Marketers have fully embraced AI according to Shopify's research: a 2023 Instapage survey of marketing professionals found that 95.8% use AI, with 55% stating that AI tools are now a permanent part of their workflows. The primary use cases? Social media, content ideation, and content generation—all core activities for product marketers.
Five Core AI Marketing Applications
The guide identifies five essential ways to leverage AI in marketing: ad targeting through predictive modeling and real-time bidding, workflow automation for scheduling and analytics, content creation for product descriptions and social posts, predictive analytics for understanding customer behavior, and personalization for tailoring campaigns across channels. For PMMs launching products, the ad targeting capabilities are particularly powerful—AI algorithms can optimize placement to reach the right audience at the right time.
Shopify offers four practical tips for implementation: define clear goals before selecting tools, scale at your own pace by starting with one campaign, stay flexible as the AI landscape evolves, and always add a human touch to keep campaigns authentic. The emphasis on authenticity is crucial for product marketers—AI should enhance your unique voice and positioning, not replace it.