Artificial Intelligence and Social Media Communication

The development of artificial intelligence technologies has significantly transformed the way brands operate in social media and their approaches to content creation and interaction with customers. This master's thesis examines the application of artificial intelligence in the context of modern digital communication, focusing on content personalization, conversational systems as chatbots and voice assistants, and automated content creation. The first part of the study presents a theoretical analysis, including defining the role of artificial intelligence in social networks, an overview of the historical development and current trends of its application, as well as the financial impact on the industry. The second part of the work examines in detail the main AI technologies and tools used by brands to improve communication, personalization and automation of interactions with consumers. The third part of the work focuses on the practical application of artificial intelligence in social networks and related ethical issues using examples of several well-known brands. The final part of the paper summarizes the analysis, outlines key findings about the impact of AI on brand strategy in social media, and formulates recommendations for further development of technologies and the ethical use of artificial intelligence in digital communications.