How TikTok's AI Algorithms are Driving Customer Engagement in the age of Social Media Marketing

Abstract

The current chapter investigates TikTok's AI personalization tools which revolutionize marketing approaches as they redefine digital engagement. TikTok employs machine learning alongside natural language processing and computer vision to provide hyper-personalized content based on user behaviour analysis (Zaharia et al., 2024). AI systems optimize campaign targeting efforts while increasing ROI and adapting to user preference changes in real time (Babadoğan, 2024; Gungunawat et al., 2024). Growing concerns about data privacy issues alongside algorithmic bias and manipulation exist according to recent research by Saura et al., 2024 and Sarioguz & Miser, 2024. Personalization triggers user discomfort when it becomes intrusive (Ding et al., 2024), which underscores the necessity of ethical AI governance (Vukmirović et al., 2025). Using case studies this chapter demonstrates that real- time analytics and influencer campaigns boost engagement while providing a conceptual framework to explain how AI creates stronger brand-audience relationships (Lu, 2024; Shen, 2023; Suhardi et al., 2024).