Artificial Intelligence (AI) has vast potential in marketing. It aids in proliferating information and data sources, improving software’s data management capabilities, and designing intricate and advanced algorithms. AI is changing the way brands and users interact with one another. The application of this technology is highly dependent on the nature of the website and the type of business. Marketers can now focus more on the customer and meet their needs in real time. By using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms. Users feel at ease and are more inclined to buy what is offered when AI is used to personalise their experiences. AI tools can also be used to analyse the performance of a competitor’s campaigns and reveal their customers’ expectations. Machine Learning (ML) is a subset of AI that allows computers to analyse and interpret data without being explicitly programmed. Furthermore, ML assists humans in solving problems efficiently. The algorithm learns and improves performance and accuracy as more data is fed into the algorithm. For this research, relevant articles on AI in marketing are identified from Scopus, Google scholar, researchGate and other platforms. Then these articles were read, and the theme of the paper was developed. This paper attempts to review the role of AI in marketing. The specific applications of AI in various marketing segments and their transformations for marketing sectors are examined. Finally, critical applications of AI for marketing are recognised and analysed.

Artificial Intelligence (AI) will become an integral part of every commercial entity across the globe in the long term. The new trends in AI-driven automation reflect substantial changes in the AI landscape. It is evident in the form of reconfigured ideas, interests, and investments in the field of AI adoption by the enterprise [[1], [2], [3]]. This technology is sophisticated enough to recognise faces and objects, which has enormous implications for various business applications. For security purposes, facial recognition can distinguish individuals; On the other hand, object detection can be used to distinguish and analyse images. AI treats human images like cookies, allowing for more personalised services based on customers’ preferences. Some businesses are experimenting with facial recognition to diagnose their customers’ moods and, as a result, make appropriate product recommendations [4,5].

AI is primarily concerned with user retention and lead conversion in digital marketing. It can guide a user in the direction that aligns with the business’s goals by using intuitive AI chatbots, intelligent email marketing, interactive web design, and other digital marketing services. Several factors determine the impact of AI on digital marketing. ML, a subset of AI, is concerned with computer programmes that access data and use it to learn independently. It compiles data from various places, including social media accounts, menus, online reviews, and websites. AI then uses the information to produce and deliver content relevant to the audience. AI software enables in-depth online analysis of restaurants and their customers [[6], [7], [8]]. By implementing AI into marketing strategy, businesses can use the available data better and reach out to potential customers with attractive commercials at more convenient times.

Digital marketing gives a visibly pleasant experience for clients with AI for advertising across social media and digital platforms such as Facebook and Instagram. These platforms thoroughly assess users’ information before directing them to offers appropriate to their wants. AI also assists marketers in identifying and forecasting trends [9,10]. It prevents the company from overspending on digital advertising and ensures that the money is well spent. The ability of a computer to recognise objects, scenes, and activities in images is referred to as computer vision. Medical imaging analysis, face recognition, public security, and security monitoring are a few uses. If computer vision and AI are properly coupled, robots can predict what will happen in the future and act accordingly based on potential changes [[11], [12], [13]].

AI is a computer science technology that teaches computers to comprehend and emulate human communication and behaviour. Based on the data provided, AI has created a new intelligent machine that thinks, responds, and performs jobs the same way people do. AI can do highly technical and specialised activities such as robotics, speech and picture recognition, natural language processing, problem-solving, etc. AI is a collection of several technologies capable of executing tasks that need human intelligence. When applied to standard commercial processes, these technologies can learn, act, and perform with human-like intelligence. It simulates human intelligence in machines, saving us time and money in business transactions [[19], [20], [21], [22]].

AI is concerned with creating intelligent machines that can think and act like humans. It provides exceptional opportunities for a wide range of industries. Every industry mentioned is either terrified or enthralled by the arrival of AI. AI creates intelligent machines and devices that can think and react like humans. This technology has been dubbed the “next step” in the industrial revolution. It is believed that AI and ML hold solutions to most of today’s problems.