Implementing AI and ML for Business Growth on Instagram

Abstract

This study examines how AI and ML drive business growth on Instagram, particularly for SMEs. AI-powered algorithms optimize marketing, enhance user targeting, personalize content, and improve engagement, conversions, and ROI. We analyse Collaborative Filtering, Content-Based Filtering, and Neural Networks through real-time experiments and performance metrics. Results confirm their effectiveness in scaling business operations.

Introduction

In today’s digital era, Instagram is a powerful marketing platform due to its large user base and visual focus. Businesses leverage Instagram through organic content, ads, influencer partnerships, and interactive features, but growing competition requires data-driven strategies. Artificial Intelligence (AI) and Machine Learning (ML) play a critical role in optimizing Instagram marketing by analyzing large data sets, predicting customer behavior, personalizing content, and automating tasks. AI-powered tools such as chatbots, image recognition, predictive analytics, and automated ad bidding help businesses increase engagement and conversions.

AI is a broad field encompassing tasks requiring human-like intelligence, with ML as its subset focused on algorithms that learn from data without explicit programming. Popular AI/ML algorithms used in Instagram marketing include Collaborative Filtering (recommending content based on similar users), Content-Based Filtering (recommending based on content attributes), and Neural Networks (deep learning models for pattern recognition and personalization). These technologies enable precise targeting, better customer segmentation, and improved marketing outcomes.

Case studies from brands like Nike and Sephora illustrate how AI-driven Instagram strategies boost growth and engagement. The text also highlights AI and ML’s broader impact on e-commerce, including personalized recommendations, inventory management, dynamic pricing, customer service automation, fraud detection, and targeted marketing, which together enhance efficiency, sales, and customer satisfaction.

Conclusion

By integrating AI technologies like Collaborative Filtering into Instagram marketing strategies, businesses can achieve higher engagement rates, leading to improved customer retention and business growth. Despite challenges such as implementation costs, data privacy concerns, and algorithm complexity, the benefits of using AI and ML far outweigh these issues.Future research should focus on further refining AI models to improve their adaptability, particularly in areas such as real-time bidding, automated content creation, and advanced customer segmentation.AI and ML are transforming businesses and social media by automating tasks, improving decision-making, and personalizing customer experiences. While these technologies drive growth and efficiency, they also pose ethical and workforce challenges, urging businesses to adopt them responsibly.The integration of AI and ML in e-commerce has revolutionized the industry by enhancing personalization, optimizing operations, and improving overall customer experiences.AI and ML into Instagram marketing strategies, businesses can enhance their advertising efficiency, create more engaging content, and ultimately drive growth on the platform.

