This paper aims to assess the applicability of marketing AI in improving customers’ awareness, satisfaction, perceived benefits, and challenges in the context of the UAE setting. This study of 187 participants from the UAE uses a structured survey tool to obtain information about participants’ demographic information, their AI tool recognition, satisfaction with AI-based interactions, and their likely future AI uses for customer care encounters. It was found out that the younger population in UAE is more aware about the existence of AI technologies and is generally more receptive about using artificial intelligence for personalized marketing. Confidence in AI systems as related to personal data information, has become a crucial issue in the UAE, thereby stressing the need to legislate and enhance data protection. Furthermore, the study shows that although consumers in the UAE find immense convenience and even enjoyment using technology and AI there is a consensus of consumers who prefer a blend of the two. These findings offer practical advice for the firms in the UAE looking at using AI in marketing most efficiently, improving customer experience, and overcoming challenges that may hinder successful AI implementation.