“Artificial intelligence (AI) and machine learning (ML)” are becoming increasingly popular tools in the field of marketing, allowing businesses to better understand and predict the preferences of their target customers. This paper explores the effectiveness of AI and ML-based approaches in predicting customer preferences for various marketing strategies throughout the customer lifecycle. Through the analysis of previous research, the paper highlights the benefits of using AI and ML in customer targeting, including the ability to analyze large amounts of data, provide personalized recommendations, and predict future behavior. The paper also discusses some of the challenges and ethical considerations around the use of customer data and privacy. Also the findings suggested that AI and ML-based approaches can significantly improve the effectiveness of customer targeting and lead to higher customer engagement and satisfaction. However, it is important for businesses to ensure that they are using customer data ethically and transparently, and to provide customers with the option to opt-out of data collection and targeting.