Digital marketing methodologies supported by AI are altering how universities connect with prospective students. This research investigates the impact of Artificial Intelligence (AI) in Marketing, particularly for students seeking admission to universities in Pune, India.  We aim to understand how psychological factors are impacted through the use of Artificial Intelligence in Digital Marketing Strategies, including but not limited to targeted advertisements, chatbots, predictive analytics, and/or personalized recommendation systems, on the decision-making process of students, perceptions of University Brands, and emotional connections they form with their selected University. Based on this, it is hypothesized that AI-driven personalized advertising and chatbots significantly increase students' trust and perceptions of university accessibility, as well as the use of predictive analytics, thereby creating a stronger emotional connection. The study also examines how students perceive these new AI-based digital marketing techniques across various demographic factors (age, course of study, and prior exposure to AI Technology). It will also consider challenges that may arise from over-reliance on AI in digital marketing, which could erode trust and undermine the credibility of the digital marketer. Ultimately, the findings of this research provide actionable insights for universities that can lead to improvements in how they develop AI-based marketing strategies that take into account the emotional and psychological needs of prospective students