The key purpose of the article is to determine the influence of artificial intelligence technologies on marketing strategies in social networks. Social networks have become the most important tool for brands, providing direct interaction with consumers and providing new opportunities for personalized advertising. Undoubtedly, with the development of artificial intelligence, marketers get access to advanced technologies of big data analysis, which makes it possible to more accurately predict the needs of the audience, adapt content and increase the effectiveness of advertising campaigns. The key aspects of the implementation of artificial intelligence in social networks are defined, such as the creation of chatbots, personalized recommendations, content automation and the analysis of emotional reactions of users. Attention is focused on how these technologies help brands build long-term relationships with customers, increase loyalty and improve the experience of consumers. Certain prospects for the implementation of artificial intelligence in marketing in social networks include deeper adaptation of advertising strategies to individual user preferences and increasing their involvement. The best practices and challenges faced by companies in the process of integrating artificial intelligence into marketing strategies on social media platforms are substantiated, as well as an assessment of future trends and changes of digital marketing.