Periodicals of Engineering and Natural Sciences ISSN 2303-4521 Vol. 6, No. 2, December 2018, pp.373-379 Available online at: http://pen.ius.edu.ba 373 How Machine Learning Potentials are transforming the Practice of Digital Marketing: State of the Art Kenza Bayoude 1 , Youssef Ouassit 2 , Soufiane Ardchir 3 , Mohamed Azouazi 4 1,2,3,4 Departement of mathematics and computer science, Faculty of Sciences, Hassan II University, Casablanca, Morocco Article Info ABSTRACT Received Jun 25, 2018 Today, the digital marketing is constantly evolving, new tools are regularly introduced with the new consumer habits and the multiplication of data, often forcing marketers to delve into too much data that may not even give them the overview they need to make business decisions that have an impact. After the revolution of machine learning technology in other real world application, machine learning is changing the digital marketing landscape, 84% of marketing organizations are implementing or expanding their use of machine learning in 2018[1].It becomes easier to predict and analyze consumer behavior with great accuracy. In our work we will start by establish an art of state on the main and most used machine learning potentials in digital marketing strategies and we show how machine learning tools can be used at large scale for marketing purposes by analyzing extremely large sets of data. The way that ML is integrated in digital marketing practices helps them better understand the target consumers and optimize their interactions with them. Keyword: Machine Learning Digital Marketing Predictive Analysis Customer Behavior Corresponding Author: Kenza Bayoude, PhD Student Departement of mathematics and computer science, Hassan II University,Casablanca,Morocco Email: kenza.bayoude@gmail.com 1. Introduction It is In recent years, the marketing field has been impacted by advanced technologies; it is changing rapidly with advancements being made in machine learning coupled with increases in the availability and quantity of data, more companies are looking in to adapt the concept of machine learning in their marketing strategies to make their operations more effective and smarter. According to QuanticMind, 97% of executives estimate that the future of marketing rely on how digital marketers use machine learning potentials [2]. Increasingly, the marketing world is using these resources to understand data, and learn more about customers, and streamline operations marketing. Marketers leverage the ability of machine learning to connect data points to gain insight into their customers and process critical data to predict the future. Our research is a descriptive study, it aims to present the various dimensions attached to the concept of machine learning in marketing to improve the marketing strategies, and we explain how machine learning tools are incorporating in the digital marketing strategies. Through this paper, we propose a state of the art of the transformative ways in which machine learning technology is changing the world of digital marketing, we begin with basic concepts on machine learning then we present its role in business world. The last part is reserved to explore how the power of machine learning are utilizing to revolution a digital marketing and discusses the necessity of using this strategy for the marketing of product and services.