AI-Driven Personalisation in Social Media Marketing: Opportunities and Ethical Challenges
Personalizacija vođena veštačkom inteligencijom u marketingu na društvenim mrežama: prilike i etički izazovi
Abstract
The integration of artificial intelligence (AI) in social media marketing has enabled new frontiers of personalisation, allowing brands to tailor content, advertising, and user experiences in real time based on behavioural, demographic, and psychographic data. This study synthesizes recent research on the applications, benefits, and ethical challenges of AI-driven personalisation within social media environments. It explores how AI facilitates consumer segmentation, dynamic content delivery, and influencer alignment, while also raising critical concerns related to privacy, algorithmic bias, transparency, manipulation, and user autonomy. The paper employs a thematic analysis to identify key opportunities such as enhanced engagement, operational efficiency, and predictive adaptation. It also examines the complex ethical implications emerging from algorithmic personalisation practices. The study concludes with a proposed research agenda and practical recommendations focused on ethical design, regulatory innovation, and user empowerment in the evolving landscape of AI-enabled marketing.
Apstrakt
Integracija veštačke inteligencije (AI) u marketingu na društvenim mrežama omogućila je nove granice personalizacije, dozvoljavajući brendovima da prilagode sadržaj, oglašavanje i korisnička iskustva u realnom vremenu na osnovu bihevioralnih, demografskih i psihografskih podataka. Ova studija sintetizuje prethodna istraživanja o primenama, prednostima i etičkim izazovima personalizacije vođene veštačkom inteligencijom u okruženjima društvenih mreža. Studija istražuje kako AI omogućava segmentaciju potrošača, dinamičku isporuku sadržaja i usklađivanje influensera, dok istovremeno pokreće kritične zabrinutosti vezane za privatnost, algoritamsku pristrasnost, transparentnost, manipulaciju i autonomiju korisnika. Rad koristi tematsku analizu kako bi identifikovao ključne prilike kao što su povećano angažovanje, operativna efikasnost i prediktivna adaptacija. Takođe ispituje složene etičke implikacije koje proističu iz praksi algoritamske personalizacije. Rad se završava predloženom istraživačkom agendom i praktičnim preporukama usmerenim na etički dizajn, regulatorne inovacije i osnaživanje korisnika u evolutivnom pejzažu marketinga omogućenom veštačkom inteligencijom.
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