Abstract

Artificial intelligence is having a dramatic impact on a variety of industries, including marketing and marketing communications. Its use enables the optimization of marketing activities and increases efficiency not only within large corporations, but also in small and micro businesses. On social media, AI plays a significant role in content creation, post scheduling, campaign analysis and other aspects. Implementing AI tools into social media management can be a key element for improving the performance and effectiveness of marketing communications. This paper examines the impact of AI on social media from the perspective of using AIin an SME environment. It analyses the current state of the art, the authors’ perspectives and the results of empirical studies. It concludes with recommendations for the use of specific AI-based tools that businesses can use in social media management.

Keywords: Artificial Intelligence, Social Media Marketing, Engagement, Personalization, SMEs, Communication.