AI for Marketing: Best Practices & Software in 2025

AI for marketing is transforming how teams attract, engage, and convert customers in 2025.

Instead of relying on gut instinct or outdated playbooks, marketers now use AI to analyze data, personalize campaigns, predict buyer behavior, and optimize performance - all in real-time.

The challenge? The AI landscape is crowded, and not every tool delivers meaningful results.

That’s where this guide comes in to save the day.

In it, I’ll break down exactly how AI for marketing works, the best practices driving real outcomes, and the top AI marketing software to consider, so you can run smarter campaigns, maximize ROI, and stay ahead of the curve.

How is AI used for marketing in 2025?

Marketers are using AI for marketing to transform how campaigns are planned, executed, and optimized across the full customer journey.

Instead of relying on manual processes or educated guesses, AI uses real-time data, predictive insights, and agentic automation to help teams make better decisions at every stage.

Today, AI for marketing powers everything from audience targeting and content creation to personalized messaging, pricing adjustments, and real-time campaign optimization.

As a result, it allows teams to anticipate customer behavior, identify high-intent leads, and coordinate campaigns across multiple channels with much greater precision.

But AI isn’t just about saving time on repetitive tasks.

It’s already becoming a vital partner in shaping strategy, improving execution, and driving real results - whether that’s getting more leads, keeping customers engaged, or growing revenue.

What are the benefits of using AI in marketing?

The benefits of using AI in marketing are numerous, and they are transforming how teams operate, make decisions, and drive growth from the ground up.

Here are some of the things AI brings to the table:

Smarter targeting - AI analyzes huge datasets to segment audiences based on real behaviors, preferences, and intent, which goes far beyond traditional demographics.
Hyper-personalization at scale - AI dynamically tailors content, offers, and messaging for each prospect or customer based on their actions and profile.
Real-time decision making - Instead of waiting for reports after something has already happened, AI continuously monitors performance and optimizes campaigns on the fly.
Increased efficiency and automation - Repetitive tasks like lead scoring, email sequencing, and ad placement can run automatically, freeing teams to focus on strategy.
Predictive insights - AI models help forecast customer behavior, identify churn risks, and surface high-intent leads early.
Improved ROI and budget allocation - AI helps allocate spend to the highest-performing channels and tactics based on live performance data.
Better creative output - AI assists with copywriting, visual design, A/B testing variations, and creative optimization, allowing teams to test faster and produce more.

With AI	Without AI
Real-time audience segmentation based on behaviors and intent.	Static segmentation based on basic demographics.
Hyper-personalized content delivery at scale.	One-size-fits-all messaging.
Predictive lead scoring and pipeline forecasting.	Reactive pipeline management based on lagging indicators.
Automated campaign optimization.	Manual monitoring and adjustments.
Faster creative production with AI-generated content.	Slower creative cycles relying fully on manual work.
Smarter budget allocation based on performance data.	Budget allocation based on historical reports and assumptions.
Always-on performance monitoring.	Periodic campaign reviews.
Early churn and upsell detection.	Missed signals until after customer loss.

10 ways that you can use AI for marketing

We’ve already seen how AI is reshaping how marketers plan, optimize, and run campaigns, but what does that actually look like in practice?

Namely, AI for marketing isn’t one single tool or feature.

It’s a growing set of capabilities that help teams target the right audiences, personalize outreach, optimize performance, and drive better results at every stage of the funnel.

Here’s a closer look at how AI is being applied across the marketing funnel, powering everything from smarter targeting to real-time personalization and more efficient pipeline growth.

1. AI-powered ICP building

One of the most important - and most overlooked - areas where AI is changing marketing is how companies define who they’re actually selling to.

Traditionally, building an ICP meant pulling basic firmographic data like company size, industry, and location.

But that often leaves out the real buying signals: what technologies they use, how fast they’re growing, what their recent hiring trends are, or how closely they actually resemble your best customers.

