Artificial intelligence (AI) is likely to have a significant impact on the online marketing industry in 2023 and beyond. Here are a few ways in which AI could potentially shape the industry:

1. Personalization: AI algorithms can analyze large amounts of data and make personalized recommendations based on user behavior and preferences. This could be used to tailor marketing messages and ads to individual users, potentially increasing their effectiveness.
2. Customer service: AI-powered chatbots and virtual assistants can provide fast and efficient customer service, answering questions and resolving issues for online shoppers. This could improve the customer experience and reduce the workload for human customer service representatives.
3. Content creation: AI-powered tools could be used to generate written content, such as product descriptions or blog posts, which could save time and resources for online marketers. However, it's important to note that the quality of AI-generated content may vary and may not be as nuanced or creative as content produced by humans.
4. Ad targeting: AI algorithms could be used to analyze user data and target ads more effectively, potentially increasing the ROI for online marketers. However, there are also concerns about the potential for AI to perpetuate biases and discrimination in ad targeting.
5. Search engine optimization: AI algorithms could be used to optimize website content and improve search engine rankings, making it easier for businesses to reach potential customers through search engines.

Overall, it's clear that AI will continue to play an important role in the online marketing industry in 2023 and beyond. While it has the potential to improve efficiency and effectiveness, it's important for online marketers to carefully consider the potential impacts and risks of using AI, as well as the ethical and societal implications of its use.