In recent years artificial intelligence (AI) has become an indispensable tool in digital marketing that is able to simplify human performance and expand business opportunities. This research considers the current AI (artificial intelligence) architectures in digital marketing, reflects on their impact on the activities of companies, and develops a range of optimization recommendations. The authors identify the most important tasks in evaluating existing solutions and their efficiency, as well as assess the possibilities of switching to AI technologies in business. Specific attention is also devoted to the examples of the neural networks implementation in marketing. As a result, the main components of the AI support architecture are identified, together with the further development prospects, with due consideration of current trends and ethical aspects. This research employs the practical achievements of marketing specialists and suggests a range of step-by-step strategies to optimize the business processes.