Authors - Aditya Nova Putra, Tri Wiyana, Setiani Putri Hendratno, Nora Fitriawati, Ida Bagus Putu Aditya Abstract - The world of social media marketing is shifting from traditional con-tent delivery to personalized solutions, algorithmic recommendation systems, AI generated content and Automated Customer Service Chat. While these technologies can increase relevance and responsiveness, the consumer impact of AI-powered brand communications is conditional upon perceptions of brand messaging as being trustworthy and human-centered, socially meaningful. The study constructs a consumer-behavior framework of the impact of human-centric AI-driven social media intelligence on trust in AI-based brand content, e-WOM, pur-chase intention and perceived sustainability. Situated in the fields of digital marketing, social media intelligence and behavioral consumer analytics, this study aims to investigate a quantitative survey conducted among Indonesian social media users who have been exposed to AI-assisted or AI-generated brand communication. Data was analyzed with PLS-SEM with trust being treated as the inner psychological mechanism and e-WOM as the outer social amplification mechanism transferring AI-enabled marketing to purchase intention and perception of Sustainability. Moving beyond technological adoption, this research on AI marketing highlights customer intelligence, consumer trust construction, online recommendations and responsible digital value creation. In practice, the framework guides firms in designing AI-enabled social media strategies that are persuasive, credible, customer- and sustainability-oriented.
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