Implementation of AI Persona Accounts in Social Media Content Strategies to Support Brand Awareness

M Chaidar Ali; Muhammad Saddam Sofyandi

doi:10.55927/ijsmr.v4i8.139

Authors

M Chaidar Ali Universitas Islam Indonesia
Muhammad Saddam Sofyandi Universitas Islam Indonesia

DOI:

https://doi.org/10.55927/ijsmr.v4i8.139

Keywords:

AI persona, content strategy, social media, brand awareness, Brand Personality

Abstract

This study aims to analyze the process of designing, implementing, and managing artificial intelligence (AI)-based persona accounts in PT Sumur Creative's social media content strategy. The research uses a descriptive qualitative approach with a case study design. The results show that AI personas are designed through target audience identification, character identity preparation, character bible, moodboard, content pillar, tone of voice, and visual guidelines. The implementation was carried out through five Instagram accounts that produced 62 feed content. Research concludes that AI personas have the potential to be a personification of brand personality and a means of storytelling, but their effectiveness requires detailed guidelines, documented production workflows, clear persona–brand relationships, diversification of content formats, and long-term evaluation.

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