Technological improvements upgraded many sectors, and among them, marketing strategies have been shaped significantly. Growing competition among brands has vitalised the importance of customer satisfaction in gaining loyalty and retention. Artificial Intelligence is incorporated by brands, allowing for improvement in their services that helps to improve the customer experience. Brands employ AI to predict precise demand and enhance customer experience using chatbots. Inventory management using AI models reduced stockout occurrence and overstocking. Product availability is essential for customer retention, and when customers learn that their requirements will be met, they consequently prefer to re-buy from the brand. The human intelligence given to AI using machine learning and natural language processing allows chatbots to carry out multiple tasks for a brand. Chatbots interact with customers, understand queries, and provide answers, promising security and privacy of data. AI has helped to enhance and upgrade the service level of brands, alongside giving a competitive edge. Marketing was a concept of selling products and earning profit that evolved to focus more on customer satisfaction, their needs, and integrating innovation into the business. It is now at the place to direct customer decision-making in favour of the business by showing its presence in the form of suggestions and advertisements on websites and social media.