DOI: https://doi.org/10.36719/2789-6919/54/112-115
Parvin Fatalizadeh
Azerbaijan State University of Economics
Master’s student
https://orcid.org/0009-0001-5932-5649
parvin.fatali03@mail.ru
Role of Artificial Intelligence and Data Analytics in
Social Media Marketing
Abstract
The integration of Artificial Intelligence (AI) and Data Analytics into social media marketing has transformed the way businesses engage with audiences, build brand loyalty, and drive conversions. AI technologies such as machine learning, natural language processing, and predictive analytics allow marketers to analyze massive volumes of unstructured social media data to understand consumer preferences, sentiment, and behavior in real time. Through automated tools and algorithms, companies can optimize content creation, personalize advertisements, and predict emerging market trends. Data analytics further enhances this process by converting social media metrics – likes, shares, comments, and impressions – into actionable insights, enabling data-driven decision-making. Together, AI and analytics facilitate advanced audience segmentation, improve customer experience, and maximize return on marketing investments. Moreover, AI-powered chatbots and recommendation systems strengthen customer engagement by offering personalized responses and product suggestions. However, the use of AI also raises ethical and privacy concerns, particularly regarding user data collection and algorithmic transparency. Despite these challenges, the synergy between AI and data analytics represents a cornerstone for the future of digital marketing, allowing businesses to maintain competitiveness in an increasingly dynamic and data-saturated environment. In conclusion, AI-driven data analytics provides social media marketers with innovative tools to understand audiences deeply, optimize strategies, and achieve sustainable growth in the digital economy.
Keywords: artificial, analytics, marketing, behavior, predictive, digital