The interplay between entrepreneurship, economic growth, and innovation underscores the pivotal role of startups in driving economic development. As social media permeates various facets of life and business, its integration into entrepreneurial activities has become ubiquitous, offering a myriad of benefits including heightened online presence and enhanced consumer engagement. Concurrently, the advent of Artificial Intelligence (AI) has revolutionized business landscapes, presenting novel opportunities for enterprises to optimize operations and gain competitive advantage. Drawing from the Resource-Based View (RBV) theory, this study explores the mediating role of AI integration in the relationship between Social Media Activities (SMA) and Entrepreneurial Performance (EP). By conceptualizing SMA as a precursor to AI integration, and subsequently to EP, a theoretical model is proposed to elucidate the dynamics among these constructs. Emphasizing the need to fill the existing research gap, this study aims to contribute to performance research in AI by investigating its mediating effects in the context of SMA and EP. Ultimately, this research endeavors to provide valuable insights for decision-makers and entrepreneurs, facilitating the strategic utilization of technological resources in harnessing the benefits of social media and AI integration for bolstering entrepreneurial performance in the contemporary digital era.