Social communications in management and advanced technologies based on artificial intelligence: points of intersection

Introduction. In the modern era of digital technology development, the integration of social communications in management with the use of advanced technologies, particularly those based on artificial intelligence (AI), has gained significant attention. The rapid implementation of AI technologies is transforming management processes, interactions, and decision-making across various domains. The problem of this study lies in identifying the points of intersection between social communications in management and AI technologies, as well as evaluating their impact on the effectiveness of managerial decision-making. Purpose and objectives. The purpose of the article is to explore the interaction between social communications and artificial intelligence technologies within the context of modern management. The objectives include analysing the role of social communications, identifying the main AI technologies in this field, and developing recommendations for the integration of AI into communication strategies. Methodology. An interdisciplinary approach was employed, encompassing systems analysis, content analysis of scientific sources, empirical modelling, and a comparative analysis of AI technologies’ impact on social communications. Emphasis was placed on combining management theories with advanced technologies. Results. The study reveals that applying AI technologies in social communications within management enhances the speed and quality of decision-making, automates routine processes, and improves the efficiency of team collaboration. Key points of intersection were identified, including the personalization of communications, automation of feedback mechanisms, and big data analysis to support communication strategies. The importance of managerial personnel adapting to the use of innovative technologies to achieve strategic goals was highlighted.