or authority.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-como-empezar-a-aplicar-ia-en-marketing-digital\" class=\"wp-block-heading has-text-color has-link-color wp-elements-30\" style=\"color:#0f3780\"><strong>How to Start Using AI in Digital Marketing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before \u201cimplementing\u201d AI in marketing, there are three basic elements that need to be clear:<\/p>\n\n\n\n<h3 id=\"h-datos-fiables-y-conectados\" class=\"wp-block-heading has-text-color has-link-color wp-elements-31\" style=\"color:#099bbf\"><strong>Reliable and connected data<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CRM, web analytics, ad platforms, and e-commerce. Without a single source of truth, AI doesn&#8217;t deliver value.<\/p>\n\n\n\n<h3 id=\"h-gobierno-y-seguridad\" class=\"wp-block-heading has-text-color has-link-color wp-elements-32\" style=\"color:#099bbf\"><strong>Government and Security<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Determine what data is used, who has access to it, how the results are audited, and how biases are avoided.<\/p>\n\n\n\n<h3 id=\"h-kpis-de-resultado\" class=\"wp-block-heading has-text-color has-link-color wp-elements-33\" style=\"color:#099bbf\"><strong>Performance KPIs<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Agree on what to measure: CPA, ROAS, LTV, conversion rate, time to MQL, or lead quality.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-errores-comunes-al-usar-ia-en-marketing\" class=\"wp-block-heading has-text-color has-link-color wp-elements-34\" style=\"color:#0f3780\"><strong>Common Mistakes When Using AI in Marketing<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-genesis-blocks-gb-columns gb-layout-columns-5 five-column\"><div class=\"gb-layout-column-wrap gb-block-layout-column-gap-2 gb-is-responsive-column\">\n<div class=\"wp-block-genesis-blocks-gb-column gb-block-layout-column\"><div class=\"gb-block-layout-column-inner gb-has-custom-background-color\" style=\"padding:20px;background-color:#e8e8e8\">\n<p class=\"wp-block-paragraph\">Start with the tool, not the use case.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-genesis-blocks-gb-column gb-block-layout-column\"><div class=\"gb-block-layout-column-inner\" style=\"padding:20px\">\n<p class=\"wp-block-paragraph\">Do not validate the data (the models \u201clearn\u201d from errors).<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-genesis-blocks-gb-column gb-block-layout-column\"><div class=\"gb-block-layout-column-inner gb-has-custom-background-color\" style=\"padding:20px;background-color:#e8e8e8\">\n<p class=\"wp-block-paragraph\">Creating content without human oversight (brand risk).<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-genesis-blocks-gb-column gb-block-layout-column\"><div class=\"gb-block-layout-column-inner\" style=\"padding:20px\">\n<p class=\"wp-block-paragraph\">Failure to measure actual impact on KPIs.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-genesis-blocks-gb-column gb-block-layout-column\"><div class=\"gb-block-layout-column-inner gb-has-custom-background-color\" style=\"padding:20px;background-color:#e8e8e8\">\n<p class=\"wp-block-paragraph\">Disconnect between marketing and sales: marketing predicts, sales confirms.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-conclusion\" class=\"wp-block-heading has-text-color has-link-color wp-elements-35\" style=\"color:#0f3780\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI in digital marketing<\/strong> works when applied to <strong>specific use cases<\/strong>, using high-quality data, editorial oversight, and metrics aligned with business objectives. The goal is not to produce more for the sake of it, but <strong>to improve efficiency and return on investment<\/strong> through better-informed decisions and automated processes.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-faq\" class=\"wp-block-heading has-text-color has-link-color wp-elements-36\" style=\"color:#0f3780\"><strong>Frequently Asked Questions<\/strong><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1773744267629\"><strong class=\"schema-faq-question\">Do I need large amounts of data to use AI in marketing?<\/strong> <p class=\"schema-faq-answer\">Not always. For basic scoring and segmentation, CRM and campaign data may be sufficient. For advanced prediction, the more data you have and the higher its quality, the better the performance.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1773745038784\"><strong class=\"schema-faq-question\">Can AI replace content creation?<\/strong> <p class=\"schema-faq-answer\">No. AI provides assistance (drafting, optimization), but human oversight ensures tone, accuracy, and brand differentiation.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1773745051286\"><strong class=\"schema-faq-question\">What AI tools are used in marketing?<\/strong> <p class=\"schema-faq-answer\">There are solutions for automation, content generation, predictive analytics, and campaign management. The choice depends on the use case and the level of digital maturity.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1783525201968\"><strong class=\"schema-faq-question\">How do you get started using AI in marketing?<\/strong> <p class=\"schema-faq-answer\">Defining a specific use case, ensuring data quality, and measuring the impact on KPIs.<\/p> <\/div> <\/div>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"full_width_with_cta_banner\" style=\"background-color:\">  \r\n  <div class=\"full_width_with_cta_banner_container gb-layout-column-wrap gb-block-layout-column-gap-2 gb-is-responsive-column\">\r\n    <div class=\"full_width_with_cta_banner_main\">\r\n      <h3 class=\"full_width_with_cta_banner_title\">\r\n        Do you want to incorporate AI into your marketing strategy with confidence?      <\/h3>\r\n      <div class=\"full_width_with_cta_banner_text\" >\r\n        At PKF Attest, we help you define use cases, connect data, implement automation, and measure real-world impact.      <\/div>  \r\n      <div class=\"full_width_with_cta_banner_cta\">\r\n          <a href=\"https:\/\/www.pkf-attest.es\/tecnologia\/en\/digital-marketing\/#mkt-digital\" title=\"Contact an expert\">Contact an expert<\/a>\r\n      <\/div>\r\n    <\/div>\r\n  <\/div>\r\n<\/div>\r\n","protected":false},"featured_media":14177,"template":"","categories":[],"tags":[185,205,209],"novedades_itc":[],"class_list":["post-21984","novedades-itc","type-novedades-itc","status-publish","has-post-thumbnail","tag-article","tag-artificial-intelligence","tag-digital-marketing","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI Marketing: How to Use It + Examples and Tools<\/title>\n<meta name=\"description\" content=\"Learn how to apply artificial intelligence to marketing: examples, 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