Factors Influencing The Use Of Artificial Intelligence In Social Media Marketing

Artificial intelligence technology greatly facilitates various conveniences in obtaining structured information and practical and attractive content suggestions and provides insight into the external factors needed to create social media content. In social media marketing, we intend to analyze the impact of using and applying Artificial Intelligence. Due to the limitations of the researchers and team, this research used semi-quantitative research methods and simple sampling techniques. The research obtained 100 respondents with six predetermined variables, namely The Effectiveness of Artificial Intelligence (E), Artificial Intelligence Analytics and Intelligence Utilization (AAM), The transformation of Artificial Intelligence to Social Media and Business (SMB), The Potential of Artificial Intelligence Assistance (SMI), and The Present and the Future of Artificial Intelligence (PFS). The research results show that The Effectiveness of Artificial Intelligence (E) and the Potential of Artificial Intelligence Assistance (SMI) are crucial factors in this research. The T-Statistical Test value indicates a result above the required confidence level (CL), precisely 95% or 1.96. Meanwhile, the factors that do not influence this research are Artificial Intelligence Analytics and Intelligence Utilization (AAM), The transformation of Artificial Intelligence to Social Media and Business (SMB), and The Potential of Artificial Intelligence Assistance (SMI). Due to the findings above, companies, businesses, and personal content creators can use artificial intelligence to improve their content marketing on social media, as they are taking action to achieve better results.