The adoption of artificial intelligence (AI) in marketing and social media is gaining scholarly interest. While AI technologies offer significant potential for enhancing customer engagement (CE), their effectiveness depends on an industry’s level of digital and AI readiness. This is especially relevant for people-centric sectors such as tourism and hospitality, where digital maturity remains relatively low. This study aims to understand how AI supports CE and social media marketing (SMM), and to identify the key antecedents and consequences of its use. Using the PRISMA approach, we conduct a systematic review of 55 peer-reviewed empirical studies on AI-based CE and SMM. Our analysis identifies the main contributing theories and AI technologies in the field, and uncovers four central themes: (1) AI in customer service and user experience design, (2) AI-based customer relationships with brands, (3) AI-driven development of customer trust, and (4) cultural differences and varying levels of AI readiness. We also develop a conceptual framework that outlines the determinants and outcomes of AI-based CE, including relevant moderators and mediators. The study concludes with directions for future research and provides theoretical and managerial implications, particularly for the tourism and hospitality industries.
Żyminkowska et al. (2025) studied this question.