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A Brave New World: Is AI in Digital Marketing A Friend or Foe?
AI in digital marketing is changing everything. Artificial Intelligence has arrived, and it’s transforming how businesses connect with customers, create content, and drive sales. The big question isn’t whether AI will change marketing; it already has. What matters now is whether you and your marketing agency are using it effectively.
A marketer reviews live campaign analytics data on screen, illustrating how AI in digital marketing helps Purplex create smarter, data-driven campaigns that deliver measurable results.
While most people know ChatGPT, AI marketing tools now do much more than write text. Today’s technology can create stunning images, produce professional videos, generate natural-sounding voices, and even handle customer conversations from start to finish.
These systems work by recognising patterns in massive amounts of data, then using those patterns to create new content or complete tasks. They’re not truly “thinking,” but they’re incredibly good at predicting what comes next in any given situation.
Where Most Businesses Go Wrong
Many companies use AI like a faster typewriter, asking for generic content that could apply to any business. Not only are the results predictably bland, but problems also start when the AI generates inaccurate information or completely misses what makes your business so unique.
Generic AI doesn’t understand the difference between your specific products, your customers’ real concerns, or the regulations that govern your industry. It’s like hiring a writer who’s never worked in your field; they may produce grammatically correct content, but it won’t connect with your audience and could put your brand and reputation at risk.
Adopting a Specialist AI Approach
The solution isn’t avoiding AI; it’s using AI that’s been trained specifically for your industry. That’s why, way back in 2019, Purplex appointed its first Machine Learning Computer Scientist, Sandy Lee. Sandy created the structure to help Purplex move into AI before most technology or marketing people knew what it could do.
We also developed Helix, our AI model for the window and door industry. Instead of generic knowledge, Helix understands building regulations, product specifications, and the real conversations that happen between salespeople and customers. This approach transforms AI from a basic writing tool into a knowledgeable team member.
From Conversations to Sales: AI That Takes Action
The latest AI agents can answer phone calls, respond to messages, book appointments, and update customer records automatically.
Imagine a system that handles initial customer enquiries, asks the right qualifying questions, schedules surveys or showroom visits, and ensures your sales team gets all the context they need before meeting prospects. It works across phone calls, text messages, social media, and website chat, providing consistent, knowledgeable responses around the clock.
The Competitive Reality
Your competitors are already experimenting with AI. The question is whether your marketing agency is using generic solutions that produce mediocre results or specialist models that truly understand their market.
While most companies use AI to work faster, the best decision is to use it to work better so you can create more relevant content, have more meaningful customer conversations, and ultimately win more business.
AI is definitely marketing’s friend, but only when used strategically with partners who understand both the technology and your market.
At Purplex, we’ve already integrated AI in digital marketing into the way we plan, create and deliver campaigns. If you’d like to see how our Helix model and expert team can help you work smarter, not harder, we’d love to talk.
You can reach us on 020 3137 9319, email grow@purplexmarketing.com, or get in touch via our contact page.
We’re here Monday – Thursday, 9 am – 5 pm and Fridays, 9 am – 4 pm.
About the Author – Martyn East
As an SEO Executive at Purplex Marketing, I focus on how technology is transforming marketing performance. From AI-driven digital campaigns to SEO and content strategy, I help businesses in construction, glazing and home-improvement sectors turn data and innovation into measurable growth.
Connect with me on LinkedIn or read more of my articles: Martyn East.
This entry was posted in AI Marketing, Digital Marketing
