The present study was conducted with the aim of investigating the impact of artificial intelligence on marketing strategies with the mediation role of social media. The statistical population of this study includes all employees of the Cultural Heritage of Khuzestan, numbering 230. The sampling method of the present study is simple random. According to the Morgan table, the case study sample is 140 people. In this study, the questionnaire of Kwabna et al. (2022), Jan et al. (2024) and Itani et al. (2022) was used to collect data and information in order to meet the research objectives. Descriptive statistics were used in the analysis of research data. The normality of the distribution of the statistical population in this study was calculated by computational and graphical tests, including Kolmogorov-Smirnov. Since there were several independent variables in this study whose effect on the dependent variable had to be examined, it was necessary to use the structural equation model. In order to examine the correctness and incorrectness of the research model and perform statistical calculations, various software such as Amos and SPSS were used, and the research model and its components were examined and analyzed. Structural equations are one of the advanced statistical techniques that help researchers model complex relationships between variables. This method is a combination of regression analysis and factor analysis that can simultaneously evaluate cause-and-effect relationships and model latent structures (unobservable or conceptual variables). Structural equations are usually used when the researcher wants to examine several relationships between variables simultaneously. The results indicate that artificial intelligence has a significant impact on marketing strategies with the mediating role of social media. The overall results of the study show that artificial intelligence and social media have a strong and significant role in improving and directing the marketing strategies of tourism service companies in Khuzestan province. The findings indicate that the use of AI technologies can not only help diversify and enhance marketing methods, but also strengthen social media presence and activity. It also became clear that social media itself has an impact on marketing strategies as an independent factor, and at the same time, their mediation can strengthen the relationship between AI and marketing strategies. This indicates that the simultaneous use of AI and social media provides new opportunities for tourism companies to better understand customer behavior, provide more personalized experiences, and ultimately create a sustainable competitive advantage. The alignment of the results with previous research also adds to the validity of the present findings and shows that the tourism industry's path towards digitalization and intelligence is inevitable.