Title:
Unveiling the Success Stories of Artificial Intelligence Utilization Among Social Media Managers: An Appreciative Inquiry

Authors:
Jahara S. Lanzaderas, Renzitelo Alf P. Carpio, Philippines

Abstract:

Artificial Intelligence (AI) has become an essential tool for businesses and professionals in creating content, engaging audiences, and supporting strategic decision-making. This study explored the success stories of AI utilization among social media managers in Misamis Occidental, Philippines. The study utilized a qualitative research approach using Appreciative Inquiry design. The data were gathered from sixteen (16) participants who were selected through purposive sampling. In-depth interviews were conducted among the selected participants, and the data were analyzed using Cooperiders’ 4D Model to come up with relevant themes. The findings revealed four major themes that explain successful AI utilization: (1) enhanced productivity and work efficiency; (2) AI-supported creativity and content innovation; (3) improved informed decision-making; and (4) strengthened audience engagement and business growth. The utilization of AI enables professionals to optimize workflows, generate creative outputs, make data-informed decisions, and engage audiences more meaningfully. Thus, the successful utilization of Artificial Intelligence among social media managers enhances productivity, creativity, decision-making, audience engagement, and business growth, making AI a valuable resource for more efficient and competitive social media management practices. It is recommended that AI be utilized responsibly and strategically, alongside continuous skill development and human-AI collaboration, to enhance efficiency, innovation, and meaningful engagement in professional and business contexts.

DOI: https://doi.org/10.51505/IJEBMR.2026.10511