Artificial Intelligence (AI) support marketers in predicting the need of their customers & is an important provider of more flawless experiences to customer. Artificial Intelligence is important in present efforts for marketing and is used often when speed in needed. AI help in communicating the best way with the customers & then supply customized messages at correct time & ensure utmost feasible efficiency & without interference from members of marketing team, profiles of customer & data are used. In present market scenario that is driven by customers, complications presence in decision making are every day increasing. AI also involves understanding needs of customers & desires & aligns products or services to those who are in need. Control or handling of changing behaviour of customer is important to make the best decisions for marketing strategies. Marketers get benefits from AI to make techniques for marketing analytics techniques to target the potential customers & generate personalized experiences for their customers. 209 People from marketing sector were surveyed to know the factors that determines the role of artificial intelligence in marketing and customer relationship management. It is found through the study that Customer Assistance, Competence of activities, Strategy and Planning and Customer Relationship management are the factors that determine the role of artificial intelligence in marketing and customer relationship management.