Abstract:
The research examines how Artificial Intelligence (AI) functions as a strategic component in social media
marketing approaches. Digital platforms have transformed into powerful marketing ecosystems because AI
tools including chatbots and predictive analytics and sentiment analysis and personalized content systems now
serve essential roles in processing large datasets and enhancing user engagement. The study ascertains how
applications of artificial intelligence affect consumer interactions, satisfaction levels, and the success rates of
marketing campaigns. Based on data from 134 respondents, the study employed correlation analysis with SPSS
to assess the relationships between AI usage and perceived utility, convenience of use, and marketing outcomes.
The research demonstrates that AI usage does not strongly correlate with key performance metrics but requires
proper implementation and usability and AI literacy for marketing success. The research demonstrates that AI
offers beneficial opportunities to digital marketers yet its achievement depends on proper implementation and
training and ethical deployment.
