Artificial intelligence is an exciting tool, but it has certain risks and limitations. Most people will have most of their encounters with artificial intelligence on social media platforms. While many of these tools are for their benefit, social media users should still be aware of the potential dangers of this technology.
Use cases of AI in social media
Few fields have seen artificial intelligence employed for as long and successfully as social media. Some of the most prominent use cases of AI in social media include:
- Improved analytics: Perhaps the most prominent and exciting use case for AI in social media is its ability to provide enhanced insight through data analytics, which is particularly useful for businesses using social media for marketing and advertising. AI processing helps businesses better understand trends and performances, allowing them to adjust their strategies to ensure maximum effectiveness and return on investment.
- Creation of social content: Social media users can use generative AI models to create social media content, including images, captions, video scripts, and post copy. This can allow people to manage their social media pages much more efficiently, substantially reducing the time it takes to produce content. AI can also be used for content testing to project which version of a post may do better with the intended audience.
- Chatbots: Some businesses have also successfully integrated AI-powered chatbots with their social media profiles. A company can set up a chatbot that will reply automatically to customer inquiries sent via direct message. This can be a great way to streamline customer support interactions or even create a lead-gen pipeline for interested customers to purchase on e-commerce platforms.
- The “algorithm” (i.e., personalized content): On the dark side of artificial intelligence in social media is the algorithm that customizes content to the user’s interests. By analyzing data on what users watch and engage with, social media platforms show users content and advertisements that match their interests on their “for you” page. Although the goal of this is to improve the user experience, many have criticized the “Big Brother”-like implications of these capabilities.
The dangers of AI in social media
Of course, one of the main criticisms of integrating AI into social media is the privacy issues it causes. Because artificial intelligence is, at its core, a data analysis tool, these models collect and store immense amounts of data — often including personally identifiable information. In the past, platforms’ tendency to mishandle data security led to data breaches that exposed users’ information. As AI requires even more data to be collected from users, many hesitate to give platforms these permissions.
Artificial intelligence in social media also has the dangerous potential to create online echo chambers. Because users are presented with content tailored to individual preferences, they could be exposed only to information that aligns with their existing beliefs. This can foster polarization and limit users’ exposure to diverse perspectives, creating echo chambers and filter bubbles.
Similarly, AI often suffers from an inherent bias. Because artificial intelligence models depend entirely on pre-existing data, any biases or prejudices in the data used to train it will be reflected in the model’s output. The result is that artificial intelligence can — however unintentionally — reinforce and perpetuate issues such as social prejudices and discrimination related to race, gender, or other demographic factors. For example, some have criticized social media algorithms for being “anti-Black” due to their tendency to isolate keywords related to Black identity as “inappropriate.”
Finally, wrongdoers have also found methods of using artificial intelligence to spread misinformation and manipulate users. For example, AI deepfake technology can create convincing images that fool users into believing their message is authentic. Automated bots and algorithmic manipulation can also amplify “fake news” and give it a larger platform for unscrupulous social media users who fall victim to the deceit. The threat this can cause to the integrity of public discourse and world democracy is startling.
Addressing the dangers of AI in social media
However, that does not mean artificial intelligence should be avoided in social media. When used responsibly, this technology has incredible benefits for users and the platforms themselves, though this requires social media users to adopt responsible practices regarding these platforms.
For one, social media users must stay informed about these platforms’ use of artificial intelligence technologies. Users should read privacy policies and terms of use carefully to understand how their data is collected, stored, and used. If they are uncomfortable with a platform’s data policies, they should refrain from using said platform.
Furthermore, users should hold social media platforms accountable for any errors they may discover. If a user finds a platform exhibiting signs of bias and prejudice, it is essential to report this to its developers. After all, users typically spend much more time using the platform than the developers themselves.
From the developers’ perspective, social media platforms must ensure they take every step possible to avoid potential bias in their systems. Judicious monitoring is one way to achieve this, but considering the number of users on many platforms, it would be impossible to moderate every user’s activity. Thus, a proactive approach tends to be much more effective. Social media platforms can minimize their chances of accidentally perpetuating bias by using data from a diverse set of sources representative of the breadth of diversity in the platform’s users and having an equally diverse development team.
Artificial intelligence can be a powerful tool for social media users and platforms, but effectively integrating its capabilities requires understanding its potential consequences. By encouraging positive use cases and mitigating the technology’s potential for harm, social media platforms can create an ecosystem where AI can improve the user experience.
Ed Watal is an AI Thought Leader and Technology Investor and the founder of Intellibus.
Social media stock image by metamorworks/Shutterstock
