How AI is Transforming Social Media

“Will AI Suck the Humanity Out of Social Media?” was a headline I recently read whilst perusing the latest ‘Social Media Today’ newsletter.  

Mark Zuckerberg recently shared insights into Meta’s long-term vision, and at first glance, the outlook appears daunting, especially for content creators. 

He said: “Every part of what we do is going to get changed in some way [by AI]… [Feeds were] already friend content, and now it’s largely creators. In the future, a lot of it is going to be AI generated.” 

This, combined with the growing number of headlines about AI’s expanding role in social media, can evoke a sense of unease about what the future might hold. The implications of AI’s integration into social media platforms are vast and multifaceted, impacting not just content creation but also how we interact and consume information, which of course includes misinformation and disinformation. 

 

What are some of the impacts of AI integration into social media?  

One significant impact of AI on social media is the shift in content production. AI tools are increasingly being used to generate text, images and videos, raising concerns about authenticity.  

As writers and social media pros, we can spot unedited AI-generated social media copy. Telltale signs such as two-star emojis either side of a bold first statement, and any mention of a rocket emoji are the first indicators that AI has been used. The tone, structure and word choice of AI generated posts also stand out. 

As AI-generated content becomes more prevalent, we have already seen the line between what is real and what is artificial blurring, potentially undermining trust in online media. 

AI algorithms are becoming more advanced in personalising content feeds, which can have both positive and negative effects. On one hand, these algorithms can help users discover content that is highly relevant to their interests. On the other hand, they may also contribute to users being exposed primarily to information that reinforces their existing beliefs, limiting exposure to different perspectives.   

We have seen this in real time, with social media being blamed for heightening anger and violence in the recent riots, primarily due to the spread of misinformation. Sharing inflammatory and incorrect information can quickly go viral, whilst also predominately reaching users who engage with content of this kind. The potential for harm here is very clear. 

 

How are social media platforms addressing these changes? 

AI continues to make headlines and as platforms adapt to its emergence, we’re navigating these changes alongside them, so it’s natural to feel uneasy about how quickly our favourite platforms are evolving.  

However, it also means that there will be changes to protect us from some of the dangers of AI in social media. For example, TikTok has implemented ‘Content Credentials technology’, meaning the app automatically labels content as ‘AI-generated’ if it was created with TikTok AI effects. The app also requires creators to label realistic AI-generated content, which can be done with hashtags or the new built-in ‘label’ on TikTok. 

Steps like these are crucial whilst we continue to adapt to the evolving digital environment, helping to ensure that while AI plays a growing role, the authenticity and humanity of social media are preserved. 

 

Confidence in the integration of AI into social media  

AI will, and already has, significantly increased content creation efficiency. Routine tasks for people like us, such as drafting social media copy, can be time-consuming and costly to a client. We can use AI to create different versions of a post, adjust its tone, its length or simply create more versions to consider – all with a well-written prompt and careful consideration of what information we are sharing in the AI platform. By using AI, we can significantly reduce time spent on repetitive tasks, allowing us to focus our time on other areas that add even more value for our clients.  

Additionally, AI tools are becoming increasingly accessible, allowing users to leverage these without needing a technical background, or spending a lot of money. But it’s important to know how to use them efficiently, safely and ethically, or you may get caught out.  

As we navigate this new era, it’s essential to strike a balance; embracing AI’s capabilities to enhance our social media experience, while ensuring the human editor remains central to the task.  The future of social media will likely be a blend of AI-driven change and the authentic connections that have always made these platforms so popular, all wrapped in the ethics of using these tools in a way that respects the vulnerabilities of this technology. 

 

At Black Vanilla, we can craft and tailor organic content that integrates AI while keeping the human touch.  

 

Find out more and read our AI principles here: https://black-vanilla.gg/wp-content/uploads/2024/01/Black-Vanillas-Responsible-AI-Principles.pdf