Artificial Intelligence (AI) has emerged as a transformative force in modern marketing, enabling firms to analyse large volumes of data, predict consumer behavior, and design highly personalized marketing strategies. With the increasing adoption of digital technologies, marketers are shifting from traditional approaches to data-driven and automated marketing practices. This conceptual study aims to examine the role of Artificial Intelligence in shaping modern marketing strategies by reviewing existing literature and theoretical perspectives. The paper discusses key applications of AI in marketing, such as customer segmentation, personalized communication, predictive analytics, and customer relationship management. It also highlights the benefits and challenges associated with the implementation of AI in marketing. The study concludes that AI significantly enhances marketing effectiveness and customer experience, but ethical concerns and data privacy issues require careful managerial attention.