Artificial Intelligence in Social Media Marketing: Opportunities and Ethical Challenges
Open accessAbstract
In the rapidly evolving digital landscape, Artificial Intelligence (AI) has emerged as a transformative force reshaping how busi- nesses connect, communicate, and engage with consumers. Among its diverse applications, AI's integration into social me- dia marketing has revolutionized the way brands analyze data, personalize content, predict consumer behavior, and automate in- teractions (Henry, 2019). Platforms such as Instagram, Face- book, X (formerly Twitter), TikTok, and LinkedIn now rely heavily on AI algorithms to curate content feeds, target adver- tisements, and enhance user engagement. As a result, marketers are leveraging AI tools such as chatbots, sentiment analysis, pre- dictive analytics, and recommendation systems to create more ef- ficient and personalized marketing strategies that align with con- sumer preferences and behavioral trends (Capatina et al., 2020a). The adoption of AI in social media marketing presents numerous opportunities for innovation, efficiency, and precision. Through the use of data-driven insights, AI enables brands to interpret massive volumes of user-generated content in real time, leading to hyper-targeted campaigns and deeper audience understanding. AI-driven tools help marketers identify emerging trends, monitor consumer sentiments, and optimize ad performance based on be- havioral analytics (Benabdelouahed & Dakouan, 2020; Henry, 2019). Moreover, AI facilitates creative marketing by automating content creation, detecting optimal posting times, and generating personalized recommendations. This allows brands to maintain a competitive edge and enhance customer engagement while re- ducing human effort and cost. The integration of AI in social me- dia marketing has thus become indispensable for improving mar- keting efficiency, optimizing ROI, and fostering meaningful con- sumer-brand relationships (Rani & Sundaram, 2022).
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Growing public distrust of AI-generated content and concerns about personal data use are barriers to the legitimacy of social-good campaigns.
“Asimismo, la creciente desconfianza del público hacia los contenidos generados por IA y las preocupaciones sobre el uso de datos personales representan una barrera para la legitimidad de las campañas de bien social (Kaur et al., 2025).”
From El Reto del Marketing Social ante la Inteligencia Artificial: un análisis comparado en distintos contextos geográficos y sistemas políticos (2026) · cites this paper as Kaur et al., 2025
The Introduction identifies personal-data privacy as an ethical concern and says AI-generated content raises concerns about authenticity and trustworthiness that can undermine public confidence. It discusses AI-based social media marketing generally, however, not growing distrust or barriers to the legitimacy of social-good campaigns specifically. (LLM, conf=0.86)
Experimental — accuracy not yet measuredIn all cases, growing public distrust of AI-generated or curated content erodes the credibility capital that social marketing needs to change behaviors.
“En tercer lugar, en todos los casos se observa una creciente desconfianza pública hacia los contenidos generados o curados por IA, lo cual erosiona precisamente el capital de credibilidad que el marketing social requiere para modificar comportamientos (Kaur et al., 2025).”
From El Reto del Marketing Social ante la Inteligencia Artificial: un análisis comparado en distintos contextos geográficos y sistemas políticos (2026) · cites this paper as Kaur et al., 2025
The Introduction says AI-generated content raises concerns about authenticity and trustworthiness, and that manipulated content can undermine public confidence. It does not establish growing public distrust in all cases or link that distrust to social marketing’s ability to change behavior. The copy gives no page number for this passage. (LLM, conf=0.86)
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Cited by
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García, N. D. R., & Fernández, A. M. D. E. (2026) · Brazilian Journal of Business · doi:10.34140/bjbv8n3-150
- Authors
- Kaur, N., Garg, Y., & Gopal, K.
- Affiliations
- Lovely Professional University (IN)
- Venue
- IJERT.ORG
- Publisher
- IJERT.ORG
- Published
- 2025-11-14
- OpenAlex
- W7117447572
- Cited by
- 0
- References
- 0
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- green
- doi.org
- Locations
- Zenodo (CERN European Organization for Nuclear Research)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Safety Research › Ethics and Social Impacts of AI
- Keywords
- artificial intelligence, social media marketing, AI ethics, chatbots, sentiment analysis, predictive analytics, recommender systems, personalized marketing, content curation, automated content generation, consumer-brand relationships, user-generated content
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