How AI Can Help Your Business in 2026

It’s hard to deny that Artificial Intelligence (AI) is here to stay, and it’s influencing what is happening online, from web development and social media marketing to PPC marketing and search engine optimization (SEO). As new AI tools are released rapidly, both marketers and business owners need to consider what to leverage and when to pull back. AI is a delicate line to walk, and it’s essential to consider both the pros and cons. 

Here are some tips on when to use AI and how it can help your business, from your trusted experts at Xi Digital. 

AI In Your Search Engine Optimization Strategy

AI has become an everyday tool in the SEO world, helping marketers analyze keywords, understand user behaviour, and streamline content planning. Tools powered by AI can quickly uncover search trends, structure outlines, and provide insights that once required hours of manual research. For many teams, this efficiency boost is invaluable.

But there’s a catch: more and more online content is starting to sound the same. With so many AI-generated blogs and articles appearing across the internet, users can tell when something feels a bit “off.” When writing looks almost human but lacks the nuance, tone, or authenticity that people expect from authentic brands, the disconnect can hurt trust and confidence in a brand. 

AI can support SEO, but it shouldn’t replace the voice, creativity, or lived experience that make your brand unique. Throughout the year, our search engine optimization has seen honest, helpful, and targeted content based on real customer inquiries and conversations make the most significant impact. 

Google Ads & Sponsored Posts

This year, the Xi Digital team attended the ThinkLeads conference at Google, where our marketing team and our Google Partners explored new campaign types, keyword styles, and ad types to meet search engine users where they are, using the power of AI technology. From broad match keyword match types to new campaigns like Demand Gen, there’s more AI and machine learning coming out of Google every day to create efficiencies on the platform, but it must be used strategically. 

One way that Google is using AI to support more effective ad campaigns is with broad match keyword types. Did you know that 15% of searches every day are brand new on Google? 

Leveraging broad matches can help you reach more searchers who are looking for services or products you offer, but are searching in a way you would have never thought to include, by pulling in semantic or related searches. While this tool is fantastic at opening up audiences, it needs to be watched closely by an experienced, human Ads team that knows how to control the quality of searches that are coming in, especially when you can’t predict the search because it’s brand new.

Working with a strong Ads management team means that transparency and control won’t be traded for automation and convenience. When you work with digital marketing agencies like Xi Digital, we take a human-focused approach that considers user behaviour and data.

Website Design & Development 

AI can be integrated directly into your website through tools like chatbots, automated support systems, intelligent search functions, personalization engines, and UX optimization plugins that help users navigate your site more smoothly. 

Chatbots have always been a popular tool for business, but as AI develops, we’re seeing more and more companies want to upgrade to AI-powered chatbots. Over the past year, our data shows that potential customers are calling more because they want their questions answered. While you can do this through website forms and even website content, sometimes the question is new. Unfortunately, the problem is that higher call volumes are not always manageable, especially in a tough economy and small teams. Leveraging AI Chatbots (or phonebots) can streamline your lead management by giving users answers to questions and connecting them to agents more seamlessly, to turn more inquiries into leads. With that being said, it’s important to keep a human element to your customer support, so that more complex situations can be sorted out between people. Frustrations with too much AI in customer support or sales can hurt brands’ reputations and bottom line. 

Social Media, Images & Videos

One of the most common uses of AI in marketing is generative images and videos being used in digital marketing and even in television campaigns and global campaigns. While AI visual tools like Sora can be used to bring creative concepts to life without actual source images or videos, they don’t consistently deliver the relatability and realness that actual people feel connected to. This experience is similar to when stock video and images became popular and easily accessible, helping business owners and marketers create marketing collateral without assets of their own. Because these photos, videos, and creatives are not initially made with the brand identity and intention at the start, they create distance between the users who can sense the difference between authentic brand content and computer-generated content. 

If you don’t have the tools, resources, or images available, you can use AI to get started. But consider first what will resonate with your audience compared to what might raise eyebrows and ignite questions. At the end of the day, good marketing is about meeting potential customers, clients, or patients where they are at. 

Make the Most of AI with Xi Digital

Artificial Intelligence can be an excellent research tool for consolidating ideas and exploring options; it can also help automate areas of your business that are taking up too much time. But be careful not to let it take away the magic of your brand. At Xi Digital, we navigate the intricacies of AI virtually every day. For insights, guidance, or advice, talk to our team – we’re here for you.