Investigating the impact of AI on improving customer experience through social media marketing: An analysis of Jordanian Millennials

The advent of artificial intelligence (AI) has triggered a significant evolution in the sphere of social media. This research is designed to explore the influence of AI technologies in user experience under Social Media Marketing examining augmented reality, virtual influencers, and chatbots in Jordanian Millennials. The associations were assessed with the importance analysis in the data using Smart PLS 4 and a combination of direct hypothesis testing and mediation analysis. With that being said, our results suggest a non-negligible effect of AI on the social media user journey. In addition, we find that chatbots, virtual influencers, and augmented reality can effectively mitigate the role of user experience in user attitudes toward AI. Realizations like these contribute to the epistemology of the area and provide actionable input for researchers and professionals.