This study has focused on the systematic literature analysis of marketing and advertising strategies used by the companies on their target audience. The advancements of AI and its use towards Big data analysis, personalised marketing, use of new technologies in digital marketing has been discussed. The research indicates a global rise in the adoption of these technologies since 2015, demonstrating their effectiveness in improving customer targeting, campaign efficacy, and stakeholder engagement. The tools and new techniques have been a helping hand in increasing the customer engagement reducing the negative impact of mistakes done by humans. This study highlights the study of AI in marketing techniques and data analysis of the companies in enhancing and sustaining the public relations and maintaining the goodwill.