Abstract

The capacity of Artificial Intelligence (AI) to process and analyze large volumes of data from different sources has enabled the anticipation and prediction of potential future events. When applied to marketing, specialists can obtain valuable insights into consumer behavior, allowing for improved customer segmentation and optimized strategies. This research is based on a literature review process conducted in scientific databases. The results revealed the significance of AI in marketing, highlighting its potential and applications in customer acquisition and market behavior analysis. AI enables personalized marketing, enhances customer experience, and anticipates market trends. Thus, AI possesses transformative power in shaping future marketing strategies, offering competitive advantages and improving efficiency.