Background:  With the ever-growing advancement of technology and the implementation of new groundbreaking technology in our day-to-day lives, a path of curiosity was opened that attracted attention. Just how much does the use of artificial intelligence (AI) affect consumer behavior and how much do consumers trust AI. 

Purpose:  The purpose of this thesis is to explore the effects of the implementation of AI and machine learning in marketing on consumer behavior and measure the level of trust consumers have towards this advancement of technology. 

Method: This research study is conducted through a qualitative method while taking advantage of interviews from individuals based in Sweden ranging from ages of 18 to 30 carried out in a thematic analysis approach.

Conclusion: the results show that implementation of AI in marketing has direct effect on the consumer behaviour. The authors have used various different of primary data collected from a number of interviews and secondary data from depth research of articles as well application of consumer decision model (CDF) to analyse and evaluate the findings.