A B S T R A C TPurpose: To examine the impact of artificial intelligence-assisted social media marketing (AISMM)on the performance of startup businesses of small and medium enterprises (SMEs) in Saudi Arabia. Design/methodology/approach: A survey technique was employed whereby primary and secondary data was collected, analyzed, and interpreted. Participants involved business operators or employees of start-up businesses and SMEs in the Saudi Arabian context. Data were analyzed by using partial least squarestructure equation modeling (PLS-SEM). Findings: AISMM, which exhibits an increasing trend among start-up businesses and SMEs in Saudi Arabia, accounts for an overall increase in the number of customers and customer bases-and an additional tertiary effect of increased profitability. AISMM increases the effective business management and SMEs performance (SMEP). Moreover, effective business management increases the SMEP Originality/value: This study is quite unique as it is investigated that AISMM practices has significant role to enhance SMEP in which effective business management playing a mediating role. Implications: The practitioners can get help from this study to increase the performance by decreasing various problems of marketing by using AISMM.