The subject of the paper is the investigation of the impact of artificial intelligence on modern business, with an emphasis on digital marketing. The focus of the paper is to understand how artificial intelligence can improve business processes, increase efficiency and innovation, and how it can be used to create a competitive advantage. The aim of the paper was to analyze current and future trends in business and technology that affect the application of artificial intelligence in business; to investigate the benefits of using artificial intelligence and its impact on return on investment; to determine the impact of artificial intelligence on various industries, including retail, automotive, banking, tourism, law, healthcare, and agriculture; to describe the most popular artificial intelligence tools, their functionalities, and limitations. The paper found that artificial intelligence has the potential to significantly transform business and marketing, and key concepts and developments in artificial intelligence enable companies to analyze data in new ways, personalize customer experiences, and automate business processes. Current trends, such as digital transformation, create new opportunities for the application of artificial intelligence, which gives companies the task of adapting to a rapidly changing market. The benefits of using artificial intelligence in digital marketing are numerous, including improved user segmentation, content personalization, and marketing campaign automation, leading to greater user engagement and better return on investment. Finally, artificial intelligence is crucial for the future of business. Companies that successfully integrate artificial intelligence into their strategies will be better equipped to face the challenges and seize the opportunities brought by the digital age. Therefore, the entire paper encourages continuous research and innovation in the field of artificial intelligence to maximize its benefits and minimize potential risks.