The article is devoted to the study of the impact of artificial intelligence (AI) on modern advertising campaigns and marketing strategies. In the context of rapid digitalization of business, AI is becoming a powerful tool for optimizing marketing processes and increasing their efficiency. The main focus is on the role of AI in advertising personalization, improving customer interactions and predicting their behavior. Key technologies such as machine learning, natural language processing and big data analytics are considered, which are used to create more accurate targeting strategies and automate advertising processes. The article analyzes the benefits of implementing AI, including increasing ROI, reducing costs and improving the quality of data-driven decision-making. Challenges such as ensuring data privacy, the need for significant investments and the complexity of technology integration are also discussed. The research contains successful examples of the use of AI for marketing campaigns, adapting ads to the interests of the audience, leading to conversion and customer loyalty. By leveraging its power responsibly and within a strategic context, organizations can harness the advantages of AI to drive their business forward and capitalize on the increasing role of AI in various aspects of society. This article is for marketers who want to discover innovative solutions to increase the competitiveness of their companies.