Efficiency of artificial intelligence-based marketing in SMM

The aim of the article. If the study shows that interaction with generated product photos is better or at least as good as with real photos, we will consider artificial intelligence to be effective in saving costs for product photos, props, studio rent, and model photos. Analysis results. This article analyses the effectiveness of artificial intelligence in modern marketing, namely in the interaction between a company and its audience on social media. We draw on previous literature to trace the development of artificial intelligence and how it has been used in marketing and SMM. The primary data was obtained by testing AI-generated advertising creatives on the Instagram audience of a food production company. Despite the variability of content ranking algorithms on social media, it was possible to compare and analyse the creatives under equal conditions. The results of the study led to the conclusion that customer interaction with the result of artificial intelligence is no worse than traditional marketing tools, and also leads to significant savings in the production of content for customer interaction. Conclusions and directions for further research. In total, real photos gained more views and clicks, but this could be influenced by various factors, such as price, discount, value proposition on creative, as Instagram decides how many users to show a particular story. The time of publication, day of the week, and day of the month also differ. However, the correlation analysis shows that there is no significant dependence of the metrics on whether an artificial or real photo is used (the correlation coefficient is no more than 0.48 for clicks). This means that user behaviour towards real and artificial photos is approximately the same or does not differ significantly. Artificial intelligence is already revolutionising marketing. Interior design, textual content, and videos are already being created with the help of artificial intelligence. The results of artificial intelligence are impressive, but is it effective? Doesn't the consumer feel that the quality of such content is decreasing and that it is artificial? The study found that there is no correlation, no tangible statistical difference between the performance of creatives created by artificial intelligence compared to regular product photos. This means that artificial intelligence is more efficient in terms of content creation costs, as the cost of software with built-in artificial intelligence per month is less than the cost of 1 working hour of a professional photographer alone (about 2500 UAH per hour), not taking into account other costs of creating photo content, such as renting a photo studio (about 1300 UAH per hour), buying photo props (about 1000 UAH per photo shoot), and making food for a photo shoot (about 2000 UAH). It is necessary to continue researching efficiency on larger data sets, as well as researching the use of artificial intelligence in the creation of video content, SEO content, to cover more broadly the areas of AI application. It is recommended to test the results of this study on companies operating in other areas and markets. It is recommended to assess the effectiveness of the impact on the brand in the long term. After all, for example, social media algorithms change very often, and accordingly, the effectiveness will also change.