AI AND DIGITAL MEDIA ADVERTISING: EXAMINING THE INFLUENCE OF PERSONALIZED SOCIAL MEDIA CONTENT ON CONSUMER DECISIONS

AI has actually revived internet advertising and marketing, making it possible for firms to produce tailored, down to the letter social web content for customers. The application of cutting-edge technology, such as machine learning algorithms and predictive analytics can help businesses refine their customer knowledge and generate targeted ads that resonate with individual customers and influence their purchasing decisions and brand loyalty. This study examines the role social media ads become influential on the consumer journey on the now rapid turnaround digital channels (YouTube, Facebook, Instagram, TikTok), ultimately deciding that consumer call to action. The effects of the tailored content design on consumer attention, emotional connection, and trust, engagement, and purchase intention are explained. The method used in this study is Conceptual research method and Analytical research method which is a secondary data research. The research method in this study was conceptual research method and analytical research method that is a secondary data research. Data shows that a custom social media campaign can influence a user's decision-making process particularly if they feel they are relevant, they find the information useful and it is genuinely authentic. The customization provided by AI can enhance the customer experience, improve brand engagement, and boost the effectiveness of ads. All of these issues compound the difficulties of applying AI to advertising – as well as worries about algorithmic bias, data security, client privacy and ethics. The study results reveal the companies should merge the technical innovation with the transparency and ethics in marketing strategies to promote customers confidence and make sure they can continuously interact with the internet. This study not only contributes to the existing knowledge base under the advertising using artificial intelligence research field, but also introduces valuable contributions to the study world, in which marketing professionals can learn how to utilize the marketing tools with the approach of customer centered marketing using the context of digital marketing in the dynamic environment of social media.