IMPACT OF AI AND AUTOMATION ON MOBILE GROWTH THROUGH INSTAGRAM

Abstract

Artificial Intelligence (AI) and automation have emerged as key technological drivers transforming social media platforms. Instagram, being a mobile-first application, extensively uses AI for personalised content delivery, intelligent recommendations, and automated communication to enhance user engagement and platform growth. The present study analyses the impact of AI and automation on Instagram’s mobile growth from the users’ perspective. The research adopts a descriptive design and is based on primary data collected from 150 active Instagram users through a structured questionnaire. The findings reveal that AI significantly increases user engagement, time spent on the platform, and content interaction, while automation improves efficiency by reducing manual effort and response time. The study also identifies short-form video content and AI-based recommendations as the major growth drivers. The research fills the gap in existing literature by providing a user-centric and platform-specific analysis of Instagram’s mobile growth.