The aim of the study is to justify the characteristics of the application of artificial intelligence (AI) in the marketing strategies of fintech companies, focusing on its impact on consumer behavior and the harmonization of business processes. With such development of the fintech industry in a digital transformation environment, one of the main tools are AI algorithms that help not only in creating personalized offers but also in analyzing big data, predicting customer needs, optimizing their interaction. The foundations of AI application: the work of chatbots, machine learning algorithms for forecasting market trends, AI role in enhancing advertising campaigns efficiency or improving the client experience are substantiated. It argues the need to focus attention on visas and the risks connected to the introduction of AI, including privacy issues and ethical aspects. Introduction The need to incorporate advanced technologies into marketing policies to secure competitive advantage and growth in the context of the dynamic market of financial services is substantiated.