Exploring the Intersection of Social Media and Artificial Intelligence in Organizational Advocacy Practices

Organizational advocacy (OA) is undergoing significant transformations due to the convergence of artificial intelligence (AI) and social media. Social media amplifies advocacy discourse, fosters dialogic engagement, and cultivates collaborative meaning-making. AI-driven tools—ranging from content algorithms to emotionally intelligent chatbots and stakeholder analytics—empower OA through content automation, message visibility, and dialogic interactions. At the same time, this joint force raises serious ethical concerns about bias, authenticity, credibility, and misinformation. Drawing upon the corporate social responsibility (CSR), corporate social advocacy (CSA), and AI literature, this chapter identifies key mechanisms—such as amplification, dialogic engagement, optimization, and structural visibility—through which AI and social media have jointly influenced OA. It concludes with directions of future research for AI, social media, and OA.