Companies use the AI mainly to optimize their internal processes, automate repetitive tasks and manage large volumes of data more efficiently. This allows to redirect resources towards strategic and creative activities of greater value. According to the “Experienci.A: Impact, trends and challenges for 2025 in digital marketing and artificial intelligence, of Lifey and Digital Thinking, 68.5%of the companies indicate the improvement of efficiency as the main benefit of AI, followed by the improvement of customer experience (35.4%), the increase in sales (33.7%) and reduction of costs (25.8%).
As for the specific applications of AI, message customization is the most common (62.4%), followed by automated content and images creation (57.3%). The AI is also used to analyze data and measure campaign performance (30.9%), improve SEO strategies (29.8%), offer customer service through chatbots (20.2%), optimize user experience (20.2%) and segment audiences (18%).
«For us artificial intelligence is not just a tool. In Sidn Digital Thinking we see AI as a catalyst that is redefining digital marketing, ”says Alejandra Domínguez, general director at Digital Thinking Sidn.
Ignorance of AI capacities in DXP
Social networks are the digital channel where AI (56.8%) is used, due to their ability to analyze large volumes of user data, customize content and optimize advertising campaigns in real time. It is followed by the corporate website (36.9%), where the AI improves the user experience through chatbots, personalized recommendations and behavioral analysis. Other channels include email marketing (34.1%), landing pages (22.7%), e-commerce (21%), customer portals, suppliers and distributors (18.8%) and mobile applications (18.2%).
Greater efficiency and customization of messages, keys for 2 out of every 3 professionals who use AI in their digital marketing
Although digital experience platforms (DXP) integrate predictive and generative functionalities, only 46% of respondents ensure that their DXP have these capabilities. This lack of knowledge is reflected in the need for technical training to use AI in DXP, although these functionalities are usually designed to be intuitive and accessible to all team members.
Professionals who have used AI in their DXP highlight the automated content of content (58.6%) as the main use, followed by automated translations (36.4%), data analysis (31.4%) and the use of chatbots (27.1%). Other uses include the automated generation of images (27.1%), the creation of Metapicthas for SEO (27.1%), the customization of the user’s route (13.6%) and the segmentation of users (9.3%).
AI as a dominant trend in digital marketing
The study also explores the forecasts and challenges of AI in digital marketing. According to the interviewees, AI is consolidating as the dominant trend in this field (87.5%). The adoption of AI is reflected in the increase in investment in this technology, with 67.1% of respondents already integrating it into their digital marketing strategy and 20.1% planning to implement it this year.
Despite its growing adoption, AI faces several challenges. The ethical issue is an important concern (28.3%), followed by ignorance about the possibilities of AI (27.7%) and the lack of qualified profiles (25.2%). These challenges underline the need to address issues such as privacy, transparency and algorithmic biases. In addition, lack of training (69.7%) to work with AI tools is a significant obstacle.
