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Benefits of Artificial Intelligence and Machine Learning in Marketing 2019 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/6937 http://portal.sinteza.singidunum.ac.rs/Media/files/2019/472-477.pdf K. Kaličanin M. Čolović A. NJeguš V. Mitić Artificial intelligence (AI) impacts numerous aspects of life in the form of smart devices and smart applications, designed to understand consumer behaviour, needs, and preferences in order to deliver customized experiences. AI has been one of the primary drivers of innovation in marketing. Market- ers are already leveraging the advantages of AI to gain valuable insights into customers, competitors and markets. Besides, AI automate tasks, reduce costs, and improve workflows. This paper examines the current and potential applications of AI within marketing by providing a comprehensive overview of existing academic research. conferenceObject 472 477 https://doi.org/10.15308/Sinteza-2019-472-477 Zbornik radova sa međunarodne naučne konferencije Sinteza 2019