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Role of Artificial Intelligence in Social Media Marketing

International Journal of Business Analytics and Intelligence

Volume 9 Issue 1 & 2

Published: 2021
Author(s) Name: Anandvardhan | Author(s) Affiliation: Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Uttar Pradesh, India.
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Abstract

Artificial intelligence (AI) refers to any human-like intelligence exhibited by a computer, robot, or any other machine. This paper discusses the significance of AI in social media marketing. The paper outlines a framework for understanding how artificial intelligence impacts the marketing scenario on social media sites. This study investigates the implementation of AI in marketing, and the pros and cons associated with the use of AI-powered tools in marketing. Through secondary research, the paper finds out how companies reap the benefits of early adoption of AI in their businesses, and concludes that AI has become inevitable for a marketer who wants to enjoy a competitive edge over the others. It therefore advises businesses to welcome AI technology, and in particular, urges marketing managers to make AI training mandatory for their marketing teams.

Keywords: Digital Marketing, Social Media Marketing, Artificial Intelligence, Online Advertising, PPC Advertising, Machine Learning

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