Data-driven consumer insights: How AI and analytics are shaping the future of consumer media marketing

By Tabrez Alam, Data & Strategy Officer, Bobble AI

Over the past several decades, the marketing landscape has experienced rapid changes due to advances in technology, shifting consumer expectations, and indisputable data. Historically, market strategies relied heavily on intuition or broad demographic insights, but in 2024, as digital transformation accelerates, the approach to market strategies is also transforming with no less pace.

The advent of online platforms, social media, and mobile technology has revolutionised how brands engage with consumers by giving them access to an immense volume of real-time data. Coupled with recent advancements in artificial intelligence (AI) and analytics capabilities, this wealth of data has transformed marketing from an art into a science!

Today’s AI and data analytics provide organisations with tools that extend beyond traditional advertising models. They use predictive insights to anticipate consumer behaviours and tailor individualised experiences for every consumer. Marketing no longer means broadcasting generic messages but understanding each consumer’s nuanced preferences and creating tailored strategies that cater specifically to them. The coalescence of AI and analytics has opened up new possibilities for consumer engagement, such as personalisation, relevance, and real-time interaction—thus revolutionising how marketing operates today!

AI has redefined how brands engage and understand their audiences. Moving beyond guesswork and generalised strategies, marketers now have access to real-time, data-driven insights that assist them in predicting and responding accurately to consumer behaviour. In fact, McKinsey reports that AI-powered targeting can increase conversions by up to 20% – showing its huge potential as an improved marketing efficiency solution. AI’s capabilities for audience segmentation optimisation, as well as ad placement optimisation, make sure every effort invested goes toward reaching only relevant customers for maximum return on ad spend (ROAS).

One of the most innovative applications of AI in marketing comes through intelligent AI-powered keyboards, such as Google’s Gboard and SwiftKey. These smart keyboards embed AI-driven algorithms that predict users’ needs as they type, offering real-time product and service recommendations based on the context of their conversations. For instance, if a user mentions planning a trip, the keyboard may suggest nearby hotels, flights, or travel accessories—integrating advertising seamlessly into everyday digital interactions.

The shift towards contextual advertising marks a major milestone in the evolution of digital marketing. Unlike traditional methods that rely on broad, often intrusive, audience segments, AI allows brands to deliver personalised recommendations at exactly the right moment—based on the specific context of a consumer’s actions or conversations. This precision is what sets contextual advertising apart.

AI-powered platforms analyse user intent with incredible precision to deliver ads that directly address consumers’ immediate needs in real-time, creating interactions that feel organic and meaningful rather than disruptive – not only does this induce engagement with advertising campaigns, but it also helps build consumer trust as the advertising feels less like sales pitches and more like helpful suggestions. The constantly growing access to more consumer data (collected from browsing behaviour, purchase history, and social interactions) has resulted in an age of hyper-personalisation.

Businesses now employ AI to create hyper-customised marketing strategies tailored specifically for each individual. This means more than simply sending emails with names in them; rather, it involves learning their preferences, anticipating needs, and providing relevant offers at precisely the moment they are most likely to convert.

Companies such as Amazon and Netflix have long been pioneers in using AI to drive hyper-personalised recommendations. By harnessing consumer behaviour data to tailor product suggestions or content for each interaction, these platforms serve tailored offerings with greater relevance than ever. As a result, both organisations’ conversion rates increase, and customers begin trusting that brands understand their preferences and needs.

As AI and analytics advance, their applications will become even more refined, providing deeper insight into consumer behaviours and allowing for even more tailored experiences. AI keyboards represent just one example of how marketing can seamlessly integrate into everyday consumer interactions. The convergence of AI and marketing points towards a future where advertising becomes less intrusive or disruptive and more integrated into consumer experiences, helping brands form stronger, more meaningful relationships with their audiences.

In the end, it would be apt to mention that marketing has advanced beyond simply collecting data; rather, marketing today involves leveraging data to deliver engaging advertising experiences that create lasting customer engagement and brand loyalty.