Artificial Intelligence AI has become a transformative technology that significantly influences the functioning and growth of modern social media platforms. Platforms such as Facebook, Instagram, YouTube, Twitter, and LinkedIn manage billions of active users who continuously generate vast amounts of structured and unstructured data, including posts, images, videos, comments, and real time interactions. Managing and analysing this massive volume of data manually is impractical therefore, AI driven systems are deployed to efficiently process, organize, and interpret user generated content. Machine learning algorithms play a critical role in examining user activities such as likes, shares, watch time, scrolling patterns, and search history. By identifying hidden patterns and behavioural trends, these algorithms enable platforms to predict user preferences and deliver personalized content through intelligent recommendation systems. This personalization enhances user engagement, increases platform retention rates, and improves overall user experience. Furthermore, AI powered recommendation engines and predictive analytics support targeted advertising strategies by matching advertisements with user interests and online behavior. This not only enhances marketing effectiveness and conversion rates but also strengthens the commercial sustainability of social media platforms. Hence, AI has transformed social media into a data driven, automated, and highly interactive digital ecosystem that continuously evolves based on user behavior and intelligent decision making systems. Artificial Intelligence AI , Social Media Platforms, Machine Learning Algorithms, User Behaviour Analysis, Content Personalization, Recommendation Systems, Data Analytics, Big Data Processing, User Engagement, Targeted Advertising, Predictive Analytics, Intelligent Automation, Digital Ecosystem, Behavioural Pattern Recognition, Marketing Optimization. 73-79 Advances in Computer Applications and Information Technology Special Issue Sejal Shendea | Anjana Bhabhdab