Digital Persona: Reflection on the Power of Generative AI for Customer Profiling in Social Media Marketing
Swapnil Morandé, Mitra Amini · Qeios · 2023
This paper provides an in-depth examination of generative artificial intelligence (AI) for customer profiling and social media marketing. A mixed methods approach combining social media metrics, customer surveys, and generative model analysis quantitatively demonstrates the ability of techniques like generative adversarial networks (GANs) and variational autoencoders (VAEs) to enhance marketing outcomes. Results show statistically significant improvements in engagement, clicks, followers, and sales from personalized, AI-generated content. Qualitative feedback indicates increased relevance, enjoyment, and brand loyalty. However, limitations like algorithmic bias and ethical risks around consent and privacy highlight the need for responsible innovation. Our research contributes one of the first empirical evaluations of generative AI's marketing potential while emphasizing cross-disciplinary perspectives to ensure human values remain central as this technology evolves.