Towards adopting AI techniques for monitoring social media activities

Social media provide opportunities for organizations to reach the largest amount of people by measuring the general perception of the consumer and knowing his/her feelings and some of his reactions towards brands and products. On the other hand, these organizations as well as people are keen to preserve the privacy of their data, which will only be achieved by using applications and techniques of artificial intelligence. This scientific paper aims to analyze and discuss the impact of using artificial intelligence applications with their various technologies on social media through the method of critical analysis and evaluation that was applied to previous recent studies that dealt with the impact of artificial intelligence on social media. Then, this paper conducted a critical review of these studies coming up with findings, conclusions, and special recommendations on the subject. This resulted in the fact that studies agree on the great role that artificial intelligence plays in social media platforms in terms of preserving the privacy of the user and organizations and in terms of marketing and increasing the profits of organizations. Moreover, companies that do marketing through social media using artificial intelligence have benefited three times more than other companies that do not. In addition, artificial intelligence contributes to the preservation and security of privacy and data of users and digital owners in social networking sites, and contributes to increasing the profits of companies that use marketing through social media platforms based on artificial intelligence techniques, as their revenues increased by 10%, costs decreased, and productivity and logistic networks improved. This study recommended working to develop the mechanism of artificial intelligence in social media platforms, conducting more studies on the contribution of artificial intelligence in increasing the revenues earned by social media platforms, reducing the costs of social media creation and management, and finally the necessity for the commitment of social media companies to apply artificial intelligence techniques to maintain user privacy.