In this article, the researcher explains how the existing digital environment has had an impact on how investment and marketing processes are carried out through the use of Artificial Intelligence (AI) and the latest technology. With technologies, such as machine learning, big data analytics, and automation, rapidly developing, AI has become a powerful tool that can influence the financial decision-making process and marketing strategy. The application of AI-based systems has interfered with the traditional investment processes by providing information-supportive insights, predictive analysis, and automatic trading, minimizing human bias, and maximizing performance. The research is aimed at various demographic groups in terms of investor and consumer behaviour, awareness, perceived benefits and concerns related to the utilization of AI. Primary data was gathered among 50 respondents and indicates that awareness of AI-based application in investment, such as robo-advisors and automated trading systems, and personalized marketing methods used by businesses, is growing. These results indicate that AI and technology can not just facilitate the accuracy and efficiency of investments, but also considerably increase the customer engagement owing to the easy and customized marketing techniques. However, such concerns as the privacy of data, the addiction to technology, mistrust toward automated systems remain. All in all, the results indicate that AI and technology may be called the new and the transformative technologies that will determine the future of investment and marketing.