This paper explores the significant effects of Big Data and Artificial Intelligence (AI) on marketing strategies and decision-making. It combines literature and case studies to discuss their use in improving customer segmentation, personalized marketing, and predictive analytics. The findings suggest that Big Data analytics provides deep consumer behavior insights, while AI enables efficient, automated customer interactions, enhancing marketing effectiveness and profitability. The study highlights challenges like data quality and algorithmic bias, recommending investments in data infrastructure and a data-driven culture for businesses to fully benefit from these technologies. Additionally, it underscores the broader social benefits of enhanced customer satisfaction and loyalty through improved marketing practices.