A Study on the Role of Artificial Intelligence in Social Media Marketing Strategies with Special Reference to Coimbatore City

In the digital era, social media marketing (SMM) has become a cornerstone for business growth, brand engagement, and customer retention. With the proliferation of platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube, businesses have unprecedented access to consumers worldwide. The integration of Artificial Intelligence (AI) into SMM has further revolutionized this domain, enabling businesses to automate processes, deliver personalized content, and make data-driven decisions. This study explores the role of AI in enhancing social media marketing strategies, focusing on its adoption, implementation, and impact among businesses in Coimbatore. It highlights how AI-powered tools such as chatbots, analytics engines, and automated content generators improve customer engagement, brand loyalty, and return on investment. The research also investigates key challenges such as high costs, limited technical knowledge, and data privacy concerns that hinder AI adoption. Furthermore, the study evaluates the role of AI in influencer marketing and its potential to reshape the future of advertising. By analyzing current trends, usage patterns, and business perspectives, this study offers insights into how AI is shaping the next phase of digital marketing innovation and effectiveness.