The Impact of Artificial Intelligence on User Experience in Indonesian Social Media Marketing.

The development of Artificial Intelligence (AI) has sparked a significant evolution in the field of social media. This study is designed to explore the influence of AI technology on User Experience (UX) within the context of Social Media Marketing by testing Augmented Reality (AR), Virtual Influencers, and Chatbots among social media users in Indonesia. The relationships between these variables were assessed by 203 respondents in Indonesia and tested using SmartPLS 4 through a combination of direct hypothesis testing and mediation analysis. Our research findings indicate a substantial influence of AI on the social media user journey through specific mediators. Furthermore, we found that chatbots and virtual influencers effectively strengthen the user experience in the Indonesian market. In contrast, augmented reality showed insignificant results in shaping current user perceptions due to its complexity of use. Crucially, the study reveals that AI lacks a significant direct impact on satisfaction because its technical operations often occur "behind the scenes," going unnoticed by users. Its success relies on mediators that provide a "human touch," such as chatbots that offer instantaneous responses and virtual influencers that foster emotional engagement through compelling narratives. Consequently, businesses must prioritize intuitive, user-centric interfaces rather than mere technological gimmicks. These findings provide a strategic roadmap for marketers to optimize technology investments while maintaining transparency regarding data privacy to ensure long-term trust and sustainable AI adoption within the Indonesian digital landscape.