This dissertation proposal examines the application of Artificial Intelligence (AI) and Machine Learning (ML) within the realm of digital advertising. The proposal outlines three key objectives: exploring AI technologies used in digital advertising, evaluating AI's role in programmatic advertising, and assessing speech/text recognition in this context. The study aims to contribute to both practice and theory, focusing on secondary methodology, data collection from peer-reviewed sources, and both qualitative and quantitative data analysis. The rationale highlights the increasing importance of AI and ML in marketing, emphasizing their role in predictive analysis and the enhancement of digital marketing strategies. The proposal includes a review of relevant literature, such as "The Executive Guide to Artificial Intelligence" and "Prediction Machines," and anticipates benefits like deeper understanding of AI's impact on digital marketing and improved operational processes. A detailed timetable is also provided, outlining the schedule for various stages of the dissertation process, from topic selection to final proofreading.