This research delves into the impact of intelligence (AI) and chatbots, on consumer interactions in e marketing. AI driven chatbots empower businesses to engage with customers seamlessly through platforms providing automated assistance. Professionals analyse customer data to offer recommendations fostering a sense of individualization. By utilizing AI technologies like machine learning (ML) and natural language processing (NLP) companies can gain insights into customer preferences, behaviours and attitudes for targeted marketing campaigns. AI tools enable businesses to deliver customized products and services by identifying trends and behaviours. The widespread adoption of AI and chatbots enhances customer relationships by streamlining support processes reducing costs and boosting efficiency. Nevertheless concerns, about privacy and ethical considerations underscore the importance of practices and responsible decision making.