AI-powered ICP building goes much deeper than that.

Instead of just checking off surface-level attributes, AI analyzes dozens of data points, such as intent signals, enrichment data, CRM history, job postings, funding rounds, and website behavior to create a far more complete profile of your true best-fit customers.

This level of depth helps marketers:

Focus their targeting on accounts most likely to convert from the get-go.
Build much more relevant ad audiences and outreach lists.
Eliminate wasted spend on poor-fit accounts.
Align sales and marketing around the same high-potential opportunities.

This is where tools like Warmly step in.

Warmly’s AI Marketing Ops agent comes with a sophisticated ICP engine that pulls together firmographic, technographic, behavioral, and intent-based signals to automatically define your ideal profile, adjusting it on the fly as relevant factors change.

But it doesn’t stop at that.

Once the profile is built, Warmly’s AI agent continuously identifies new prospects that match those exact characteristics, so you’re always feeding your pipeline with the right accounts.

2. Intent-based lead scoring and qualification

Finding the right accounts is only step one.

Next, you need to know when they’re ready to engage. And that’s where intent-based lead scoring comes in.

Instead of treating every lead the same, AI looks at real-time behavior signals, such as:

Website visits.
Pricing page views.
Content downloads.
Ad interactions.
Social engagement.
And dozens of other micro-signals that indicate where a prospect is in their buying journey.

AI continuously monitors and analyzes all these signals, scoring leads dynamically as new data comes in.

The result? Marketing and sales teams can prioritize leads showing the strongest intent, and not just the ones that filled out a form.

With intent-based scoring, teams can:

Surface hot leads in real-time.
Trigger the right initial outreach and follow-up sequences automatically.
Shorten sales cycles by catching buyers while interest is high.
Reduce time wasted on low-intent or unqualified prospects.

This is where Warmly makes a real impact.

By combining CRM data, data from 10+ data enrichment providers, and live buyer signals, Warmly builds continuously updated lead scores that reflect true buyer readiness.

Hot leads are automatically routed to sales with Slack alerts and automatic CRM syncs, allowing your team to engage at exactly the right moment.

Instead of playing catch-up, you’re now one step ahead of your buyers, which is exactly where you want to be.

3. Hyper-personalized offers - in real-time

Even the best targeting and lead scoring won’t move the needle if your message feels generic.

That’s why personalization is where AI becomes a true differentiator.

Real-time personalization means adjusting your messaging, offers, and website experience on the fly based on who’s visiting, where they came from, and what they’re doing right now.

AI processes behavioral signals, traffic sources, firmographic data, and persona insights to tailor the experience in milliseconds.

With real-time personalization, teams can:

Show custom offers to different audience segments.
Adjust messaging based on traffic source or referral partner.
Personalize CTAs for returning vs. first-time visitors.
Serve dynamic content depending on the buying stage or intent level.

Warmly’s Demand Gen agent brings this capability to life.

As soon as a visitor hits your site, Warmly identifies their persona, buying intent, and traffic source and then serves personalized offers, messages, or CTAs that match that visitor’s likelihood to convert.

Whether it’s a special incentive for a high-intent lead or a softer educational CTA for an early-stage visitor, every interaction is tailored in real-time.

As a result, you get more engagement, higher conversion rates, and a far more relevant buyer experience without the need for complex manual segmentation.

4. Signal-based ad targeting

Ad targeting used to be mostly guesswork: pick some firmographic filters, add a few interests, and hope your ads land in front of the right people.

AI has changed that landscape completely.

Signal-based ad targeting taps into real-time behavioral and intent signals to build highly dynamic, hyper-relevant ad audiences.

So, instead of relying only on static lists, AI continuously updates audience segments based on who’s showing buying signals right now - whether that’s:

Recent site visits - especially visits to high-intent pages like pricing.
Content engagement.
Social media activity (e.g., engagement with your or competitors’ posts).

