Testing AI's potential : can AI-generated content increase social media engagement?
Vargas, Nayele (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121134922
https://urn.fi/URN:NBN:fi:amk-2024121134922
Tiivistelmä
This thesis investigates the impact of artificial intelligence (AI)-generated content on social media engagement. The work was motivated by the increasing adoption of AI tools in digital marketing and the need to understand their effectiveness compared to human-generated content. The study hypothesizes that AI-assisted content increases engagement and seeks to provide evidence supporting this claim.
The research employed an experimental approach in which AI-generated and human-generated social media posts were compared across platforms. Engagement metrics, including likes, comments, shares, and saves, were analyzed to determine the effectiveness of the two content types. Data was collected over a defined period, with content focused on themes of cultural differences, lifestyle, and events, tailored to the interests of the target audience.
The findings indicate that AI-generated content improves engagement rates, demonstrating its potential as a tool for optimizing social media strategies. This research concludes that AI is a valuable asset for marketers and content creators, offering efficiency and enhanced audience interaction. The results contribute to the growing field of AI-driven marketing and underscore the importance of adopting emerging technologies to remain competitive in the digital landscape.
The research employed an experimental approach in which AI-generated and human-generated social media posts were compared across platforms. Engagement metrics, including likes, comments, shares, and saves, were analyzed to determine the effectiveness of the two content types. Data was collected over a defined period, with content focused on themes of cultural differences, lifestyle, and events, tailored to the interests of the target audience.
The findings indicate that AI-generated content improves engagement rates, demonstrating its potential as a tool for optimizing social media strategies. This research concludes that AI is a valuable asset for marketers and content creators, offering efficiency and enhanced audience interaction. The results contribute to the growing field of AI-driven marketing and underscore the importance of adopting emerging technologies to remain competitive in the digital landscape.