Understanding AI in Digital Marketing: Key Roles and Responsibilities

Every profession has inflection points where the skills that got you here won’t get you there. For marketing, it’s happening now. Artificial intelligence is reshaping what marketing teams look like and which skills drive success across all levels of the profession.

Today, the global market for AI in marketing is valued at nearly $26 billion.¹ By 2034, it’s expected to surpass $217 billion,¹ and it’s easy to see why. Marketers use AI to tailor content to individual customers in real time, at scale. That kind of precision targeting, along with predictive analytics and intelligent automation, helps organizations improve decision-making speed and campaign performance.² In fact, nearly three-quarters of organizations see positive ROI from AI in marketing within the first year.³

Most marketers already use AI in their current roles,² but job requirements are shifting. By 2024, one in five SEO specialist job postings required candidates to have AI skills, and the bar keeps rising.⁴ Employers increasingly value professionals who understand how AI reshapes targeting, personalization and campaign strategy—tool familiarity alone isn’t enough. As one CMO puts it: “[Marketers won’t] lose their jobs or their roles because of AI, but they might lose them to someone who understands AI better than them.”⁴

To best position yourself and be successful with AI in digital marketing, here’s your practical guide: the roles, responsibilities, tools and real-world benefits reshaping the profession.

What Is AI in Digital Marketing?

AI in digital marketing refers to technology that can analyze data, learn patterns and make decisions or predictions on its own. It differs from traditional marketing automation, which executes rules set by humans. AI adapts its behavior based on what it learns from data and adjusts accordingly.

Examples of AI in digital marketing are everywhere. Netflix recommends shows based on your viewing history.⁵ Amazon suggests products you’re likely to buy.⁶ Constant Contact knows the best time to send messages to each subscriber, and AI chatbots handle common customer service queries.⁷ Even ad platforms like Google Ads can adjust bids and audience targeting—without human input—to maximize conversions.⁸

Key Roles in AI-Driven Marketing Teams

The expanding role of AI in digital marketing is prompting organizations to create roles that didn’t exist five years ago.

Marketing teams now include AI marketing strategists and analysts to determine where to deploy AI tools and help the organization interpret the insights those tools generate.

Data scientists and machine learning engineers design and refine the algorithms that power AI systems. These are technical roles, but the best hires understand marketing objectives well enough to build solutions that help companies reach the right audience and convert them into customers.

Marketing automation specialists set up and oversee the platforms that execute AI-driven strategies at scale. They create workflows, handle integration with existing systems and make sure that automated systems run smoothly across email, social media, advertising and other channels.

Lastly, content personalization and SEO experts use AI to create helpful content for readers that performs in both traditional search engines and within generative AI platforms. They personalize content for different audiences so it ranks well, whether someone is searching on Google or asking ChatGPT for recommendations.

Core Responsibilities of AI Marketing Professionals

Wondering what these professionals do as part of their daily routine? The specific tasks vary, but often include:

• Analyzing data and consumer behavior: AI marketing professionals sift through customer data and find patterns that boost reach and conversions. They see how people interact with their campaigns, what drives purchases and where prospects might be losing interest
• Designing predictive models for targeting and segmentation: AI marketers set up systems that predict who will convert, who’s at risk of leaving and who will respond to specific messaging
• Managing automation and personalization tools: Professionals monitor AI-driven platforms to ensure automation supports, rather than detracts from, the customer experience. This includes testing, troubleshooting and refining workflows
• Ensuring ethical and transparent AI use: As teams increasingly use AI to make decisions, it raises questions about privacy and unintended bias. To address this, AI marketers must set rules for data collection, watch for bias and explain how they use customer information when interacting with AI

AI Tools and Technologies Used in Marketing

Marketing teams rely on several types of AI tools. Chatbots, for example, can interact with customers 24/7 and qualify leads for sales teams. Recommendation engines suggest products based on a lead’s browsing and purchase history. Predictive analytics platforms help marketers determine where to spend their budget.

Many familiar platforms already integrate AI capabilities. HubSpot uses AI to automatically score leads,⁹ while Salesforce leverages it to embed real-time insights within its CRM.¹⁰ Google Analytics puts AI to work spotting patterns and anomalies in site traffic data.¹¹

Benefits of Using AI in Marketing

The case for AI in digital marketing comes down to speed, personalization and efficiency.

Improved decision-making and campaign performance

AI processes and interprets data faster than humans can. Ninety percent of marketers who use AI say it helps them make faster decisions, and 91% report that AI helps them uncover insights more quickly.² When you can optimize campaigns in real time based on what’s working, they perform better.

Real-time customer engagement and retention 

AI can tailor content and offers to individual customers based on their unique behavior. Customers expect relevant experiences, and AI helps maintain strong customer relationships by consistently meeting individual expectations.

Cost savings through automation

Automation reduces time spent on repetitive tasks and supports content generation, allowing marketing teams to focus on strategy, creativity and complex problem-solving.

Position Yourself to Lead in an AI-Forward Industry

AI has already changed what it means to work in marketing. Roles continue to evolve, responsibilities expand and the skills that drive advancement are changing. This transformation is creating significant opportunities for professionals who invest in understanding AI.

While AI excels at data processing and automation, human strengths such as creativity, judgment and empathy remain essential. The most effective marketing leaders understand how to balance technological capability with human insight.

William & Mary’s Online Master of Science in Marketing is designed for professionals who want to lead in this environment. The program covers training in marketing innovation, data analytics and the emerging tools reshaping the field in a flexible, part-time format you can complete in as little as 16 months. If you’re serious about advancing your career in marketing, this is how you position yourself for the roles that are defining the next decade of the profession. Schedule an appointment with an admissions outreach advisor to learn more.