Artificial intelligence (AI) is rapidly reshaping how digital advertising works. As highlighted in a recent article by the BBC, brands are moving beyond basic demographic targeting and into far deeper personalisation.
AI now allows advertisers to tailor ads based not just on age or location, but on behaviour, interests, life events and even inferred emotional states.
From a digital marketing perspective, this shift has serious implications for businesses. On the positive side, AI driven advertising promises far less wastage. If ads are more relevant, they are more likely to be seen, remembered and acted upon. For businesses, that could mean better return on ad spend and more efficient campaigns.
However, this is where caution is essential, as hyper personalisation comes with risk. Ads that feel like they know too much about the individual can quickly cross the line into discomfort – and this trust is hard won and easily lost. Businesses that chase short term performance without considering brand perception risk damaging long term relationships with their audience.
There is also the ethical dimension. AI advertising relies heavily on data, and consumers are becoming increasingly aware of how their information is used. Regulators are paying closer attention, and expectations around transparency and consent are rising. Businesses that fail to take ethics seriously may find themselves exposed, both reputationally and legally.
Looking ahead, AI will almost certainly become a standard part of digital advertising. The winners will not be the brands that personalise everything at all costs, but those that use AI to enhance relevance while respecting boundaries. Strong creative ideas, clear messaging and ethical data use will therefore matter more than ever.
At Engage Web, we track the latest developments in AI and digital marketing. As the AI landscape evolves, we make sure your marketing evolves with it, without losing sight of trust, ethics or results. Get in touch with the team today to find out how we can help.
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