The marketing landscape has seen a major shift brought on by advancements in technology and artificial intelligence (AI). Technology and AI have changed the level of interaction between consumers and the eventual distributor of the product or service. These advancements have created personal advertising, predictive analytics, and automated marketing processes. AI-enhanced marketing applications are able to analyze large volumes of data and provide insight into consumer preferences, improve marketing tactics, and improve consumer engagement. The introduction of technology and AI in marketing creates a power shift that gives consumers access to more information, as well as individualized experiences, and online experiences. However, it has also created challenges such as privacy concerns, transparency issues, and the ethical implications of utilizing AI for marketing purposes. This research study will explore a consumer’s perspective on technology and artificial intelligence in marketing, delineating the positive and negative aspects. The three overall goals of the research are to identify consumer motivations for utilizing technology and AI in marketing to determine consumer knowledge of AI utilization in marketing efforts, and, lastly, to analyze the final technology and AI products and services being utilized in marketing.