With signal-based targeting, teams can:

Build dynamic retargeting lists that refresh automatically.
Focus ad spend on accounts actively showing interest.
Minimize wasted impressions on low-intent or out-of-market prospects.

Warmly makes this fully operational by automatically syncing onsite and offsite behavioral signals to your ad platforms.

As prospects engage across your channels, Warmly builds continuously updated lead segments and pushes them directly to ad networks like LinkedIn, Facebook, and Google.

This way, your ads are always aimed at the highest-intent prospects, and not outdated static lists, leading to better ad performance, higher CTRs, and much more efficient ad spend.

5. AI-powered lead workflows and nurture sequences

Even with the right leads and targeting, timing is everything.

Not every buyer is ready to convert the moment they engage, and that’s where AI-powered workflows step in.

Instead of forcing leads into rigid nurture tracks, AI monitors behavior in real-time and dynamically adapts each lead’s journey based on their level of intent, recent activity, and engagement patterns.

As a result, every prospect receives the right touchpoint at the right time, be that email, ads, chat, or a live rep.

Warmly’s AI-powered Orchestrator handles this entire process end-to-end.

As leads interact with your content, site, and ads, Warmly detects their intent level and routes them into tailored email and/or LinkedIn campaigns.

Each message or connection request the Orchestrator sends will be perfectly tailored to every lead’s journey stage, previous interactions, and behavioral signals, making your messaging more relevant and personalized across levels.

This keeps your pipeline constantly moving, ensuring no opportunity gets lost, and every lead is always being guided toward conversion.

6. Content creation

Creating high-quality content has always been one of the biggest resource drains for marketing teams.

Blog posts, ad copy, landing pages, email sequences - it all adds up fast.

Generative AI is now taking a massive load off by helping teams produce content faster, at scale, without sacrificing quality.

Generative AI models can draft everything from long-form articles to email subject lines, product descriptions, and social media posts, all based on your inputs, audience data, and desired tone.

Instead of starting from scratch, marketers get strong first drafts that can be reviewed, edited, and optimized by humans, allowing teams to:

Dramatically speed up content production cycles.
Generate multiple variations for A/B testing.
Personalize messaging for different segments or personas.

Many teams now use AI writing assistants like Jasper, Copy.ai, or ChatGPT to support their content engines.

And while cannot AI fully replace human creativity, it acts as a force multiplier, helping teams keep up with the growing demand for high-volume, high-quality content across every channel.

7. Chatbots and conversational AI

AI-powered chat is no longer limited to simple, scripted bots that frustrate users with dead-end answers.

Conversational AI has already become a key part of marketing, turning your website into a fully functioning, always-on sales assistant that can engage, qualify, and convert visitors in real-time.

Namely, modern AI chat systems go beyond just answering FAQs.

They can now analyze visitor behavior, adapt to each conversation, personalize responses, and then guide prospects to the right next step, such as booking a meeting, accessing content, or speaking with sales.

This is where Warmly’s AI Chat takes things even further.

Unlike generic chatbots, Warmly’s AI chat is trained on your brand’s unique messaging and product positioning - the same content you’d use to train your sales team.

Moreover, it recognizes high-intent visitors based on intent signals and personalizes conversations accordingly.

For example:

If an ICP lead lands on your site, Warmly can immediately surface a demo offer.
If a previously lost opportunity returns, the chat greets them with a “welcome back” sequence.
If a decision-maker changes jobs and visits your site, Warmly triggers outreach automatically.

The result? Smarter conversations, better visitor experiences, and more meetings booked, all while keeping your messaging fully on-brand and aligned with your GTM strategy.

9. Dynamic pricing

Pricing has always been one of the trickiest levers in marketing.

Set it too high, and you lose deals. Go too low, and you leave revenue on the table.

AI-powered dynamic pricing helps companies strike the right balance by continuously analyzing supply, demand, competition, customer segments, and external market signals to adjust prices in real-time.

