Nowadays, artificial intelligence is no longer a new concept. With the development of science and technology, the application of artificial intelligence in marketing and other business fields has gradually expanded. The predictive power of artificial intelligence in customer purchase behavior has expanded thousands times. AI technologies, such as face recognition, advertising, and content precise delivery are constantly changing people's lives. For many commercial firms, artificial intelligence technologies are changing the marketing strategies and the rules of business. As new applications of artificial intelligence continue to emerge, there is an increasing interest to explore how predictive it is in customer online purchase behavior. The study aims at presenting the conceptual framework of artificial intelligence, revealing its working mechanism in combining customers and firms, showing the machine learning algorithms predicting customer purchase behavior. The study takes one of the smart tourism destinations and its artificial intelligence technologies' performance in selling tickets during a 5-day “May Day” holiday in China in 2021, which further explains the intelligent marketing and the future trends of artificial intelligence influencing firms' and customers' marketing strategies and daily life. © WMSCI 2021.All right reserved.