The future of Artificial Intelligence: Predictions, possibilities and its application in marketing

ChatGPT is just the first wonder product of many that will come in the future. The landscape of Artificial Intelligence is evolving rapidly, with innovations in the field accelerating at an unprecedented pace.

AI is already transforming every industry and changing the way people do their jobs. 

Tools such as ChatGPT make the copywriter’s job obsolete. Notion’s AI helps students. Grammarly reduces the need for copy editors. 

AI is the newest craze, and it’s expected to evolve massively in the foreseeable future.  

Did you know that 44% of companies rely on some sort of AI to conduct their business?

IBM inventors received 9,130 patents, of which 2,300 were related to AI.

This leads us to ask a burning question…

How will artificial intelligence evolve in the future?

In this article, we will explore the latest trends and predictions in AI marketing, including the potential benefits and challenges that may arise as AI becomes more sophisticated.

From natural language processing to autonomous machines and beyond, we will delve into the possibilities and limitations of AI as it continues to transform our world, and its applications to AI marketing and try to delve into some AI future predictions.

Will artificial intelligence continue to grow?

According to this research, artificial intelligence is a hot industry that is expected to grow into a 370 billion-dollar giant by 2030.

It is already being integrated into various industries, and its potential applications are expanding as research continues. While there may be some challenges and limitations to the growth of AI, such as ethical concerns and the need for continued development of infrastructure, it is expected to play an increasingly significant role in our lives and society.

Artificial Intelligence has a huge potential to transform the way we work and live, and it’s already revolutionising industries of all shapes and sizes – from healthcare to manufacturing.

The technology can help us automate boring tasks, gain insights from vast amounts of data and, most importantly, create unique, engaging experiences for our customers.

However, there are also challenges and limitations to the growth of AI that need to be addressed. 

One of the primary concerns is ethical considerations, such as the potential for AI to perpetuate bias or cause harm if not developed and used responsibly – did you know that Microsoft accidentally created a racist chatbot in 2016

Additionally, there is a need for continued development of infrastructure, including the development of more advanced hardware and software, and the creation of a regulatory framework that ensures the safe and responsible use of AI.

Will AI become sentient?

We asked ChatGPT if AI is becoming sentient. As a response, the machine learning wonder from OpenAI replied:

No, AI is not becoming sentient. While AI has made significant advancements in recent years, it is still far from being sentient or having consciousness like humans.

AI is a tool that relies on algorithms and data to perform specific tasks or make predictions. While it can simulate human-like behaviour, it lacks subjective experience and the ability to be self-aware or make autonomous decisions based on personal experience and emotions.

The Guardian’s recent article on sentient AI led us to wonder if ChatGPT’s statement is, in fact, correct.

Sentient AI is a huge topic of discussion, but how would this influence marketing?

First of all, there is no guarantee we could communicate with sentient AI, or control it. However, AI can simply simulate sentience.

The topic of sentient AI has been a source of fascination and concern in popular culture for decades. While AI has made tremendous strides in recent years, the idea of sentient AI, which possesses consciousness and self-awareness like humans, remains purely theoretical.

If sentient AI were to become a reality, it could fundamentally transform the way businesses interact with customers. For instance, AI could use its self-awareness to personalise and optimise marketing strategies in real-time, based on the specific needs and preferences of each customer.

However, as ChatGPT alluded to, there are significant ethical concerns around the development of sentient AI. 

In the meantime, the use of human-like AI, such as chatbots and messaging channels, can still be a powerful marketing tool. 

By simulating human-like behaviour and offering personalised assistance to customers, businesses can create a more engaging and seamless customer experience, leading to increased brand loyalty and sales.

Some examples of companies that use AI for marketing:


Business Insider reports that Google has recently announced a new wave of AI-related marketing efforts and services. 

The tech giant is expected to introduce the following:

– Ads’ auto-adjustment: Google will feed you ads based on your search queries and ad performance. With these tools, PPC performance is also expected to improve, making Pay Per Click an attractive marketing option for businesses in 2023.

– “Maximize lift”: This is an improved bidding tool to optimise YouTube’s algorithmic advertisement strategy. This tool will analyse an ad’s performance indicator, such as click rate, to better understand which ad to feed a YouTube user.

Recommended read: Updates coming in 2023 for Google users: our predictions


Your next TV show suggestions may actually be backed by AI!

Netflix has recently deployed an algorithm to learn more about user behaviour and hook them onto the platform with personalised recommendations – this allows 80% of users to discover perfect, binge-worthy series to spend their nights on.

And on top of that, the streaming giant uses the technology to review each frame and compress/decompress videos accordingly, to prevent images from being degraded.

Yes, those “Top Picks” are AI-generated!


From writing down your name on the cup to offering a personalised drink, Starbucks has always been big on personalisation.

So the company started using AI to take this a step further.

The company now collects and analyses customer data from its loyalty card and mobile app, including purchase history, location, and time of day.

They then implement predictive analytics to deliver personalised marketing messages to the customer, such as store recommendations and offers to increase their average spend.

