Topic of this thesis is primarily focused on the ways artificial intelligence affects marketing itself with emphasis on customers. Inside the thesis are presented the beginnings of the influence of artificial intelligence throughout history on the digitalization of marketing. Also, certain marketing tools that contain artificial intelligence and what are the possible disadvantages and advantages of the same are specifically analyzed and explained. Today, technology and its possibilities are growing rapidly and are used in every sector and have a huge impact on people's daily lives. Artificial intelligence can be implemented in almost all sectors and processes, from applications for education, healthcare, manufacturing, games and all over to marketing. This thesis will be especially focused on its impact on social-informal aspect of marketing. In marketings terms, artificial intelligence refers to doing different processes inside or outside of a organization with the purpose of constant effectiveness, time saving and therefore better opportunities for expanding the organization and better potential for implementing strategies and plans. Even though generally in marketing there are different tools used for better interaction with customers and minimalising simple but common problems, there are applications which only benefit an organization and the same ones will be mentioned in details later in thesis. The ultimate goal of this thesis is to show how much and at what speed does the artificial intelligence change the effectiveness in marketing with emphasis on customers, and with different examples from legit sources show are the organizations the only one benefiting from those tools or are the customers benefiting too.