Artificial intelligence (AI) and its ability to collect data, analyze it, apply it and then learn from it have become a mandatory part of any strategy for the development and use of digital technologies in modern business solutions. The relations between artificial intelligence, machine learning, neural network, and deep learning are considered. AI in marketing is the use of customer data, machine learning and other ICT concepts to predict customer action or inaction. AI can process huge amounts of data and help marketers easily segment them to create custom content for their audience. With the help of AI, businesses can create new marketing analysis techniques to target the right prospects. This will help digital marketers deliver the right content to their customers on the right channel at the right time. The aim of this conceptual paper is to present the general characteristics of AI as well as to discuss their application for successful marketing campaigns and to point out existing issues.