Marketers face a dilemma while deciding whether to use artificial intelligence (AI) in marketing or not. The application of artificial intelligence (AI) in marketing brings in complex challenges and opportunities at the same time. On the one hand, AI enables efficiency, data analytics, predictive analytics, automation, hyper-personalisation, dynamic pricing, and effective promotional and distribution practices; however, on the other hand it raises dilemmas of biasedness and fairness, consumer privacy and security, consumer manipulations and market grooming, transparency and autonomy, consumer trust and authenticity, ethical use of AI in influencer marketing, regulation and governance, over-reliance of technology, and automation and job loses, etc. This chapter explores and discusses the application of AI in marketing, a range of decision dilemmas, and guides a way forward for marketing decision-makers.