Social Media Hulp, founded in 2011, initially intended to directly manage social media for businesses. However, co-owner Arjan Stroeve notes the company’s direction has shifted. The firm is now focusing on developing artificial intelligence solutions designed to improve how businesses use social media. The new approach aims to make social media marketing more effective and engaging for companies. Details regarding the specific AI technology and its implementation are currently limited. This pivot suggests a response to evolving market needs and the increasing complexity of social media algorithms. The company believes AI can restore a more positive experience for businesses on these platforms.