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Unless you’ve been asleep for the last three years, you’ve heard the buzz that more and more companies are using AI for marketing. Indeed, the future of AI in marketing looks assured when you consider that schools like Cornell University, The Wharton School of the University of Pennsylvania, and Northwestern University are now providing courses focused on use cases for AI marketing tools.
You don't have to go back to school to expand your understanding of what's happening in this space, though. The following list of 30 examples of AI in marketing—from e-commerce to social media marketing to search engine optimization (SEO)—can be your starting point for learning.
These examples can help spark your thinking about how to use AI marketing tools in the future. Although, to be frank, if your company and its marketers aren't yet using AI solutions or at least researching the benefits of AI marketing tools, you're already falling behind. And even if your business is among those on the leading edge of using AI for marketing, the technology is evolving so rapidly that you can't let up on efforts to keep pace with change.
Introduction to AI in Marketing
AI technology, including generative AI tools, is helping to enhance essentially all aspects of marketing from lead generation to customer relationship management (CRM). The global AI in marketing market is set to reach $47 billion in 2025, up from $12 billion in 2020, representing a massive 36.6% compound annual growth rate.
AI-powered tools are providing crucial, real-time insights into consumer behavior through advanced models that can process vast amounts of data. Marketing organizations are using AI to automate social media and outreach programs, facilitate dynamic pricing, optimize digital ad bidding, segment audiences, and deploy autonomous AI agents that work around the clock to handle complex workflows.
AI-Powered Marketing Automation and CRM
1. Salesforce
Salesforce is the leading global provider of CRM software and applications—and the company is at the forefront of innovating with generative AI through its Einstein GPT platform, now rebranded under "Agentforce" in 2025. Salesforce's AI solution now includes Sales GPT for auto-generating personalized emails with CRM context and Service GPT for creating personalized responses and work summaries.
By 2025, Salesforce has introduced Agentforce with unlimited AI usage plans and AI-powered digital labor that can work alongside human employees on organization-specific workflows. The company's combined Data Cloud + AI products have hit $1 billion in annual revenue, growing 120% year-over-year, showing concrete evidence that AI features are becoming a major revenue driver.
2. HubSpot
HubSpot's latest AI solution features Breeze Agents, including Customer Agent that resolves over 50% of support tickets and reduces ticket closing time by nearly 40%, and Prospecting Agent that researches target accounts and personalizes outreach. The enhanced Customer Agent now works across WhatsApp, Facebook Messenger, and email, learning from unstructured data like PDFs and up to 1,000 pages of websites.
HubSpot has introduced Content Remix for Video that turns a single video into a full campaign with clips, audio, and written content, plus HeyGen Integration that converts blog posts into studio-quality videos. The company has also launched AI-powered Workspaces for sales, customer success, and support teams to consolidate workflows and reduce context switching.
3. Adobe Marketo Engage
Adobe Marketo Engage continues to be the world's largest marketing automation platform, now enhanced with AI tools like Adobe Target that act as digital experiment labs for marketers, using AI to remove manual labor from A/B testing processes. Adobe's 2025 research shows that 62% of senior executives identify AI and machine learning advancements as top priorities for workflows, decision-making, and hyper-personalization.
AI for E-Commerce
4. Amazon
Amazon remains a powerful example of AI in marketing, with over 20 years of AI integration. The company continues to leverage AI for personalized and speech recognition-enabled shopping experiences, robotics and automation in supply chains, and advanced recommendation systems that process behavioral data at massive scale. Amazon's latest "Interests" feature uses generative AI to create personalized shopping prompts tailored to customer preferences and budget constraints.
5. Alibaba
As the world's largest e-commerce company, China's Alibaba continues to grow its vast trove of data from 1.3 billion active customers, using that information to optimize virtual shopping experiences through precise product recommendations and pervasive personalization. The company has expanded its AI model offerings to third-party developers, positioning itself as competition to OpenAI and Meta in the enterprise AI space.
6. eBay
eBay has enhanced its AI tools for sellers, enabling them to create 3D product renderings instantly without professional equipment to create more natural browsing experiences for buyers. The platform now uses advanced computer vision AI to analyze visual content across listings, helping sellers optimize their product presentations and buyers find items more effectively.
7. Walmart
Walmart continues to leverage AI across its 4,700 stores and 600 Sam's Clubs, using robotic floor cleaners equipped with inventory intelligence towers that scan inventory and alert warehouses when stocks need replenishing. The retailer has expanded its AI capabilities to include predictive analytics for demand forecasting and dynamic pricing optimization across both physical and digital channels.
