The purpose of this literature review is to address the issue of the benefits generated in companies by the use of digital marketing tools and strategies, emphasizing both artificial intelligence and the automation processes that exist thanks to advances in digital technologies. Also, we mention the way in which the companies studied in the analyzed articles have adopted this type of digital technologies and the impact that has been generated on their performance. All this, with the aim of collecting, ordering, critically analyzing and presenting the information in an orderly manner for companies and people who access this text in order to investigate the subject in depth, so that they can make informed decisions in time to develop their marketing plans. For this, the methodology used initially consisted of carrying out a search process for articles related to the subject of study on the Web of Science platform, using information filters and excluding fields of study that distance themselves from the subject to be addressed. Then, an analysis of the key concepts used by the authors that are related to the theme of this research was carried out. To continue, the information collected was contrasted, regarding to the participants studied and the instruments used for the collection of information, likewise, the results obtained in each of these investigations were compared in order to verify similarities and/or differences according to the developed approach. It was found that there are no generalizations regarding the results obtained in the studies analyzed, although there are relationships regarding the benefits found by the use of different digital marketing tools and strategies, these are different, but not contradictory. It is necessary to clarify that all the studies and authors mention some type of benefit generated by the application of digital technologies and positively relate their impact within companies
