The potential of artificial intelligence (AI) in marketing is enormous. It helps to increase the number of information and data sources, enhance the data management capabilities of software, and create complex and sophisticated algorithms. AI is altering how businesses and customers communicate with one another. The type of business and the website’s functionality have a big impact on how this technology is used. Marketers may now give customers more of their attention and respond to their requirements immediately. Thanks to the data gathered and produced by its algorithms, AI enables them to swiftly decide what content to target customers with and which channel to use when. When AI is used to personalise user experiences, user are more at ease and more likely to purchase what is being offered. A kind of artificial intelligence called machine learning (ML) enables computers to analyse and interpret data without having to be explicitly programmed. Additionally, ML helps people solve difficulties effectively. As more data is given into the algorithm, it learns and becomes more efficient and accurate. Relevant articles on the use of AI in marketing have been found for this study on multiple platforms. Following the reading of these papers, the paper’s theme was established. This essay aims to examine consumer behavior and preferences with respect to AI induced digital marketing. An effort is taken to observe what are the reactions of consumers with respect to artificial intelligence.