This study examines the role of Artificial Intelligence (AI) in enhancing social media monitoring, with a focus on businesses in Coimbatore district. AI technologies such as sentiment analysis, machine learning algorithms, and automated data analytics help organizations track online mentions, understand consumer behavior, and manage brand reputation effectively. The research investigates how businesses are adopting AI-driven social media monitoring tools, the benefits they achieve in marketing and customer engagement, and the challenges faced during implementation. The findings highlight the importance of AI in modern social media management and provide strategies for effective adoption. Results indicate that AI-driven monitoring significantly improves decision-making, enhances brand perception, and strengthens competitive advantage.
M et al. (2026) studied this question.