Artificial Intelligence (AI) is a critical component of digital marketing optimisation because it allows companies to provide effective and personalised client experiences. Artificial intelligence (AI) systems examine enormous volumes of data to find trends and forecast customer behaviour, enabling focused advertising efforts. By helping to segment audiences, machine learning models make sure the appropriate message is delivered to the right person at the right moment. Artificial intelligence (AI)-driven solutions, like as chatbots, improve customer happiness and retention by instantly responding to inquiries and offering personalised responses. AI also frees up time for marketers to concentrate on strategy and creativity by automating tedious processes like social media management, email marketing, and content development. AI-powered predictive analytics helps companies to anticipate trends and make proactive strategy adjustments. In order to maximise ROI, AI also optimises ad budget by determining the best times and channels for commercials. Essentially, artificial intelligence (AI) changes digital marketing by making it more efficient, individualised, and data-driven, which eventually leads to improved commercial results. 227 people from digital marketing department were surveyed to know the factors that determines different role of Artificial intelligence in optimizing digital marketing and found that Personalization, Customer insights, Predictive Analytics and Automation of Marketing Processes are the factors that determines different Role of Artificial intelligence in optimizing digital marketing.