This thesis will talk about the history of artificial intelligence and the evolution of artificial intelligence taking into the account machine learning and how will artificial intelligence with the help of machine learning manage to acomplish closeness and likeness with humans and how there are platforms for big data analysis where artificial intelligence plays an important role in managing that data. The focus is also on the consumers where aritifial intelligence affects the customer lifecycle journey with a product. How we use artificial intelligence to get the attention of a customer, how to lead him to buy the promoted product and how to develop a relationship with a consumer. The story of artificial intelligence must be completed with ethics and how ethics must be an integral part of artificial intelligence and how can a consumer be protected with a GDPR regulation. We will talk about the case of Google platform and how Google came to dominate the digital marketing market. With the help of search engine optimization and keyword optimization we can write a compelling add. The ad is closely related with landing pages and web sites where marketing experts want to get their customers on so we will describe how a quality website and landing pages must look and what relationship they have with Google AdWords. In the end we will talk about the future of artificial intelligence since artificial intelligence is in a very early stages of developlment and we can see many applications in the future, especially in the field of digital marketing.