ISSN : 2615-537 (online) 245 Jurnal Manajemen Universitas Bung Hatta Vol.18, No. 2, July 2023 ISSN : 1907-6576 (print) ISSN : 2615-5370 (online) Management Department, Faculty of Economics and Business, Universitas Bung Hatta The Effect of Artificial Intelligence Utilizing in Social Media Marketing Yeyen Pratika¹* ¹Management, Universitas Muhammadiyah Malang, Indonesia Abstract The development of Artificial Intelligence (AI) provides many opportunities in the current business structure. AI is used in various industries with different purposes, including creating engagement with their customers. Financial technology (fintech) companies also utilize AI to give product recommendations or targeted ads based on the algorithms which detecting customers’ record. This study intends to investigate whether using AI into social media marketing might increase customers' desire to use goods or services provided by fintech firms. A total of 121 respondents were involved in this study with Structural Equation Modelling (SEM) as the analysis method. The result indicates that performance expectancy, utilitarian motivation, and perceived value co-creation influence the intention to invest. Keywords: artificial intelligence, social media marketing, fintech, investment Received: April, 6 th, 2023 Revised: June, 18 th , 2023 Accepted: July, 3 rd ,2023 *Corresponding author: yeyenpratika@umm.ac.id Introduction In recent years, the development of Artificial Intelligence is very rapid due to its high usage in various industries. The presence of AI provides an easiness to manage big data for companies, so that it can be used to produce better information needed in order to develop their business (Perez-Vega, Kaartemo, Lages, Borghei Razavi, & Männistö, 2020). The use of AI has indirectly driven rapid progress for retail companies, especially in utilizing existing data to make sales prediction, strategic decisions, visual appearances of products and customers engagement (Dodds, Monroe, & Grewal, 1991). The use of AI is also very important in marketing areas. In business practice, marketing has implemented AI, such as robots to greet and serve consumers, data analysis to offer price adjustment and prediction, recommendation systems to personalize product and promotions, language processing to drive consumer engagement, optimize experiences, and identify sentiment analysis (M. H. Huang & Rust, 2021). Therefore, research on the use of AI to social media marketing is required to determine the variables that affect customer behavior patterns so that businesses may develop suitable marketing plans. Data about consumers can be a very useful source of information when creating marketing plans, since it is well known that AI differs from human intelligence because it is based on quick data processing. In AI, intelligence can be broadly defined as the ability to process and transform data into information to produce information about goal-directed behavior (Paschen, Wilson, & Ferreira, 2020). Furthermore, AI is a branch of science that helps machines find solutions to complex problems in a more human-like manner (Dumitriu & Popescu, 2020). In the financial sector, AI can be used in predicting stock prices, sales, and market segmentation problems (Tiwari, Srivastava, & Gera, 2020). Thus, AI is also implemented in financial technology. Various fintech companies, which their business process utilizing application, usually utilize AI to develop their business and increase their users. In many ways, AI is also used to generate marketing strategies through social media. The alternative to traditional information sources is social media (Bank, Yazar, & Sivri,