Personalized Experiences: The Role of Artificial Intelligence in Modern Media

Abstract

Social networking has evolved into an essential aspect of daily life. Facebook represents a portion of the contemporary media that is available on all platforms and devices, and it is extensively and regularly utilized by people of all ages. Facebook platforms usually use personalization algorithms to customize their services for each user. AI's applications to social media expands at an unparalleled rate and is continuously changing the platform. Therefore, the problem this study aims to address is the link between AI-driven customization and customer experience assuming Facebook integrates AI. More specifically, how AI-driven customization impacts Facebook's user experience. Consequently, this study's goal aims to investigate how AI-personalized media content affects Facebook users' experiences a prominent social media network. Therefore, this study uses quantitative survey technique with 354 consumers of Facebook within Jordan chosen by convenience selection to close the gap among existing literature. The data was analyzed using PLS-SEM. The study's findings, which emphasize the crucial role AI plays in influencing user interaction and experience upon social media platform particularly Facebook show a strong positive correlation between AI-personalized media material and client experience. To increase the study's validity and application, future research should broaden its scope to encompass a variety of businesses and cross-cultural contexts. And some might want to look at the way AI-driven targeted marketing, which has grown more and more significant in digital ere, is impacted by customer views of data protection and security.