A Qualitative Examination of the Influence of AI on Social Media Companies

Abstract

Artificial Intelligence is a defining technological development of the Fourth Industrial Revolution. With its groundbreaking efficiency, limitless application, and ease of use, it heralds an upheaval of established business strategies. In this paper, I qualitatively examine the established understanding of how AI implementation affects business in the social media marketing industry, and identify some of the gaps in previous scholarly articles. I have used secondary data analysis to explore the current state of AI implementation in business, to contribute to a greater understanding of how AI implementation will shape this industry. Applications in theory, practice, and policy for this research are also given, along with suggestions for future research as well as practical application in the social media marketing industry.