The article examines modern trends and technologies that determine the development of the marketing industry in the context of implementing innovations. A wide range of innovative solutions is considered, including artificial intelligence (AI, blockchain, augmented and virtual reality (AR/VR), metaverses, voice interfaces and the Internet of Things (IoT). The focus is on the role of AI in personalizing marketing campaigns, analyzing big data and automating interactions with customers, including the use of chatbots. Blockchain is presented as a technology that ensures transparency, security and trust in advertising transactions. The article notes the growing popularity of AR, VR for creating interactive content that increases user engagement and promotes the development of new forms of communication with the audience. Metaverses are considered as a promising platform for brands, providing unique opportunities for promoting products. The ethical aspects of working with data are substantiated, including confidentiality and protection of personal information, which is becoming a key factor in consumer trust. New approaches to technology integration aimed at enhancing the competitiveness of brands are substantiated. The importance of adaptation in the rapidly changing digital space is argued and addressed to marketers and IT specialists for the effective use of technologies to achieve business goals.