World Social Marketing Conference 2025

This presentation explores insights from naturally occurring online discourse regarding the use of AI tools in weight loss interventions, focusing on healthy eating and exercise behaviors. By analysing organic digital conversations, the study captures rich, contextual data and reveals nuanced public perceptions often missed by traditional surveys. It highlights both the benefits and persistent challenges associated with AI integration. The findings offer guidance for social marketers on effectively leveraging AI to design more impactful interventions in an increasingly digital landscape.