Artificial Intelligence in Digital and Social Media Marketing: An Empirical Study on Consumer Engagement

Artificial Intelligence (AI) has become a key force behind new ideas in digital and social media marketing by making it possible to personalize, automate, and make decisions based on data. Because digital platforms collect a lot of data about customers, marketers are using AI more and more to look at how people use them, guess what they like, and improve engagement results. This research empirically investigates the influence of Artificial Intelligence applications in digital and social media marketing on consumer engagement and perceived marketing efficacy. A structured questionnaire was used to collect data from 120 social media users, and SPSS was used to do the statistical analysis. The research utilizes descriptive statistics, reliability analysis, correlation analysis, and multiple regression to evaluate the proposed hypotheses. The results show that AI-driven personalization, predictive analytics, and chatbot-based interactions have a big impact on how engaged customers are and how well marketing works. The research presents theoretical and managerial implications, emphasizing the ethical and practical challenges linked to AI adoption in marketing.