Artificial Intelligence is nowadays being discussed in several directions, but as far as the fields are concerned, the most discussed are its use in marketing, banking, journalism or education sector. Marketing is mainly included in this direction in terms of textual and visual forms of AI, such as ChatGPT, Jasper, Copy.ai, Writesonic, Midjourney, DALL-e or Bart. It is the development or expansion of these tools that dates in our country from the end of 2022 and is mainly associated with the debate whether and to what extent artificial intelligence will replace some positions. And this also in marketing. Today, in this area, we are talking more about the streamlining of some activities, which we will address in our article. However, we understand that this area requires further research in order to verify the implementation of AI tools in marketing from a scientific point of view. However, it is important to understand that AI tools have a dynamic evolution and thus what applies to them today changes over time. At the same time, new tools are constantly being added and are also entering new areas (for example, a tool for composing music).