Dynamic pricing allows businesses to:

Adjust pricing based on customer segment or buying behavior.
Respond quickly to competitor price changes or market shifts.
Maximize revenue during periods of high demand.
Offer personalized pricing models to different customer tiers.

While dynamic pricing has been widely adopted in industries like airlines, e-commerce, and ride-sharing, it’s becoming increasingly relevant for SaaS, subscription businesses, and enterprise sales as well.

AI models factor in historical deal sizes, customer budgets, product usage patterns, and seasonality to recommend optimized pricing strategies.

For B2B marketers, dynamic pricing powered by AI can open new doors for packaging flexibility, mid-funnel conversion optimization, and even upsell or renewal strategies, helping companies stay competitive while protecting margins.

10. Improved marketing strategy and research

Most AI for marketing conversations focus on campaign execution, such as targeting, personalization, and lead scoring.

But one of the most powerful (and still underutilized) applications of AI sits much earlier: marketing strategy and research.

AI can analyze massive amounts of qualitative and unstructured data - the kinds of inputs that marketers traditionally have to dig through manually for weeks, such as:

Past sales conversations and call transcripts.
Customer support chats.
CRM notes and pipeline activity.
Internal Slack discussions and deal reviews.
Product documentation and training materials.
Marketing collateral and website copy.

By processing these diverse data sources, AI surfaces patterns that help refine ICP definitions, sharpen positioning, uncover customer pain points, and even guide hyper-targeted keyword research.

One marketer shared on LinkedIn that they’re using a custom GPT-powered “business brain” that ingests real customer conversations, internal strategy sessions, and product materials, allowing them to refine ICPs, validate messaging, and build GTM strategies that are tightly grounded in what customers actually say and need.

The result? Smarter positioning, faster research cycles, and GTM strategies built directly from live customer data instead of assumptions.

4 best AI-powered marketing tools in 2025

So, we covered how AI is transforming nearly every part of marketing - from targeting and personalization to content creation and research.

But pulling it off requires the right tools.

Here are some of the best AI-powered tools helping teams put these strategies into action in 2025.

Tool	Best for	Starting price
Warmly	Full-funnel AI orchestration & signal-based engagement.	$599/mo.
Writesonic	Flexible content creation with SEO integration.	$20/mo.
Anyword	Data-driven copy optimization across ad, email & landing page copy.	$49/mo.
Omneky	Automated AI-driven ad creative & omnichannel campaign orchestration.	$99/mo.

1. Warmly - Full-funnel AI orchestration

Warmly is an AI-powered marketing platform built for modern GTM teams.

It helps marketing and sales identify ICP-fit prospects, track real-time intent signals, and automatically trigger the right outreach, ads, or offers based on each buyer’s behavior, turning engagement data into pipeline, without the manual busywork.

Standout features

AI marketing agents - AI agents that autonomously coordinate lead qualification, segmentation, and personalized outreach
Real-time ICP matching - Continuously identifies and surfaces new prospects that fit your evolving ICP.
Seamless Slack/CRM alerts - Instantly routes hot leads to sales with automated real-time notifications.
Signal-based ad audience sync - Builds and updates ad audiences dynamically based on live buyer signals.
AI Chat - Automatically engages, qualifies, and pushes leads further down the funnel, ensuring that each interaction is personalized, contextual, relevant, and on-brand.

Pricing

Warmly offers a free forever plan that allows you to reveal up to 500 monthly visitors, set up ICP filters to quickly identify high-quality leads, and automate basic lead routing.

If you need more, there are three tiers to choose from:

Data Only: Starts at $599/mo when billed monthly or $5,000 when billed annually, lets you identify up to 5,000 monthly visitors, first-party intent signals, alerts, and access to Warmly’s B2B prospecting database.
Business: Starts at $19,000/year for up to 10,000 visitors or $45,000/year for up to 75,000 visitors, everything in Data Only, plus third and second-party signals, sales orchestration, AI Chat, and lead routing.
Enterprise: Custom pricing, custom number of visitors, everything in Business, plus custom signals and warm calling.