The official app also offers a virtual barista service powered by AI, enabling customers to place voice-commanded orders directly from their phones. Starbucks has gathered data on over 90 million weekly transactions to achieve this.


Amazon deploys algorithms and AI over nearly every aspect of the business to better personalise shopping recommendations.

Data gathered from purchasing habits and search history is fed into the algorithms to optimise sales and inflate revenue.

Amazon’s AI even defines when prices are lowered, and increased when demand for a particular product is high.

Amazon has recently opened checkout-free physical stores in Seattle, Chicago and San Francisco, featuring AI-powered sensors and cameras.

The technology tracks which items a customer has picked up and charges accordingly upon leaving the store through the Amazon Go app.

How AI is applied to the marketing world

AI is increasingly being used in the marketing world to improve targeting, personalisation, and customer experience. Here are some examples:

– Predictive analytics: AI is already used in finance to predict future cash flow and in marketing to understand which products or services customers are most likely to purchase, allowing marketers to create ultra-targeted marketing campaigns with minimal effort.

– Chatbots: AI-powered chatbots can offer customers personalised and immediate assistance, enhancing the customer experience.

– Recommendation engines: AI algorithms can analyse customer behaviour and provide product recommendations, increasing the likelihood of customer engagement and repeat purchases.

– Natural language processing: AI-powered natural language processing (NLP) can analyse customer feedback and sentiment, helping marketers comprehend customer needs and preferences.

– Content creation: AI-powered tools can create personalised and pertinent content for customers based on their preferences and behaviour.

AI can even create content and AI-generated content marketing is becoming a huge trend, although creating entire articles with AI-powered tools such as ChatGPT is to be avoided, as it is already replacing writers all around the world. Plus, the quality of your AI work will never be the same as that of a professional writer.

Are artificial intelligence and machine learning the same or different?

Artificial intelligence (AI) is a broad field focused on developing intelligent machines to perform tasks that typically require human intelligence

Machine learning (ML) is a subset of AI that involves training algorithms to make predictions or decisions based on data

While ML is a technique used in AI, AI encompasses a much broader range of technologies and approaches.

Let’s expand this further.

Here are all the different key concepts related to machine learning that you really should know about:

– Deep learning: A subset of machine learning that uses neural networks with multiple layers to analyse data and make predictions. Deep learning has been used to develop some of the most sophisticated AI systems, such as self-driving cars and facial recognition technology.

– Natural language processing (NLP): A branch of AI that focuses on enabling machines to understand and interpret human language. NLP is used in applications such as speech recognition and language translation.

– Reinforcement learning: A type of machine learning in which an algorithm learns by receiving feedback in the form of rewards or penalties based on its actions. Reinforcement learning has been used to develop AI systems that can play complex games like chess and Go.

– Computer vision: A field of AI that involves enabling machines to interpret and understand visual data from the world around them. Computer vision has been used to develop systems for object recognition, facial recognition, and self-driving cars.

– Robotics: An interdisciplinary field that combines AI, machine learning, and engineering to develop robots that can perform a wide range of tasks. Robotics is used in manufacturing, healthcare, and many other industries.

AI marketing predictions in 2023

As a marketing agency, it is our job to keep up to date with all the latest technologies. Based on all the different concepts previously mentioned, here are some of the biggest trends we are seeing for AI in 2023:

#1 Increased use of AI-powered chatbots for customer service and sales

AI-powered chatbots are becoming more sophisticated and can offer personalised, immediate assistance to customers. In 2023, we can expect more businesses to adopt chatbots to provide 24/7 customer support and improve the customer experience.

#2 Growth in predictive analytics for customer behaviour

Predictive analytics uses AI to analyse customer data and make predictions about future behaviour. In 2023, marketers may use this technology to gain insights into consumer behaviour and tailor their marketing strategies to specific audiences.

#3 Greater use of AI-powered content creation

AI tools can generate personalised and relevant content for customers based on their preferences and behaviour. In 2023, we may see more businesses using AI to create dynamic, engaging content marketing strategies for their audiences.

#4 Advancements in AI-powered visual search

Visual search allows users to search for products using images instead of text. In 2023, we can expect AI-powered visual search technology to become more sophisticated, making it easier for users to find products and for businesses to increase their visibility.

#5 Enhanced cybersecurity using AI

AI can help detect and prevent cyber threats, making it an increasingly important tool for protecting sensitive data. In 2023, we may see more businesses using AI to improve their cybersecurity measures and safeguard customer information.

Wrapping up

AI technology continues to evolve, and we can expect to see even more innovative applications in the years to come, revolutionising the way businesses interact with their customers and stay competitive in an ever-changing market.

The strides AI is taking towards content creation and marketing automation is both exciting and frightening at the same time – but as long as you are backed by a forward-thinking marketing agency, nothing should scare you!

Here at topflight Agency, we use programmatic marketing strategies and even AI to create performance-driven marketing campaigns that turn every cent in ad spent into a profit for your business.

To discover more, why not contact us for a free consultation today?

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