Artificial Intelligence is changing the game in marketing through new tools to analyse consumer behaviour, offer personalization of offerings, and increase ad campaign optimization. Using AI helps analyse big volumes of data, and automate a lot of processes that are too complex for humans to realise at larger scale and at lower costs. With AI, big consumer data can be analised with greater precision, segment consumers based on a wide range of factors, delivering most relevant content to each group. AI systems analyse past purchases, website behaviours, and other data points to generate personalised product or service offerings most likely to appeal to each individual customer. AI-powered chatbots engage in dialogues with consumers, answer their questions, and offer them real-time solutions, greatly improving customer satisfaction while reducing the workload for customer service. With the help of AI, it is possible to analyse in real time the effectiveness of advertising campaigns and promptly adjust budgets and strategies in order to achieve a maximum return on investment. This includes better refinement of ad campaigns with personalised offers. Automation of routine tasks frees the resources of the human team from the need to process manually a large volume of information and communicate with customers. Quick and precise responses to customer inquiries, presentation of relevant content, and personalised offers raise customer satisfaction and loyalty. Data of customers processed by AI systems should be protected. High dependence on an AI system may make one get exposed to vulnerabilities when they fail. The use of AI in distorting consumer preference could raise a number of ethical issues that would call for clear regulation. Artificial intelligence opens new horizons for marketers to innovate and improve customer interactions. However, technological innovation in this manner should be balanced against the ethical and legal boundaries of data usage. Intelligent and responsible use of AI can enrich marketing strategies to unending effectiveness and contribute toward long-term corporate success.