The reason for choosing title ''The impact of artificial intelligence on consumers in marketing'' is a product of interest in the impact of upcoming technological changes on consumers in marketing. Artificial intelligence is no longer an unknown concept in today's world and is beginning to be used in various areas of life. The objective of this thesis is to examine the impact of artificial intelligence on consumers, consumer awareness of artificial intelligence and their interaction with tools that use some form of artificial intelligence in their work. The main conclusions of the thesis indicates that marketing increasingly changes and adapts to the new trends and because of that, artificial intelligence will become it's indispensable part. The newly emerged type of consumer always likes to look at reviews, hear about the product, take a close look at all the offers and then, after all of that, decide to buy or not. In this process, artificial intelligence can create a great personalized environment for the user, to make the user feel invited to buy. In modern marketing artificial intelligence methods are used to facilitate customer profiling and create personalized content accordingly. In addition to the use of artificial intelligence for profiling and easier selection of certain information, modern marketing is also introducing modern advertising methods to help brands reach their consumers more easily, so more attention has recently been paid to social media marketing, mobile marketing and e-mail marketing. The desires of these new consumers will not disappear but will only increase over time, therefore, artificial intelligence is currently the only way companies can survive with the development of this wave, the growing demand and expectations of their customers.