Social media has transformed from a communication platform into a core channel for product discovery and purchasing, particularly within the food and beverage sector. This research paper investigates how artificial intelligence (AI)-powered technologies influence consumer purchase decisions on social media, focusing on restaurants, packaged food brands, and food delivery services. Drawing on recent industry data and empirical studies, the paper analyzes key AI applications—personalization engine—and their mechanisms in shaping consumer behavior. Findings reveal that AI enhances personalization, reduces decision uncertainty, triggers emotional desire, and aligns offerings with market trends, leading to 15–40% higher sales and engagement. However, challenges including privacy risks and reduced authenticity remain. The study concludes that strategic integration of AI—balanced with human elements and transparency—creates sustainable competitive advantage for food businesses.