IA y Marketing

How does AI influence marketing?

Supermedia Studio, leading digital marketing agency in Marbella, is pleased to write a few lines about artificial intelligence in the marketing sector.



It is no secret that artificial intelligence (AI) is changing many business sectors. In this article, we will talk about how AI is specifically influencing the content marketing sector and how the intervention of a human professional is necessary for its correct use.


To begin with, when we talk about content marketing we are referring to a marketing strategy, essential to any business, that focuses on the creation and distribution of relevant, valuable and engaging content to attract, retain and engage with a specific audience.

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While many people may see AI as a threat, others see it as an opportunity. Supermedia Studio, digital marketing agency in Marbella, believes that AI can be of great help in creating, measuring, optimising and analysing the performance of content. It can also be a great help in identifying audience-related patterns, but for AI to be effective, it needs a professional behind it to harness its potential.


For example, AI can analyse data from an online advertising campaign and determine which ads are getting the best results, but a human professional can analyse these results and understand why some ads perform better than others and make the most appropriate decisions. By better understanding your target audience, you can generate more engaging and relevant content that is more effective and get better results.


What are the most commonly used AI tools for content marketing?


We will talk about the tools that can help us the most within the 3 pillars of content marketing: Copy, SEO and visual content.

For natural language generation (NLG) tools such as Articoolo and Wordsmith are used.

Articoolo is an AI platform that focuses on automatic article generation. It uses machine learning algorithms to create content from a short description or summary provided by the user.

Wordsmith is a tool developed by Automated Insights, which focuses on the automatic generation of data-driven reports and narratives.


Regarding SEO, tools such as Yoast SEO and SEMrush are widely used by SEO professionals.

Yoast SEO helps optimize a website’s content to improve its visibility in search engines. It provides real-time analysis and recommendations while the content is being written.

SEMrush offers a wide range of functions for keyword research and analysis, SEO optimization, competitor analysis, paid ad management and more.


Another very relevant tool for content marketing, and in particular, the creation of visual content, is Midjourney. This artificial intelligence programme is used to create highly detailed, precise and defined images from descriptive text.

AI is an increasingly relevant tool in the industry, but its use can also pose challenges.

It is often the case that AI creates content that is difficult to understand or interpret, and is not always 100% reliable. Moreover, it does not always go hand in hand with content created by a professional, which can cause confusion and even offend the target audience.


In conclusion, artificial intelligence can do many things on its own, but it needs a human professional behind it to maximize its potential. In a digital marketing agency, human professionals can interpret data, make strategic decisions, add creative value and work in tandem with AI to develop effective campaigns and exceptional results. The combination of AI and human professionals can be the key to success in digital marketing.