AI chatbots represent a disruptive app in digital advertising that addresses an age-old challenge, driving higher customer engagement. This research investigates the impact of AI chatbots on instant brand and consumer interaction, response rates, and personalized advertising. AI powered chatbots by providing instant responses and personalized suggestions effectively help in grabbing attention and increasing involvement of the customers towards digital content. The research goal is to investigate how AI chatbots affect customer behavior in digital advertising and to understand what kind of factors drive the effectiveness of these AI chatbots. Descriptive survey research design was employed, with the questionnaire as an instrument of data collection, sampled purposively from people who had exposure to AI Chatbot in advertising. Implications The results of the study will offer important contributions to literature, in so far as they will provide a ripe soil to further develop the relationship between AI and consumer engagement in marketing.