A Study on Impact of AI on Social Media and Digital Marketing

Abstract

The integration of Artificial Intelligence (AI) into digital marketing and social media management is changing how brands interact with consumers, improve content strategies, and make decisions based on data. AI tools have become essential parts of our daily lives and are closely connected to our activities. The author examines how Artificial Intelligence impacts digital marketing performance. Based on the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) Theory, the research examines how perceived usefulness, ease of use, innovation adoption, and user attitude affect the performance of AI tools in campaigns. The current study uses descriptive analysis to show how respondents felt about the variables and indicators related to their relationship with these tools. The researcher used a convenience sampling method to select a sample size of 200 respondents. This review aims to provide an overview of the complex relationship between humans and technology. It highlights the need for more research in this rapidly changing field and the importance of informed decision-making about our digital engagement. This will help support optimal thinking and well-being in the digital age.