Article’s

Artificial Intelligence (AI) is transforming modern marketing strategies by enabling businesses to deliver personalized, data-driven, and efficient customer experiences. This study aims to analyze the impact of AI technologies such as machine learning, predictive analytics, and chatbots on marketing practices. The research follows a descriptive methodology using secondary data sources including journals, industry reports, and case studies. The findings indicate that AI enhances customer engagement, improves decision-making, and increases return on investment (ROI) through targeted campaigns and automation. However, challenges such as data privacy concerns and implementation costs remain significant. The study concludes that AI is a powerful tool for modern marketers, but its successful adoption depends on ethical usage and strategic integration into business processes