This research aims to investigate the general public's attitudes towards the use of artificial intelligence in digital marketing and on social media. The paper provides insight into the real impact of artificial intelligence on the digital world and the opinions of the Croatian public. It consists of primarily collected data through an online survey and secondary data exploring definitions of artificial intelligence, the impact of AI technology on digital marketing and social networks, and finally touches on sustainability and the creation of a better future in harmony with artificial intelligence. The primary research was conducted from August to September 2023. The conducted research analyzes the attitudes and characteristics of a sample of 102 individuals, of which 44% belonged to Generation Z. The majority of respondents showed a positive attitude towards the use of artificial intelligence in digital marketing and on social media, highlighting benefits such as improved productivity and content control. However, there was expressed interest in greater control over the use of AI tools, especially in the context of communication with chatbots and data privacy protection. Nevertheless, it is concluded that artificial intelligence has become a key tool in digital marketing, with a majority having a positive attitude towards its use but also concerns about data security on social media. Further education on the benefits and security of AI and regulation of its use is needed.