Abstract: Artificial Intelligence (AI) is revolutionizing how marketers conduct themselves digitally. There is a lack of empirical research into how AI affects digital marketing. Hence, this study aims to explore how the prevalence of AI in businesses has enhanced digital marketing. We proposed a model containing AI and five digital marketing forms: content marketing, social media marketing, email marketing, pay-per-click advertising, and search engine optimization. 252 responses were analyzed using the partial least square-structural equation modeling.