Artificial Intelligence (AI) has made drastic change in the business scenario, how companies interact with customers, provide tailored content, and run campaigns—its highly indebted to incorporation of AI into social media marketing. This study is an attempt to know how AI makes an impact on social media marketing on content production, customer interaction, advertising tactics, and customer service. Traditional marketing techniques are being fully replaced by AI tools like chatbots, predictive analytics, and individualised content distribution, and the final result is more focused and successful marketing campaigns. But the application of AI raises a moral question about algorithmic biases and data privacy. More than this, this paper offers a conceptual framework for understanding the impact of AI in customer behaviour, and marketing results. This study contributes to the expanding corpus of research on AI’s application in social media marketing and it also comes up with some information on its scope in future also.