As AI develops, it is becoming increasingly important in digital marketing processes. AI has become an essential part of the digital marketing world, enabling businesses to reach their customers faster and to improve their business operations by automating some of the simplest tasks. Through technology transfer, AI brings significant improvements offering new opportunities and creative approaches to achieving the goals of a digital marketing strategy. The aim of this study is to investigate and analyse the possibilities of using AI in digital marketing strategy in order to draw conclusions and make proposals on the possibilities of improving digital marketing strategy in Latvian companies using AI. The results show that the transfer of AI technology can provide companies with several advantages. The need for a well-thought-out technology transfer is emphasised by the experts in order to make the technology work and help the company achieve its goals.