Social Media Usage, Consumer Perceptions, and AI-Driven Platforms: An Empirical Survey-Based Study

This study investigates the growing influence of AI-driven social media platforms on everyday communication practices and business activities. Using an exploratory survey-based design supplemented with contextual qualitative observations, the research integrates a structured literature review with descriptive quantitative and qualitative analysis. Primary data were collected through an online survey of 250 respondents from diverse age groups and occupational backgrounds, supplemented by contextual qualitative observations. Findings indicate a steady increase in social media engagement over recent years, with individuals aged 15–25 emerging as the most active users. Most respondents reported spending two to five hours daily on platforms such as WhatsApp, YouTube, Facebook, and Instagram. Social media is widely perceived as useful for communication, entertainment, and business-related purposes; however, perceptions of reliability, safety, and security remain moderate. The study further identifies the expanding role of artificial intelligence in shaping user experiences through personalisation, automated content delivery, targeted advertising, and data-driven insights. The results highlight the dual nature of AI-driven social media—enhancing usability and business efficiency while simultaneously raising concerns related to privacy, trust, and ethical use. These findings emphasise the importance of strengthening digital literacy, improving platform governance, and adopting responsible AI practices to ensure sustainable social and economic benefits as AI-enabled social media continues to evolve.