Artificial intelligence is moving at rapid speeds, which clearly affects user interaction with digital marketing applications. A huge stake for ML is to personalize content, optimize usability and target with precision. Plus it has reshaped the way businesses communicate with their audience. This paper delves into the dual applications of ML in digital marketing, while focusing mainly on how these technologies are influencing this key human-computer interface (HCI). Through a detailed analysis of ML technologies, and in particular by exploring their effectiveness and the ethical dimensions of their development, we are given the opportunity to gain a clear understanding of the potential of ML that is transforming digital commerce. Furthermore, this paper delves into the challenges as well as future trends in the HCI interface in the context of digital marketing using AI, while offering valuable insights regarding this evolving landscape and the challenges presented in it. Of particular interest is the way in which these advanced technologies have radically transformed the digital marketing landscape. The case studies presented highlight their impact on both user experience and customer retention, while also highlighting ethical issues such as data privacy and algorithmic transparency.