The aim of this study is to synthesize the existing literature regarding the intersection of AI and marketing to identify and compile valuable insight thereof. Moreover, the objective is to contribute to the existing research field by taking a holistic approach and thus providing up-to-date insights about AI applications in marketing. In doing so this study conducts a semi-systematic literature review in order to answer the two overarching research questions of: what are the current applications of AI in the context of marketing? and, what insights can be drawn from existing literature to inform future practices and research directions? The findings showcase several AI applications in the current landscape of marketing such as personalized and targeted marketing efforts; guiding decision-making processes; automating manual tasks; and providing predictive assessments. At the same time, the findings inform both future practices and research within the field, which ultimately will inform strategic decision-making and subsequently maximize the potential of AI in the marketing domain.