References

[1] Ganesh, “The Impact of Social Media on Consumer Behavior: An AI-Enhanced Approach to Marketing Strategies,” Nov. 2023, doi: 10.2139/SSRN.4985407. [2] C. Basuki, D. Hidayat, and Victorianda, “Optimizing Digital and Social Media Marketing Strategies Using Advanced Technologies for Sustainable Growth in MSMEs,” 2024 3rd International Conference on Creative Communication and Innovative Technology, ICCIT 2024, 2024, doi: 10.1109/ICCIT62134.2024.10701101. [3] S. Gupta, “Social Media Marketing: Understanding Social Media Algorithms Through Business Growth,” pp. 1117–1125, 2023, doi: 10.1007/978-981-99-0428-0_91. [4] A. Narassiguin and S. Sargent, “Data Science for Influencer Marketing?: feature processing and quantitative analysis,” May 2019, Accessed: Feb. 01, 2025. [Online]. Available: https://arxiv.org/abs/1906.05911v [5] J. Looi and L. A. Kahlor, “Artificial Intelligence in Influencer Marketing: A Mixed-Method Comparison of Human and Virtual Influencers on Instagram,” Journal of Interactive Advertising, vol. 24, no. 2, pp. 107–126, 2024, doi: 10.1080/15252019.2024.2313721 [6] P. P. Tricomi, M. Chilese, M. Conti, and A.-R. Sadeghi, “Follow Us and Become Famous! Insights and Guidelines From Instagram Engagement Mechanisms,” Jan. 2023, Accessed: Feb. 01, 2025. [Online]. Available: https://arxiv.org/abs/2301.06815v1 [7] P. R. Panda et al., “A Conceptual Study on Instagram Marketing: Examining the Effect of AI on Several Business Sectors Using AI ChatGPT on Marketing Effectiveness,” https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/979-8-3693-0724-3.ch002, pp. 20–43, Jan. 1AD, doi: 10.4018/979-8-3693-0724-3.CH002. [8] C. Mwololo Fred, “Comparative Analysis of Machine Learning Algorithms for Enhancing Social Media Marketing and Decision-Making in Kenyan SMEs.,” African Journal of Commercial Studies, vol. 6, no. 1, pp. 39–52, Jan. 2025, doi: 10.59413/AJOCS/V6.I.1.4. [9] Z. A. Latiff and N. A. S. Safiee, “New Business Set Up for Branding Strategies on Social Media – Instagram,” Procedia Comput Sci, vol. 72, pp. 13–23, Jan. 2015, doi: 10.1016/J.PROCS.2015.12.100. [10] S. Adjei, “Using AI and ML to Completely Change the Customer Experience in Crm Applications,” Journal of Research in Science and Engineering, vol. 6, no. 8, pp. 73–77, Aug. 2024, doi: 10.53469/jrse.2024.06(08).16 [11] A. V. Mahalle and P. R. Bhaladhare, “Utilizing machine learning for the advancement of social media marketing,” AIP Conf Proc, vol. 3233, no. 1, p. 020030, Jan. 2025, doi: 10.1063/5.0244659. [12] P. R. Panda et al., “A conceptual study on instagram marketing: Examining the effect of AI on Several Business Sectors Using AI ChatGPT on Marketing Effectiveness,” Demystifying the Dark Side of AI in Business, pp. 20–43, Mar. 2024, doi: 10.4018/979-8-3693-0724-3.CH002. [13] J. Looi and L. A. Kahlor, “Artificial Intelligence in Influencer Marketing: A Mixed-Method Comparison of Human and Virtual Influencers on Instagram,” Journal of Interactive Advertising, vol. 24, no. 2, pp. 107–126, 2024, doi: 10.1080/15252019.2024.2313721. [14] Ms. Anshu and Dr. Monika Sharma, “AI in Social Media Marketing?: Opportunities and Challenges,” International Journal of Scientific Research in Computer Science, Engineering and Information Technology, vol. 10, no. 5, pp. 195–204, Nov. 2024, doi: 10.32628/CSEIT24105104. [15] Nithyananda B Devadiga, “A Review of AI and ML Adoption in Businesses Worldwide,” Int J Sci Res Sci Technol, vol. 11, no. 4, pp. 393–399, Aug. 2024, doi: 10.32628/IJSRST24114136. [16] P. Matta, “Applications of AI/ML in Automating Business Processes and Data-Driven Decision-Making for Product Strategy,” INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT, vol. 08, no. 12, pp. 1–5, Dec. 2024, doi: 10.55041/IJSREM8167. [17] B. Potdar, “Integration of Artificial Intelligence (AI) in content creation processes for digital marketing startups,” 2024, Accessed: Feb. 01, 2025. [Online]. Available: http://www.theseus.fi/handle/10024/865717 [18] B. F. Sarikaya, / Sorumlu, and B. F. Sar?kaya, “ARTIFICIAL INTELLIGENCE IN SOCIAL MEDIA MARKETING AND THE EFFECTS ON YOUTH- THE CASE OF INSTAGRAM,” Turkish Online Journal of Design Art and Communication, vol. 15, no. 1, pp. 293–308, Jan. 2025, doi: 10.7456/TOJDAC.1566662. [19] V. Joshi, A. Reddy, M. Joshi, and N. Chopra, “Leveraging Machine Learning Algorithms and Natural Language Processing for Enhanced AI-Driven Influencer Campaign Analytics,” Australian Advanced AI Research Journal, vol. 11, no. 1, Feb. 2022, Accessed: Feb. 01, 2025. [Online]. Available: https://aaairj.com/index.php/v1/article/view/9 [20] S. Athithan, “Using Machine Learning to Improve Social Media Marketing”, Accessed: Feb. 01, 2025. [Online]. Available: http://ymerdigital.com [21] “(PDF) THE IMPACT OF SOCIAL MEDIA MARKETING AND MACHINE LEARNING APPLICATIONS IN DIGITAL ADVERTISING.” Accessed: Feb. 01, 2025. [Online]. Available: https://www.researchgate.net/publication/382650218_THE_IMPACT_OF_SOCIAL_MEDIA_MARKETING_AND_MACHINE_LEARNING_APPLICATIONS_IN_DIGITAL_ADVERTISING [22] E. Semenkevich, “Use of AI-Driven Targeted Marketing on Instagram by Online Retail SMEs,” 2024, Accessed: Feb. 01, 2025. [Online]. Available: http://www.theseus.fi/handle/10024/851487 [23] B. Al Kurdi, M. T. Alshurideh, S. Hamadneh, D. Kalra, S. Marwaha, and H. M. Alzoubi, “Machine Learning Applications in Social Media Marketing: Innovating Customer Engagement and Brand Building,” 2nd International Conference on Cyber Resilience, ICCR 2024, 2024, doi: 10.1109/ICCR61006.2024.10532873. [24] C. Krishnan, A. Gupta, A. Gupta, and G. Singh, “Impact of Artificial Intelligence-Based Chatbots on Customer Engagement and Business Growth,” Studies in Big Data, vol. 113, pp. 195–210, 2022, doi: 10.1007/978-3-031-10869-3_1 [25] M. Mustak, H. Hallikainen, T. Laukkanen, L. Plé, L. D. Hollebeek, and M. Aleem, “Using machine learning to develop customer insights from user-generated content,” Journal of Retailing and Consumer Services, vol. 81, p. 104034, Nov. 2024, doi: 10.1016/J.JRETCONSER.2024.104034. [26] G. R. Gagan, M. Natarajan, S. Deva, and D. Uma, “Business Promotion through Instagram using Semi-Supervised Topic Modelling,” 2023 IEEE 8th International Conference for Convergence in Technology, I2CT 2023, 2023, doi: 10.1109/I2CT57861.2023.10126267. [27] I. G. A. Tirtayani, I. M. Wardana, P. Y. Setiawan, and I. Gst. Ngr. J. A. W. K, “A scoping review: the role of machine learning in social media marketing today,” JPM - Journal of Perspectives in Management, vol. 8, Nov. 2024, doi: 10.51359/2594-8040.2024.262880. [28] C. Yaiprasert and A. N. Hidayanto, “AI-driven ensemble three machine learning to enhance digital marketing strategies in the food delivery business,” Intelligent Systems with Applications, vol. 18, p. 200235, May 2023, doi: 10.1016/J.ISWA.2023.200235. [29] Dr. Sana Saima et al., “The Power of Instagram’s Algorithm in Boosting the Visibility of Startups & Small Businesses,” International Journal of Engineering and Management Research, vol. 13, no. 2, pp. 59–63, Apr. 2023, doi: 10.31033/IJEMR.13.2.9 [30] W. Alkhowaiter, “The power of instagram in building small businesses,” Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 9844 LNCS, pp. 59–64, 2016, doi: 10.1007/978-3-319-45234-0_6. [31] Wagobera Edgar Kedi, Chibundom Ejimuda, Courage Idemudia, and Tochukwu Ignatius Ijomah, “Machine learning software for optimizing SME social media marketing campaigns,” Computer Science & IT Research Journal, vol. 5, no. 7, pp. 1634–1647, Jul. 2024, doi: 10.51594/CSITRJ.V5I7.1349. [32] G. Viswanatha Reddy et al., “DFW-PP: Dynamic Feature Weighting based Popularity Prediction for Social Media Content,” Journal of Supercomputing, vol. 80, no. 4, pp. 5708–5730, Oct. 2021, doi: 10.1007/s11227-023-05672-8. [33] Nithyananda B Devadiga, “A Review of AI and ML Adoption in Businesses Worldwide,” Int J Sci Res Sci Technol, vol. 11, no. 4, pp. 393–399, Aug. 2024, doi: 10.32628/IJSRST24114136. [34] “Instagram And AI; Is It A Good Mix?” Accessed: Mar. 10, 2025. [Online]. Available: https://aimresearch.co/market-industry/instagram-and-ai-is-it-a-good-mix [35] S. F. Yeo, C. L. Tan, A. Kumar, K. H. Tan, and J. K. Wong, “Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry,” Technol Forecast Soc Change, vol. 177, p. 121551, Apr. 2022, doi: 10.1016/j.techfore.2022.121551. [36] Ms. Anshu and Dr. Monika Sharma, “AI in Social Media Marketing?: Opportunities and Challenges,” International Journal of Scientific Research in Computer Science, Engineering and Information Technology, vol. 10, no. 5, pp. 195–204, Nov. 2024, doi: 10.32628/CSEIT24105104. [37] Anand Vardhan, “(PDF) Role of Artificial Intelligence in Social Media Marketing.” Accessed: Mar. 10, 2025. [Online]. Available: https://www.researchgate.net/publication/357705863_Role_of_Artificial_Intelligence_in_Social_Media_Marketing [38] S. M. C. Loureiro and E. M. Sarmento, “Exploring the Determinants of Instagram as a Social Network for Online Consumer-Brand Relationship,” Journal of Promotion Management, vol. 25, no. 3, pp. 354–366, Apr. 2019, doi: 10.1080/10496491.2019.1557814. [39] A. Agil, N. Rakhmad, and W. N. Hidayat, “Marketing Strategies Through Instagram to Increase Sales,” Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2021), pp. 273–277, Nov. 2021, doi: 10.2991/AEBMR.K.211115.040. [40] F. A. Rahmah and A. Rochmaniah, “Instagram Marketing Boosts Sales for Small Businesses,” Indonesian Journal of Innovation Studies, vol. 25, no. 1, Jan. 2024, doi: 10.21070/ijins.v25i1.1084. [41] ZipDo, \"AI in the social media industry statistics,\" 2025. [Online]. Available:zipdo.co/ai-in-the-social-media-industry-statistic [42] SEO Sandwitch, \"AI in social media stats,\" 2025. [Online]. Available:seosandwitch.com/ai-in-social-media-stat [43] AP News, \"Meta reports 35% increase in profit due to AI-driven advertising,\" 2025. [Online]. Available: https://apnews.com/article/86d359d248d67f2e67e16122facabb52

Copyright

Copyright © 2025 Vaishnavi Bangale, Rishabh Gawade, Kaustubh Pallod. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.