L'artificial intelligence has redefined the way we live and interact on Social media. It's not just about new tools, but about aa structural transformation which changed the dynamics of use, sharing and content creation. A real revolution that affects the user experience e redefines marketing strategies. Factors which, in a chain reaction, bring about aevolution of advertising creating new paradigms of advertising narrative is they directly influence the language and the collective imagination.
Then a AI in social media It concretely suggests personalized content, automatically moderates, creates interactions, content, and analyzes in detail the digital behavior of millions of users thanks to the ever-improving capabilities of natural language processing and big data analysis.
This, as we now know all too well, raises complicated questions about web regulation and privacy.
Content index
AI is integrated into social media algorithms
- social media algorithms Today they are increasingly based on artificial intelligence. Through technologies of machine learning algorithm , these platforms analyze every user interaction, such as “likes”, comments and viewing times. In this way, you can build custom feeds.
However, This customization is not without risks. Therefore the web security should adapt to protect users and the value of the digital environment offered by social media. The creation of "filter bubbles" can in fact limit exposure to differing opinions and information, contributing to the polarization of ideas. According to a further information on La Repubblica, these dynamics have played a significant role in strengthening political and social divisions in recent global events.
Furthermore, Algorithm transparency is often a sticking point. Platforms don't always explain how content is chosen, leaving users in the dark about the underlying mechanisms. Meta has said it wants to improve this transparency, but following theElimination of fact-checking of third parties in the United States leaves us seriously perplexed about this will.
Creating and Moderating Social Media Content with AI
In addition to suggesting them, AI creates content and manages them. Advanced tools, such as the generative artificial intelligence models, allow to develop images, videos and texts high quality automatically. Meta, for example, has started to introduce virtual avatars capable of interacting with users in a realistic way, enriching online experiences. However, these developments raise questions about theauthenticity of content and the value of human interactions.
In parallel, AI has become a content moderator. Platforms like Instagram and TikTok use advanced systems to identify and remove offensive posts, spam or fake news, monitoring billions of data points every day.
Come reported by Il Sole 24 Ore , theoretically this automation should improve safety in an impartial manner and by reducing the human workload… but it is not free from errors, on the contrary. Systems are not without biases and can easily misinterpret some content, deleting legitimate posts or, conversely, allowing problematic material to circulate.
AI in Social Media Marketing
Thanks to increasing efficiency of AI in analyzing and interpreting a surprising amount of personal data, companies (but also freelancers) can better understand way their public and optimize the advertising campaigns. The platforms of social media then analyze interests, behaviors and interactions to target ads with unprecedented precision. And remember that through your social profile you can access apps and other external digital services.
This hyper-personalization also raises concerns. And here we return to the famous and critical bias, which carry the AI misinterprets personal tendencies by labeling people in an aseptic, generic manner, applying racial and gender discriminatory mechanisms.
The reason is to be found in the errors that can occur in the complicated process of artificial intelligence training.
Then, before we let ourselves be seduced by the advantages offered by these technological solutions, we should inform us thoroughly and pay close attention to what is actually recommended to us. If you're behind the scenes (like us) you must all the more observe in a highly critical manner the fruits of the analyses you take into consideration.
What is at stake, beyond short-term individual gains, is a significant cultural and psychological impact.
Do you want to ensure an inclusive, ethical and honest web or do you want to rot the brain of your users?
Data Privacy and Security Matters: What Can You Do to Avoid the Worst Risks?
E Here we come to the vulnerable heart of the matter: the adoption of artificial intelligence in social media, although on paper it seems to guarantee advantages in terms of optimization, personalization, efficiency and saving of time and energy, involves a massive collection of personal data. A full-scale collection that increasingly centralizes the web, seriously risking to compromise our Freedom of expression, our privacy, our security and therefore neutralize the aforementioned advantages. Neutralize them, obviously, in a subtle way… because on the surface there remains the time saving, there remains an apparent efficiency, but what is the price? And, above all, current regulations such as the GDPR and the Digital Services Act, they can keep up?
The responses so far are far from encouraging. What we can do, for now, is trying to expose ourselves as little as possible and inform us to take all the necessary precautions. In this way we will be able to observe the dynamics with a critical and attentive eye, avoiding being compromised. Beyond the risks and concerns, however, the fact remains that no one forces us to stay on social media, to accept the first suggestions that are proposed to us and to give out our data left and right without even reading the terms and conditions or set the transfer of this or that branch of data. In fact, almost always, it is possible to decide to provide only some categories of data, only to some companies.
So, as always, knowledge remains the best tool we have at our disposal.