The recent rapid development of information technology and digital transformation is changing the business environment of companies, and the introduction of artificial intelligence is causing a major change in marketing management. However, the discussion of artificial intelligence started from an engineering discussion, and efforts to understand the concept from a marketing perspective are still in their infancy. Therefore, this study aims to approach the effects of artificial intelligence on marketing management through a literature review. When artificial intelligence was initially applied to marketing, it merely played an auxiliary role, but now it is causing a fundamental change in the paradigm of marketing activities. Market selection and customer segmentation do not target groups, and hyper-personalized one-to-one marketing is automatically executed through new techniques such as remarketing. The activities of the marketing 4P mix also changed significantly. Products are gaining an intuition for new product development through machine learning and NLP(natural language processing). Automation is being introduced for content creation. Pricing is not a fixed list price, but flexible pricing that is changed for each individual and situation is becoming common. The recommendation system is advanced in distribution, and robots and self-service technologies are in the spotlight. Ad-tech is being introduced in advertising and promotion, and advertising liquidity is increased through media auctions and remarketing. As a result of activities, real-time performance evaluation, feedback, and improvement activities are carried out by applying big data analysis and improved analytics.