Digitalization, the accelerated development of technology and globalization have significantly influenced the evolution of marketing as such. The rapid development of the possibilities offered by artificial intelligence today has greatly contributed to this. Various tools and applications based on artificial intelligence can be of great benefit to marketers in performing their daily work. Some of the many possibilities that their application enables are sales forecasting, personalization, improving the user journey and experience, faster and more efficient decision-making, creating more successful marketing campaigns and increasing sales. Of course, there are also numerous challenges that come with the use of tools and applications based on artificial intelligence in marketing. Some of the biggest challenges companies face are the high costs of implementing applications and tools and ensuring data quality and data protection. In order to overcome the aforementioned challenges as efficiently as possible, companies must be transparent about how they use user data, ensure their security, and take care of the quality of the data they collect. Investing in tools and applications for companies should first of all be profitable, i.e. the return on investment should be positive if they want to achieve the most efficient results and financial stability of the business. There are numerous examples of the use of artificial intelligence in marketing. Never before have consumers had as many opportunities to find information about products or services, reviews and recommendations as they do now. The increasing use of virtual, augmented and mixed reality provides consumers with a user journey and experience that we could have not imagined until a few years ago. The rapid advancement of technology will certainly provide many more opportunities in the future. The development of artificial intelligence and its continuous improvement will play a very important role in the daily work of marketing experts in order to create the most efficient marketing strategies. Companies should quickly adapt and follow the latest trends related to the application of artificial intelligence in marketing in order to keep up with the competition and remain relevant in the digital age in which we live.