AI-Enhanced Advertising and Campaigns
8. Google
Google has supercharged Search with new AI capabilities including Circle to Search and AI Overviews, which are changing how people search by allowing them to search with images, voice, and even by snapping pictures of what they want to buy. Google's Meridian—an open-source Marketing Mix Model with access to both Google and YouTube data—is set for global rollout in early 2025 to provide transparent and robust measurement solutions.
9. Facebook
Facebook continues to use AI writing assistants to help users automatically generate and create ads on its platform. The platform now enables dynamic headlines and creative through AI-generated suggestions, dynamic remarketing, and advanced targeting capabilities that analyze first-party data patterns without using cookies. These AI enhancements help marketers create more personalized ad experiences while respecting privacy regulations.
10. Spotify
Spotify continues to make extensive use of AI to curate and design playlists for listeners, with its Spotify DJ program serving up songs users may like based on learned preferences. The platform has expanded its AI capabilities to include mood-based recommendations, contextual playlist generation based on time of day and activity, and advanced audio analysis for content discovery.
11. Netflix
Netflix remains the dominant OTT platform through its use of AI and machine learning to deliver highly personalized suggestions based on viewing history, preferences, and location, with its AI-powered recommendation feature estimated to be worth $1 billion annually. The platform has advanced its AI to predict content performance, optimize production decisions, and personalize promotional content for individual users.
AI in Social Media Marketing
12. Coca-Cola
Coca-Cola has continued its AI innovation with expanded use of generative AI platforms for creative campaigns, building on its successful "Create Real Magic" contest that engaged digital artists in creating original artwork using iconic Coca-Cola assets. The brand now uses AI for real-time social media monitoring, sentiment analysis, and dynamic content personalization across global markets.
13. Nike
Nike has expanded its AI capabilities beyond its Nike Fit app to include advanced predictive analytics for customer purchasing behavior and demand forecasting. The company now uses AI for hyper-personalized product recommendations and dynamic inventory management across its direct-to-consumer channels.
14. Starbucks
Starbucks continues to enhance its Deep Brew initiative, using AI and IoT to drive personalization, optimize store operations, and improve inventory management. The company has expanded AI integration to include predictive maintenance for equipment, dynamic menu optimization based on location and weather, and personalized mobile app experiences.
15. Airbnb
Airbnb has enhanced its AI technology for safety and pricing optimization, using machine learning algorithms to scan social media and public information for background checks while deploying smart pricing algorithms to boost occupancy rates. The platform now uses AI for automated property categorization, dynamic search ranking, and personalized travel recommendations.
AI for Content Creation
16. Grammarly
Grammarly continues to be powered by advanced AI that combines rules, patterns, and techniques like machine learning and natural language processing, with GrammarlyGo serving as a communication assistant that uses generative AI to create content based on user voice. The platform has evolved beyond basic grammar checking to offer style suggestions, tone optimization, and brand voice consistency across multiple languages and contexts.
17. OpenAI
OpenAI continues to lead the generative AI space with ChatGPT and has developed tools like Talk to Transformer for AI-powered conversations that help content creators quickly generate ideas. The company is now focusing on AI reasoning capabilities and frontier models that push boundaries in natural-language processing, image generation, and coding.
18. BuzzFeed's AI Content
BuzzFeed's AI-powered content creation has evolved beyond quizzes to include personalized articles, dynamic newsletter content, and interactive media experiences that adapt to individual user preferences. The platform now uses specialized AI technologies designed to excel at particular content creation tasks, often outperforming general-purpose AI solutions.
AI in Customer Service and Chat Support
19. IBM
IBM Watson Assistant continues to provide adaptable AI chatbot capabilities using deep learning, machine learning, and NLP models to understand questions and complete user actions through conversational AI. IBM has enhanced Watson with improved reasoning capabilities and specialized applications for different industries, focusing on creating AI agents that can make autonomous decisions and adapt to changing environments.
20. Uber
Uber continues to be an AI-first company, using AI throughout its platform for customer service routing, dynamic pricing, risk assessment, and marketing optimization. The platform has expanded its AI capabilities to include predictive analytics for demand forecasting, route optimization, and personalized user experiences across its various services.
21. Zendesk
Zendesk's AI capabilities have evolved to include advanced bot builders that deploy customer service bots pre-trained with customer intent, leading to more personalized responses and intelligent triage that automatically routes requests to the right agents. The platform now offers sentiment analysis integration and predictive customer satisfaction scoring.
AI in Search Engine Optimization (SEO)
22. SEMrush
SEMrush's AI-powered SEO Writing Assistant provides real-time feedback on SEO, readability, originality, and tone of voice, while its AI Rephraser tool helps adapt content for different channels. The platform has enhanced its AI capabilities to include content gap analysis, competitor content strategy insights, and automated technical SEO recommendations.
