This chapter analyzes the transformative role of artificial intelligence (AI) in social media marketing (SMM), emphasizing its impact on consumer engagement, strategic decision-making, and campaign optimization. Through bibliometric analysis, it maps the evolution of research in AI within SMM, highlighting prolific authors and influential studies that shape this domain. The findings underscore AI’s pivotal role in enhancing marketing strategies and securing competitive advantage amidst rapid technological advancements. The analysis indicates that AI integration into SMM has evolved from basic data handling to sophisticated tools involving machine learning (ML), natural language processing (NLP), and predictive analytics. These technologies allow marketers to better understand and predict user behavior, enabling personalized and real-time content adaptation. Reports show that companies using AI-driven strategies achieve up to a 20% increase in consumer engagement and more than a 30% rise in conversion rates. Additionally, AI-fueled influencer marketing results in a significant return on investment. The chapter also addresses challenges, including potential algorithmic biases and privacy concerns, emphasizing the importance of ethical AI use. As AI technology advances, its role in shaping SMM will continue to expand, redefining how marketers engage with and respond to audiences globally and thereby transforming digital marketing landscapes.