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Working with AI

By Andy Hastie and Chat GPT



AI has certainly generated a great deal of discussion in the last year. If we disregard those that believe it will lead to the rise of cybernetic overlords, or the end of the world, what is left are genuine concerns about the future of the creative industry, copyright and our jobs.


There’s no doubt that Artificial Intelligence (AI) is revolutionising digital marketing, bringing unprecedented changes in how brands interact with customers, analyse data, and develop strategies. At 11 London, we have always been keen to embrace new technologies, evaluate emerging platforms and integrate them when they prove to be useful. Test and learn is at the core of our strategic approach. 


Here are some of the breakthroughs we’ve experienced in our research so far:


  • Personalisation at Scale One of the most significant impacts of AI in digital marketing is the ability to provide personalisation at scale. AI algorithms can analyse vast amounts of data to understand consumer behaviour, preferences, and purchase history. This insight allows us to create highly personalised content and recommendations for individual users. For example, developing CRM automation sequences that are customised by AI based on previous interactions creating dynamic, timely and relevant email and SMS communications.

  • Automation of Routine Tasks AI is also streamlining and automating routine marketing tasks, freeing up valuable time for our team to focus on strategic planning and creative efforts. Tools like chatbots, which use natural language processing (NLP), can manage social media interactions, and even assist in lead generation. There are AI-driven solutions that provide instant responses to customer queries, improving customer satisfaction and engagement while reducing the workload.

  • Advanced Data Analytics The ability of AI to process and analyse large datasets is transforming how we approach data analytics. AI tools like Data GPT can identify patterns and trends that may not be visible to our analysts, providing deeper insights into customer behaviour and market dynamics. Predictive analytics, like those used by Meta for audience targeting, are proving valuable in optimising marketing campaigns, as they allow for real-time adjustments based on performance data.

  • Enhanced Content Creation AI has provided a plethora of new tools for content creation. While human creativity remains irreplaceable, AI can assist in generating content, such as writing product descriptions, generating social media posts, and even drafting articles (like this one). Tools like GPT-4 can produce coherent and contextually relevant text, while MidJourney and DALL-E are able to visualise storyboard concepts, making pre-visualisation faster and more efficient for creative projects, and there are also great advances being made in voice and video.

  • Improved Ad Targeting and Spend Efficiency Digital display advertising is another area where AI is making a significant impact. AI-driven platforms can analyse user data to deliver highly targeted ads to the right audience at the right time. Programmatic advertising, powered by AI, automates the buying and selling of ad space, optimising ad spend and maximising ROI. Google is continuously adjusting ads by adjusting placement, format and content tailoring the experience based on users search history and other digital footprints.

  • Enhanced Customer Insights Understanding the customer journey is crucial for effective digital marketing. AI tools can map out the entire customer journey, from initial contact to conversion and beyond. This comprehensive view helps us understand which touchpoints are most influential in driving sales and customer loyalty. AI-driven sentiment analysis can also gauge customer sentiment across social media and online reviews, providing valuable feedback on brand perception and areas for improvement.



AI is helping agencies like us to create more effective and efficient digital marketing campaigns, ones that can only deepen and extend the engagements that a brand has with the customers. It is evolving rapidly, and I realise as I’m writing this that by the time you read it, most of it will probably be out of date.


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