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The research examines how AI personalisation affects marketing strategies and raises ethical issues.

April 22, 2026Open Access

AI-Driven personalisation in social media marketing: Opportunities and ethical challenges

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Explores AI's role in personalising marketing, highlighting benefits and ethical concerns for users.

The research examines how AI personalisation affects marketing strategies and raises ethical issues.
Conducted a thematic analysis of recent research on AI in social media marketing.
Identified opportunities and ethical challenges associated with AI-driven personalisation.
AI enhances user engagement and operational efficiency in marketing.
Finds critical ethical concerns such as privacy issues and algorithmic bias.

Παπαγεωργίου et al. (2026) studied this question.

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