Abstract:

In the digital era, social media platforms have become indispensable tools for businesses seeking to connect with customers, build brand loyalty, and drive market growth. As these platforms generate an overwhelming volume of data every second, organizations are increasingly turning to Artificial Intelligence (AI) to extract actionable insights and inform strategic decisions. AI technologies such as natural language processing (NLP), machine learning, deep learning, and computer vision are revolutionizing the landscape of social media analytics by enabling automated, scalable, and intelligent analysis of vast and diverse data sets. This paper explores the multifaceted role of AI in social media analytics, highlighting how it transforms traditional marketing and customer engagement practices. AI facilitates real-time sentiment analysis, user behavior prediction, image and video recognition, and hyper-personalized content delivery, all of which significantly enhance business intelligence. Companies can now not only monitor brand perception but also forecast trends, identify Important influencers, and respond proactively to changing consumer preferences. The study presents practical frameworks for AI integration, discusses successful industry use cases, and examines Important performance metrics that businesses can adopt to evaluate the effectiveness of their AI-driven social media strategies. Additionally, it addresses ethical and operational challenges, including data privacy, algorithmic bias, and the need for transparent AI practices. As technology continues to evolve, those who embrace AI-powered social media analytics will be better positioned to anticipate market shifts, deliver exceptional customer experiences, and maintain relevance in an increasingly dynamic digital landscape.