Reshaping the Online Promotion of Hong Kong Enterprises through Meta AI: A Strategic Framework for Digital Marketing Transformation

The fast-paced incorporation of artificial intelligence into social media ecosystems has radically altered the digital marketing landscape, presenting enterprises with both unprecedented opportunities and challenges, especially for small and medium-sized enterprises (SMEs) functioning in resource-constrained settings. The article explores the strategic use of Meta AI technologies in the transformation of online promotion for Hong Kong enterprises, with an emphasis on the specificities of the Hong Kong market context. Drawing upon the theoretical lenses of the Technology Acceptance Model (TAM), the Task-Technology Fit (TTF) Theory, and the Resource-Based View (RBV) of the firm, this study proposes a holistic framework to understand how Meta AI capabilities, such as generative AI for content creation, Advantage+ automated advertising optimisation, AI-driven audience targeting, conversational commerce via WhatsApp Business API, and dynamic product advertising, can be systematically harnessed to boost marketing effectiveness. The analysis shows that Meta AI is not just an automation tool, but a strategic enabler that democratises access to sophisticated marketing capabilities previously reserved for large, well-funded corporations. The results indicate successful implementation via a “human-machine collaboration†model where AI addresses executional complexity and human strategists administer brand positioning, creative direction and strategic oversight. The article concludes with practical recommendations for Hong Kong enterprises to seize the opportunities of AI-driven transformation of digital marketing, and directions for future research.