IMPACTS OF AI-DRIVEN CONTENT AUTOMATION ON SOCIAL MEDIA INTERACTION AND MARKETING PERFORMANCE

Abstract

The analysis of the role of AI-based content automation in the implementation of social media and the overall functionality of marketing has been discussed in the present paper. The study will be dedicated to identifying the impact of artificial intelligence-driven tools on the content creation process, scheduling, personalization, and content engagement metrics (likes, shares, comments, and reach). It also analyzes how the marketers view the effectiveness, benefits, and challenges that are introduced by the use of AI-generated content in the social media marketing. The quantitative research design was adopted and the data were collected through assistance of a structured questionnaire which involved the social media marketers, digital content creators and the marketing students that actively use the AI tools. The analysis of the gathered data was conducted using the descriptive statistics tools with the assistance of SPSS. The findings demonstrate that the majority of the surveyed people actively apply AI-based content automation due to its efficiency, time-saving quality, data-based information, and the capacity to increase the audience engagement. The findings also show that AI-generated content has a positive influence on brand awareness, customer attraction, conversion rates, and the overall marketing performance. Nevertheless, the research also reports some issues, such as excessive automation, the possible disappearance of creativity, and the threats to the brand voice authenticity. The findings are consistent with the Technology Acceptance Model, the theory of data-driven marketing, and the opinions of human and AI collaboration, since the perceived usefulness, ease of use, and strategic integration of human creativity and AI are the key elements. The research paper concludes that although AI-based content automation is an effective solution to enhancing social media performance and marketing results, it only works successfully under the conditions of balanced human control over the process to preserve the element of originality, authenticity, and emotional resonance with the audience.