23. Yoast
Yoast's generative AI-powered tools help marketers create compelling headlines, blog posts, social media updates, and meta descriptions. The platform has integrated AI-powered content optimization that adapts to Google's latest algorithm updates and Search Generative Experience (SGE) requirements.
24. BrightEdge
BrightEdge Insights continues to serve as an AI-powered personal data analyst, using deep learning to automate website improvement recommendations, error fixes, and competitor analysis. The platform now includes AI features designed to help websites appear in Google's SGE results and other AI-powered search features.
25. HubSpot
HubSpot's AI-powered SEO tools, known as "Breeze," help optimize websites by finding keywords, improving content, building backlinks, and providing AI-powered workflows that build optimization strategies from plain language descriptions. The platform's Content Agent now suggests better blog topics based on top-performing content and automates pre-publish tasks like writing meta descriptions and adding internal links.
AI for Call Tracking
26. Banner Health
Arizona-based Banner Health, one of the largest nonprofit healthcare systems in the U.S., uses Invoca's call tracking and analytics platform to optimize its media spend and decrease cost per appointment. After it implemented the AI-powered solution, Banner Health was able to track which marketing efforts were driving appointment calls, making it easier for the business to optimize its budget and personalize customer experiences.
Read the full Banner Health case study here
27. DISH Network
Satellite television company DISH Network turned to Invoca's AI-driven conversation intelligence platform when its marketing team wanted to start optimizing paid media for subscriber LTV, without losing scale. DISH worked with Invoca to create closed-loop attribution enhanced with subscriber LTV. Through this move and related strategies, DISH saw a 500% lift in return on advertising spend (ROAS).
Read the full DISH Network case study here
28. Comfort Keepers
Comfort Keepers is a leading provider of in-home care for seniors, with over 650 franchisee locations. Franchisees rely on the company's marketing team to deliver new sales opportunities and qualified job applicants. Comfort Keepers uses Invoca's AI-powered call tracking solution to understand which calls come from its website or a search ad extension, so its knows exactly which calls its driving to franchisees through its national advertising efforts.
Read the full Comfort Keepers case study here
29. Rogers Communications
If you're struggling to see which Google Ads efforts are contributing to your revenue, you're not the only one. Rogers Communications is a leading communications and media company, and Invoca stepped in to help them see exactly which of their campaigns, ads, and keywords were driving phone call conversions. This was a game-changer. Rogers is now able identify their highest-performing campaigns and use that intel to power up their Google Ads with Smart Bidding. The results? A tremendous 82% decrease in cost per acquisition over two years and an 18% boost in net revenue from paid search!
Invoca also helped Rogers spot keywords that were attracting the wrong kind of calls, like customer service inquiries. By cutting out these dud keywords, Rogers could reallocate that budget to their high-performing campaigns, making their marketing machine even more efficient.
Read the full Rogers Communications case study here
30. Rick's Custom Fencing & Decking
Taylor Wick, Director of Marketing at Rick's Custom Fencing & Decking, was looking for a way to track phone leads more accurately. Invoca's solution provided detailed call tracking data, allowing Wick and her team to understand which marketing efforts were driving the most valuable leads. By using this data to optimize their campaigns, they were able to reduce their cost per lead by 70% and double their lead volume. Additionally, Invoca helped them identify underperforming keywords that were wasting their PPC budget.
Read the full Rick's Custom Fencing & Decking case study here
Staying Ahead in AI-Driven Marketing with Invoca
As AI adoption reaches a critical tipping point with 88% of marketers now relying on it in their daily work, the trends shaping 2025 include autonomous AI agents, hyper-personalization at scale, and AI-enhanced decision-making that processes data at unprecedented speed and accuracy. This is the year AI agents become mainstream, moving from simple automation to intelligent software systems that can process multimodal information, show reasoning, and manage complex workflows.
These 30 examples of how companies are currently using AI in marketing offer insights into where the industry is heading. There is a wealth of AI-powered solutions you can add to your marketing toolkit right now—and that includes Invoca's cloud-based conversation intelligence platform.
You can use call attribution data from Invoca to inform media spending, marketing campaign tactics, and customer acquisition strategy, helping you to improve experiences all along the customer journey. And with Invoca's conversation analytics technology, Signal AI Studio, you can automate call listening and categorize calls in real time to identify trends, segment audiences, and find new strategic opportunities.
Additional Reading
Want to learn more about how Invoca's AI can help you boost marketing campaign performance? Check out these resources:
