Impact of Artificial Intelligence on Digital and Social Media Marketing Practices

In digital and social media marketing, artificial intelligence (AI) has become a game-changer, drastically altering how businesses create, carry out, and assess their marketing plans. There is a significant need for intelligent technologies that can provide effective and customised marketing solutions due to the quick growth of digital platforms and the rise in consumer-generated data. Marketers can analyse customer behaviour, forecast preferences, automate marketing tasks, and improve the precision of strategic decision-making with the use of AI-driven technologies like machine learning, predictive analytics, chatbots, personalisation engines, and sentiment analysis. This study analyses the main uses, advantages, difficulties, and moral ramifications of artificial intelligence in order to investigate how it affects digital and social media marketing strategies. Based on secondary data gathered from academic publications, industry reports, scholarly journals, and reliable internet sources, the study is conceptual and descriptive in character. According to the report, AI increases marketing efficacy through real-time performance optimisation, tailored content delivery, targeted advertising, and improved customer engagement. But the increasing use of AI also brings up issues with algorithmic bias, data privacy, transparency, and the moral use of customer data. The report highlights how crucial it is to apply AI responsibly and ethically in order to maintain customer confidence, legal compliance, and long-term growth in social media and digital marketing.