Artificial Intelligence in Social Media Marketing: Opportunities and Ethical Challenges
Year: 2025
Type: article
Abstract: In the rapidly evolving digital landscape, Artificial Intelligence (AI) has emerged as a transformative force reshaping how busi- nesses connect, communicate, and engage with consumers. Among its diverse applications, AI's integration into social me- dia marketing has revolutionized the way brands analyze data, personalize content, predict consumer behavior, and automate in- teractions (Henry, 2019). Platforms such as Instagram, Face- book, X (formerly Twitter), TikTok, and LinkedIn now rely heavily on AI algorithms to curate content feeds, target adver- tisements, and enhance user engagement. As a result, marketers are leveraging AI tools such as chatbots, sentiment analysis, pre- dictive analytics, and recommendation systems to create more ef- ficient and personalized marketing strategies that align with con- sumer preferences and behavioral trends (Capatina et al., 2020a). The adoption of AI in social media marketing presents numerous opportunities for innovation, efficiency, and precision. Through the use of data-driven insights, AI enables brands to interpret massive volumes of user-generated content in real time, leading to hyper-targeted campaigns and deeper audience understanding. AI-driven tools help marketers identify emerging trends, monitor consumer sentiments, and optimize ad performance based on be- havioral analytics (Benabdelouahed & Dakouan, 2020; Henry, 2019). Moreover, AI facilitates creative marketing by automating content creation, detecting optimal posting times, and generating personalized recommendations. This allows brands to maintain a competitive edge and enhance customer engagement while re- ducing human effort and cost. The integration of AI in social me- dia marketing has thus become indispensable for improving mar- keting efficiency, optimizing ROI, and fostering meaningful con- sumer-brand relationships (Rani & Sundaram, 2022).
Authors: Navpreet Kaur, Yashu Garg, Krishan Gopal
Institution: Lovely Professional University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7117447572