Artificial Intelligence in Social Media Advertising Raising Engagement and Ethical Concerns

Abstract

This study examines how AI-driven advertising on social media impacts user engagement, purchase intention, and attitudes toward privacy, trust, and ethics. Using a mixed-methods approach with literature review and a survey of 49 users (mostly aged 18-24), findings show that while AI improves ad relevance, concerns remain about authenticity and data use. Over half doubt the emotional genuineness of AI content and distrust data practices. The study calls for GDPR-aligned governance, explainable AI, and hybrid human-AI strategies. It offers practical solutions to bridge the gap between personalization benefits and ethical challenges in AI marketing.