In recent times, we often hear about artificial intelligence and how it is increasingly influencing our lives. As a matter of fact, AI is gradually shaping the way we live and work by creating multimedia content of all kinds and supporting companies with innovative and smart software. Especially in the world of marketing and communication, the AI is becoming a useful tool on several fronts: from creating multimedia content, to generating textual content up to data analysis. In this article, we analyse what artificial intelligence is, what the main fields of application are and what the pros and cons of this technology are.