2. Writesonic - Flexible content creation & SEO integration

Writesonic is an AI-driven content and SEO platform that supports everything from blog posts and ad copy to landing pages and social content.

With multi-model support (GPT-4, Claude), brand voice settings, and real-time SERP intelligence via Surfer SEO integration, it lets you create more strategic and efficient content workflows.

Standout features

AI SEO agent integration - Analyzes SERP data from Ahrefs and Search Console to shape content strategy.
Brand voice memory - Learns and applies tone settings across all outputs.
Content repurposing & editing tools - Resizes blog posts into tweets, emails, video scripts, or paraphrased versions.

Pricing

Writesonic has as many as six different pricing tiers:

Basic: $20/month, includes one user, one project, AI article writer, 10 AI Agent generations/month, 5 articles/month, etc.
Lite: $49/month, includes everything in Basic but with higher usage limits.
Standard: $99/month, includes everything in Lite with higher usage limits, plus brand presence tracking, automatic fixes using AI in site audit, etc.
Professional: $249/month, includes everything in Standard with higher usage limits, plus API access, access to ChatGPT 4, etc.
Advanced: $499/month, includes everything in Professional with higher usage limits, plus user management, project scaling, etc.
Enterprise: Starting from $1,499/mo, annual plan only, includes everything in Advanced with higher usage limits, plus advanced Generative Engine Optimization (GEO), SSO & enterprise-grade security, custom training, etc.

3. Anyword - Data-driven copy optimization across channels

Anyword is a marketing platform that uses AI to generate and optimize copy for ads, emails, landing pages, and social posts.

It analyzes performance data to score variations, predict conversion impact, and continuously improve messaging across campaigns, helping marketing teams nail each copy and content strategy.

Standout features

Predictive performance scoring - Rates copy effectiveness before launch.
Audience-specific language generation - Tailors tone and messaging to target personas.
Built-in A/B testing support - Quickly creates multiple versions for testing and iteration.

Pricing

Anyword has 4 pricing plans:

Starter: $49/month, for individual users, includes 1 seat, 1 brand voice.
Data-Driven: $99/mo, for smaller teams, includes 3 seats.
Business: $499/mo, for teams looking for more customization and personalization options, also includes 3 seats.
Enterprise: Custom pricing is available for teams that need custom-built AI tailored to their specific needs, with superior security options.

Each plan - except for Enterprise - offers a 7-day free trial.

4. Omneky - Automated ad creative generation & omnichannel campaign management

Omneky combines AI design generation with machine learning optimization to automate ad creation across multiple channels.

It adapts creative assets in real time based on campaign data, audience engagement, and performance trends, boosting conversion rates and reducing wasted spend.

Standout features

On-brand creative generation - AI-generated ad visuals designed to match your brand’s aesthetic.
Omnichannel campaign launcher - Simultaneously manages ad campaigns across Meta, LinkedIn, Google, and TikTok.
Creative optimization engine - Updates assets dynamically based on CTR, conversions, and platform performance.

Pricing

Omneky has three pricing plans:

Creative Generation Pro: $99/mo, includes AI product image and video generation, brand voice consistency with brand LLM, AI campaign brief, AI brand rules, etc.
Creative Generation Pro + Insights: $398/mo, includes everything in Creative Generation Pro, plus insights-powered automated ads, AI creative insights and recommendations (Meta only), insight-enhanced campaign briefs, etc.
Enterprise: Custom pricing, includes everything in Creative Generation Pro + Insights, plus omnichannel budget recommendations, omnichannel predictive analytics, custom fine-tuning of AI models based on 1P data, etc.

The first two plans come with a 7-day free trial.

