Artificial intelligence (AI) has recently garnered significant attention from advertising scholars due to its potential applications in the field. This research aims to contribute to this emerging field by identifying emerging trend in advertising practice within the AI paradigm and also examine the impact of AI on advertising effectiveness and consumer behaviour. The study adopts the Technological Determinism Theory which helps to explore how the emergence of AI is transforming advertising practices and how advertisers are adapting to and shaping this new technology. The qualitative research design was adopted employing a semi-structured interview method for data collection with a population of 101 and a sample size of 20 which was selected through purposive sampling. Findings showed that Ad personalization, voice search optimization, chatbots and predictive analytics are growing trends in advertising practice. This study concludes that artificial intelligence is both the present and future of advertising; with consumer expectations higher than ever before, it is imperative that brands must leverage AI to deliver the right messaging on the right platform thereby enhancing their ROI and improving their digital ad performance. Keywords: Artificial intelligence, Disruptive technologies, Machine learning, Return on Investment, Digital advertising