This review research paper aims to explore the recent advances and future trends in the application of artificial intelligence (AI) and machine learning (ML) in the field of marketing. It seeks to identify the theoretical framework, design/methodology/approach, findings, and implications of these advancements for both research and practice. The paper provides a comprehensive overview of the theoretical foundations underpinning the integration of AI and ML in marketing. It examines the key concepts, models, and frameworks that guide the implementation of these technologies, such as predictive analytics, natural language processing, recommendation systems, and deep learning algorithms. A systematic review approach was employed to analyze a wide range of scholarly articles, conference papers, and industry reports.