AI is no longer a futuristic concept. It has already made its mark in Digital Content Marketing (DCM), and its role will only grow stronger. But as businesses look ahead, understanding both the promise and pitfalls of AI is critical for long-term success.
Setting the stage: Where we are today
DCM is built on creating relevant, timely, and engaging content that moves customers through their journey. Inbound logic focuses on being discoverable and attracting customers organically, personalisation meets their unique needs, and journey facilitation ensures they get the right content at the right time. AI enhances all three—but it also demands a new level of strategic thinking.
Trends shaping the future
AI is a strategic necessity for the future of marketing, with transformative impacts on how businesses understand, reach, and serve their customers:
- Greater integration: AI will become embedded in marketing ecosystems—from CRM to marketing automation platforms—offering a seamless flow of customer data and content execution.
- Customisation at scale: Brands will use AI not just to personalise content, but to tailor entire content journeys across segments and touchpoints.
- AI-augmented creativity: Creative teams will collaborate with AI for idea generation, content drafting, and visualisation—freeing them to focus on innovation and storytelling.
- Predictive modelling: AI will enable businesses to anticipate customer needs, preferences, and actions before they occur. This leads to more proactive and efficient marketing strategies.
- Engaging customers 24/7: The future includes widespread use of AI chatbots and virtual assistants that can solve problems, and even detect emotional tones through natural language processing.
- Optimisation of marketing processes such as content optimisation, and budget allocation will increasingly be automated using AI algorithms, saving time and improving outcomes.
- Real-time marketing decisions: AI systems will become central in helping companies quickly adapt to market changes, consumer trends, and feedback.
- Compliance with data regulations will be non-negotiable. Responsible AI use will become a competitive advantage, requiring transparency and governance.
Strategic recommendations
AI is revolutionising marketing, but many organisations are struggling to unlock its full potential. There are difficulties in smoothly connecting AI tools with existing systems due to fragmented data sources and platforms that don’t talk to each other. Many organisations lack the expertise to manage AI effectively, and internal resistance can slow down AI adoption within organisations. Concerns around the accuracy of AI-generated insights, copyright violations, and lack of transparency continue to fuel hesitation. The biggest trap is jumping into AI without a strategy. AI needs direction, alignment with business goals, and support across the organisation.
Based on the study our growth marketing manager Risto Kauppinen conducted in Finnish companies, the use of generative AI offers both advantages and challenges. For organisations to get the most from AI in DCM, they should invest in training, governance, and integration with existing systems:
- Balance human and machine: Use AI to enhance productivity, but preserve human oversight for branding, quality control, and decision-making.
- Train your teams: Equip marketers with skills to use AI tools, including prompt writing, reviewing AI-generated content, and aligning outputs with brand strategy.
- Build an AI-ready Infrastructure: Integrate AI into CRM and marketing platforms, creating a strong foundation for scalable personalisation and automation.
- Prioritise data ethics: Ensure GDPR compliance and protect customer trust through transparent AI usage and consent-based data collection.
Looking Ahead
AI is not a passing trend—it’s becoming the backbone of modern content marketing. But its power must be harnessed thoughtfully. The future belongs to marketers who combine automation with authenticity, data with empathy, and algorithms with creativity.
Would you like to assess your AI readiness? Our AI Maturity Assessment can guide your journey to adopting AI in marketing and sales. Please contact Mika Hyötyläinen, our Chief AI and Consulting Officer, to learn more about leveraging artificial intelligence in marketing
Would you like to assess your AI readiness
Our AI Maturity Assessment can guide your journey to adopting AI in marketing and sales. Please contact Mika Hyötyläinen, our Chief AI and Consulting Officer, to learn more about leveraging artificial intelligence in marketing.
The article is based on:
Kauppinen, R. T. (2024). Exploring the role of generative artificial intelligence in digital content marketing (Master’s thesis). Jyväskylän yliopisto, School of Business and Economics.
Marketing AI Institute & Salesloft. (2024). The 2024 state of marketing AI report.
Nugroho, D. A. (2024). Analysis of machine learning and AI to enhance marketing needs and customer satisfaction. International Journal of Social Service and Research, 4(12), 1–7.
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294–310.
