Effect of artificial intelligence in social media content creation

The main purpose of this thesis is to develop a deeper understanding and to gain deeper knowledge about the role of artificial intelligence in social media content creation. In order to make it precise, we have formulated two underlying questions: How much creativity does artificial intelligence really possess? And what is the role of artificial intelligence in content creation? For these questions we have chosen online questionnaire for data collection. Data were gathered from respondents from different countries between November 9, 2022, and October 3, 2023. We have used descriptive and inferential statistics. The research's results support that artificial intelligence (AI) has a statistically significant influence on the creation of social media content. The choices made by the participants showed that they overwhelmingly preferred AI-generated content over human-generated content. Based on the preferences and perceptions of the study participants, it is concluded that AI is more creative than humans or social media content creators. These results have implication on how AI may impact and even completely change the social media content creation industry.