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In the present world consumers are more and more surrounded by intelligent devices, which improve their quality of life by being more efficient, quicker and by processing a big amount of data. In the same time, these intelligent devices collect information about the consumer and influence their decisions by intervening in their everyday life decisions. The purpose of this paper is to define the term” artificial intelligence” and to analyse the people’s reaction and behavior towards it. In the theoretical part, there are also presented different ways in which artificial intelligence can interfere in the life of consumers, companies and the relations between them. It describes the way artificial intelligence interferes in the entire ecosystem of the company and how marketing specialists use artificial intelligence in order to satisfy their customer and meet their expectations. In the empirical part, there are presented the results of a research regarding the characteristics of artificial intelligence and the perception of consumers towards these characteristics depending on gender and age.