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Synergizing AI and Automation: Case Studies on Next-Generation Social Media Marketing Engagement
Abstract
This study explores the synergy of artificial intelligence (AI) and automation in transforming social media marketing engagement (SMME). Through a systematic literature review (PRISMA 2020), 240 studies reveal AI's role in hyper-personalization, predictive analytics, and sentiment analysis, complemented by automation's scalable execution of content scheduling and workflow management. The proposed S.A.F.E. Framework addresses integration challenges, ethical concerns (privacy, bias, transparency), and ROI measurement ambiguities. Findings highlight a 33-40% engagement boost from AI-automation synergy, tempered by interoperability issues and consumer distrust. Ethical governance, explainable AI, and advanced attribution models are critical for sustainable SMME. The research advances Service-Dominant Logic and Resource-Based View, offering practical strategies for modular integration and policy recommendations for transparency mandates, redefining next-generation brand-consumer interactions in the digital marketplace.
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