The Role Of Ai Powered Social Media In Enhancing Customer Engagement

Abstract

This study examines how artificial intelligence (AI) in social media enhances customer engagement and loyalty through personalization, chatbots, and sentiment analysis. Using a case study of Airbnb, the findings show that AI increases engagement by tailoring content, building trust, and improving service responsiveness. Simultaneously, concerns over data privacy, transparency, and overreliance on automation emphasize the need for a balance between efficiency and human-centered interaction. This study highlights the importance of ethical AI adoption and offers practical insights for marketers and scholars aiming to strengthen customer loyalty in the digital era.