The Role of AI in Paid Advertising Campaigns

By Gargi Joshi

Artificial intelligence is a modern-day technology that can feel so unknown and inapplicable to marketing. Writing off AI as something that might not be necessary to you is easy. However, AI has many benefits, and it can be crucial to your brand in more ways than you think.

Marketing helps you boost engagement, create a community, practice creativity, and increase visibility. You want to make sure you are pushing your brand towards the target audience you have in mind. Doing so requires attention to not just what your audience may generally like but also how they interact with the internet. AI in paid advertising interacts with the internet and analyzes your audience, bringing and promoting valuable information for your brand. 

Concepts Surrounding AI in Paid Advertising

Utilizing AI as a tool in your marketing campaign may feel scary at first. Convoluted technical terms and concepts may steer you away from wanting to learn about it. There is simply too much information to digest. It is entirely understandable to feel hesitant. Learning about and applying concepts that can be so in-depth and vast, such as A,I may take time. 

However, we at Marketing Choices want to empower you in your journey through content creation. Fearing the unknown is valid. Yet within the unknown, so much potential, value, and inspiration can come. Learning about AI in advertising is a process, but we are here to help. 

The first step in understanding AI in advertising would be comprehending some concepts. Four of the most important concepts include:

1. Targeting. In advertising, targeting is a concept that involves reading a person’s interaction with various user models. User models exist in search engines across different websites and social media. Tracking a human’s interaction with the internet in what they search, view, click on, and purchase is helpful information. AI Ad Targeting means using AI to assist you in this step.

2. Personalization. Once search history is tracked, AI can help target people whose search history more closely aligns with your brand. Personalization is the implementation of knowledge surrounding someone’s emotions and interests. Advertisements are pushed toward people who are more likely to like that content. AI Ad Personalization can allow you to apply personalization to viewers on a bigger scale. 

3. Content Creation. Generative AI and Natural Language Processing (NLP) are used in content creation. Images, videos, and text generated by AI are based on targeting and personalization. 

4. Ad Optimization. Ad optimization involves understanding the most cost-efficient method to display ads that interest the viewer. It allows for the ad display to be effective while also staying efficient.  

All of these four main concepts are the foundation of AI advertising, which is based on something called Computational Advertising. Computational Advertising means using data from a person’s search history or digital footprint to push certain ads towards them. Algorithms and data are combined to produce the ads that they see. 

Using AI in your Marketing Campaign

Data and machine learning algorithms are great tools to incorporate into your strategy. AI can be incredibly useful in implementing data in your advertising because of its effectiveness. AI allows for paid advertising automation, simply because of its fast reach. A deeper and quicker analysis of existing content and social media can be done. It can target the right audiences when paired with AI’s ability to read data on a viewer’s searches. AI automatically will place ads at the right timing, context, and placement for viewers to engage with. 

Consumer preferences and behavior are heavily targeted through AI advertising. The viewer’s engagement with anything on the internet is constantly being monitored. You can use this to your advantage through AI to understand which demographic and type of content creation best aligns with your brand. AI can then pump your content and advertisements to those specific groups. 

The ability of AI to perform various testing, data analysis, and content curation in real-time results in AI campaign optimization. Your brand can heavily benefit from using AI in advertising because of how efficient the process is. It performs the analysis and tasks required to understand and boost engagement with your desired audience. 

Ethical Considerations and Contacting Marketing Choices

There are a few ways AI can pose ethical problems within your campaign. Some of these include:

• Heavy bias. Bias in artificial intelligence advertising can come from who created the algorithm and how it is being used. Due to bias, how consumers are analyzed can be affected. 
• Privacy. Problems can result from the lack of options for users to opt out or if the AI is reading data that may cause privacy issues. 
• Accountability and establishing trust. The machine is not able to analyze ethical boundaries and emotional trust, which can result in legal challenges and copyright issues.

It is important to note that these are meant for you to consider. We encourage you to stay aware of all possibilities and outcomes of AI. It is not meant to scare you away from utilizing it. Machine learning advertising is a fantastic tool to build awareness and engagement with your brand. It can boost creativity and inspire you to create content based on the AI’s analysis. Keeping ethical considerations and other possible outcomes from AI can help you navigate this field smoothly and safely.

At Marketing Choices, we encourage you to stay creative and inquisitive about AI marketing. AI is constantly evolving, and as AI technology advances, it is important to stay curious and up-to-date about how this can affect your marketing campaign. Do not be afraid to explore these concepts further or experiment with various AI tools. As always, we are here to help. Contact us today if you have any concerns or questions!

Resources

“Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization.” Accessed March 3, 2025. 

“What is User Modeling? Definition, Approaches, and Examples of User Modeling.” Accessed March 3, 2025.

“Computational Advertising: The Hidden Practice Witnessed Everyday.” Accessed March 3, 2025.