Impact of Artificial Intelligence in transforming Social Media Platforms (KEY IJP************867)

• Kanishka Dwivedi, Vishakha Pathak, Mahesh Kumar Tiwari

Abstract

This paper examines the upcoming exemplary role of Artificial Intelligence (AI) in social media at corporate level as well individual. In the hands of billions users across globe, social media giants are figuring ever smarter ways of using AI for better user engagement, content delivery and simplified advertising algorithms. With chatbots, machine learning and image recognition AI technologies are enabling businesses to offer customer service in real-time, tailor content to individuals and advert target segments better thus making marketing more efficient. The paper also looks at the ways social media platforms such as Facebook, Instagram, LinkedIn, and Snapchat are incorporating AI and how artificial intelligences are being embedded with these tools to automate complex tasks like content creating, audience segmentation and enhance campaigns.