Abstract

Objectives: This study aimed to investigate the contribution of artificial intelligence in understanding the preferences and needs of Generation Z through social media, enhancing social media marketing, improving marketing campaign effectiveness, and helping companies identify key technologies to understand new customer trends and utilize them to meet their needs. Methods: The researcher adopted a descriptive-analytical approach to understand, describe, and interpret the data, which is most suitable for social sciences. Previous studies on the study variables were reviewed to identify research gaps. Results: The study found a strong positive relationship between artificial intelligence via social media and understanding the preferences of Generation Z, with a Pearson coefficient of 0.659+ indicating a positive correlation. There is a significant relationship between using artificial intelligence in digital marketing via social media and understanding the needs and desires of Generation Z. Companies leveraging AI technologies positively impact marketing efforts and campaign effectiveness on social media platforms. Conclusion: Based on the study results, using artificial intelligence technologies helps companies better understand Generation Z, meet their needs, and enhance their shopping experience. It is crucial for companies to adopt modern technologies and leverage artificial intelligence capabilities for data analysis, extraction, and turning big data into valuable information to design services that align with Generation Z's interests.