AI x Marketing Case Study

To see how AI for marketing works in the real world, let’s look at how Kandji, a leading device management platform for Apple devices, is using Warmly’s AI capabilities to generate pipeline in real-time.

Kandji’s sales team leverages Warmly’s AI-powered chat to engage website visitors instantly.

As prospects land on the site, Warmly’s AI identifies the visitor’s company, generates personalized opening messages based on firmographic data, and kicks off intelligent conversations, much before a rep gets involved.

In multiple instances, Kandji’s AI chat engaged visitors, collected context (such as device needs and pricing questions), and automatically notified the sales team via Slack when a conversation was ready for human handoff.

From there, Kandji’s reps jumped into live chats directly from Slack, answered additional questions, and booked qualified meetings, often within minutes of initial engagement.

What’s especially important is that these wins happened just weeks after Kandji implemented Warmly, with minimal ramp-up time, allowing its team to get very tangible results from the get-go.

For Kandji, AI didn’t just save time. It added real, qualified pipeline by combining intelligent automation with real-time buyer signals.

What have AI’s challenges been in marketing?

AI’s challenges in marketing have been less about the technology itself and more about what it takes to apply it effectively.

As teams adopt AI to drive targeting, personalization, and content, many are running into real-world issues around data quality, trust, privacy, and execution.

Here’s where the friction tends to show up and what marketers need to solve as AI becomes core to how we operate.

1. Data quality, bias, and transparency

AI is only as good as the data you feed it.

If the data is messy, outdated, or incomplete, you end up with bad predictions, off-target messaging, or audience segments that don’t make sense.

Plus, a lot of AI models work like black boxes, meaning that they make decisions, but it’s not always clear how or why.

That makes it harder for marketers to trust the outputs or adjust things when something feels off.

2. Privacy and regulations

As mentioned above, AI depends on data, and that creates big questions around privacy.

Marketers need to carefully navigate strict privacy laws (like the EU’s AI Act and U.S. state rules) that control how personal information is collected and used.

If companies mishandle data - even accidentally - it can lead to legal trouble and damage trust with customers.

3. Ethics and AI hype

As AI becomes more common, so does the pressure to use it responsibly.

Some companies overpromise what their AI can actually do (aka "AI washing"), while others push out content or campaigns that cross ethical lines, like undisclosed AI-generated influencers or deepfakes.

At the end of the day, audiences want honesty, transparency, and content that respects their trust.

4. Complexity and skill gaps

AI tools aren’t always simple to set up.

They often require specialized knowledge, from managing data to connecting systems and fine-tuning models.

Many marketing teams don’t have in-house AI experts, which can make implementation slow or frustrating, especially when older systems don’t easily connect with newer AI-powered tools.

5. Trusting AI’s decisions

Even when AI works well, people can be hesitant to fully rely on its recommendations, especially for sensitive things like pricing or targeting.

Marketers still want some level of control and explanation behind why certain decisions are made.

That’s why combining AI with human oversight tends to work best.

6. Company-wide buy-in

Rolling out AI isn’t just about buying a tool - it’s about getting everyone on board.

Teams need to agree on goals, processes, and how success will be measured.

Without clear leadership and alignment, many AI projects never move past the pilot phase.

How marketers can overcome these challenges

Next steps: Turn AI into your unfair advantage

AI isn’t a side project anymore, as it’s quickly becoming the backbone of how modern marketing actually gets done.

From targeting and personalization to content, strategy, and pipeline generation, the teams that figure out how to use AI the right way aren’t just working faster - they’re building a real competitive advantage.

And the key isn’t chasing every shiny tool.

Real success is about putting the right systems in place that combine smart automation with human judgment, so your team can focus on the conversations and deals that actually move the needle.

Ready to see how AI can help your team generate pipeline, engage the right accounts, and scale smarter?

Book a demo with Warmly and see what’s possible today!

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