The paper describes the history of artificial intelligence and the evolution of artificial intelligence inspired by artificial intelligence learning, how artificial intelligence will achieve closeness and mimicry through computer learning, and how there are huge data analysis platforms that process large amounts of data and where artificial intelligence plays an important role in the processing of these data. Also, the way we use artificial intelligence to get the consumer's attention, get the consumer to buy the product and develop a relationship with the consumer and keep him as a loyal customer. The paper also describes the case of the Google platform, how Google as a company began to dominate the digital marketing market. Using search engine optimization and keyword optimization, we can create a quality ad. The ad is closely related to the links and websites to which marketers want to bring consumers. Finally, the possible future of artificial intelligence is described, since artificial intelligence is still in its early stages and there are many future applications, especially in the domain of digital marketing. The wave of artificial intelligence is rapidly changing the world, raising the level of automation and influencing important segments of society, management and economy. Accelerated development and, in general, the progress of technology create the need for a timely response of companies to market challenges in order to shape marketing decisions in the optimal time. Companies that integrate and implement artificial intelligence systems speed up business processes and tasks, eliminate human error and predict shortcomings, but perhaps most importantly, good market opportunities. With the example of the automotive industry, we see a wide scope of use of artificial intelligence in the personalization, prediction and automation of marketing efforts aimed at the end customer. Since customers are increasingly informed and saturated with generic content, the company's task is to create an individualized approach to existing and potential customers. With the development of artificial intelligence, new technologically oriented companies specializing in intelligent systems will appear on the market, as well as the transformation of certain jobs and the creation of completely new ones. For this reason, it is of great importance for existing companies to react quickly, test new technologies and integrate them into their processes so that in the future they do not lose step with the exponentially developing market.