CHAPTER-III

EMERGENCE OF ARTIFICIAL INTELLIGENCE IN SOCIAL MEDIA

PLATFORMS AND INSTANCE OF PRIVACY BREACH

Information technology (IT) advancements have made the demands, difficulties, and
workings of society around us more apparent1. Despite this, they have also combined these
aspects into streamlined, logical methods that are easy for anyone to use2. Information
transparency refers to an organization's readiness to offer users services and organizational data.
There is evidence to support a positive correlation between information transparency and
disengagement. As a result, information transparency may be a useful tool for maintaining trust
and participation online3. Likewise, information openness regarding user privacy could be
employed as a privacy assurance technique given the numerous privacy concerns regarding
online activity4. Giving users access to information about their privacy voluntarily may therefore
guarantee privacy5.

Information and knowledge are the new Blood of the twenty-first century, containing
important knowledge, insights, and potential, and they are now a necessary component of all
data-driven organisms6. Information can be collected from data to create a variety of smart

1
Sasvari, Peter. (2012). The Effects of Technology and Innovation on Society. Bahria University Journal of
Information & Communication Technology. 5. 1-10.
2
Mohd Javaid, Abid Haleem, Ravi Pratap Singh, Rajiv Suman,Substantial capabilities of robotics in enhancing
industry 4.0 implementation,CognitiveRobotics,Volume1,2021,Pages 58-75,ISSN 2667-
2413,https://doi.org/10.1016/j.cogr.2021.06.001
3
Hofmann, Y.E., Sttrobel, M. Transparency goes a long way: information transparency and its effect on job
satisfaction and turnover intentions of the professoriate. J Bus Econ90, 713-732(2020).
https://doi.org/10.1007/s11573-020-00984-0
4
Kumar, Senthil & Kandasamy, Saravanakumar& K, Deepa. (2016). On Privacy and Security in Social Media –
A Comprehensive Study. Procedia Computer Science. 78. 114-119. 10.1016/j.procs.2016.02.019.
5
Pelteret, Marc &Ophoff, Jacques. (2016). A Review of Information Privacy and Its Importance to Consumers
and Organizations. Informing Science The International Journal of an Emerging Transdiscipline. 19. 277-301.
10.28945/3573.
6
Yamin. M, Information technologies of 21st century and their impact on the society. Int. j.tecnol.11,759-
766(2019.https://doi.org/10.1007/S41870-019-00355-1
applications in several areas, including education7, healthcare8, construction9, investment
modeling10, cybersecurity11, law enforcement12, and marketing13.As a result, there is an urgent
demand for advanced DBMS that can easily and effectively retrieve relevant patterns from
data14.Big data describes extraordinarily large data sets with more complex and varied structures.
These characteristics frequently make it more difficult to store data, conduct analyses, use
additional techniques, or extract results15. The act of analyzing vast amounts of complex data to
find hidden correlations or buried patterns is known as "big data analytics.16" But there is a
glaring contradiction between the increased use of big data and the security and privacy it
offers17.
Variety refers to the different characteristics of the data. Several tactics have been developed
in recent years to protect the privacy of big data18. The phases of the big data life cycle—data
generation, storage, and processingcan be used to group these techniques19. Access limitations
and data falsification methods are used to protect privacy throughout the data creation

7
Hamidi, Farideh&Meshkat, Maryam &Rezaee, Maryam & Jafari, Mehdi. (2011). Information Technology in
Education. Procedia CS. 3. 369-373. 10.1016/j.procs.2010.12.062.
8
Hemmat, Morteza&Ayatollahi, Haleh&maleki, mohammad&Saghafi, Fatemeh. (2017). Future Research in
Health Information Technology: A Review. Perspectives in Health Information Management. 1-19.
9
Al-Qazzaz, Ihab. (2010). Information Technology in Construction.
10
Cline, Melinda &Guynes, Carl & Reilly, Ralph. (2013). Information Technology Investment. Review of
Business Information Systems (RBIS). 13. 10.19030/rbis.v13i3.7663.
11
Sheth, Mrs& Bhosale, Sachin&Kurupkar, Mr& Prof, Asst. (2021). Research Paper on Cyber Security. 2021.
12
Yavorsky, M.А. (2021). Information Technologies In Law Enforcement: Overview Of Implements And
Opportunities. 1398-1405. 10.15405/epsbs.2021.04.02.166.
13
Poornima, G & M., Dr. (2019). Information Technology in Marketing and Its Role in Business. 6.
14
Keogh, Eamonn &Lonardi, Stefano & Chiu, Bill. (2002). Finding surprising patterns in a time series database
in linear time and space. 550. 10.1145/775107.775128.
15
De Mauro, Andrea & Greco, Marco & Grimaldi, Michele. (2016). A formal definition of Big Data based on
its essential features. Library Review. 65. 122-135. 10.1108/LR-06-2015-0061.
16
Lavasani, Mitra &Raeisi, Nahid &Sotudeh-Gharebagh, Rahmat&Zarghami, Reza &Abonyi, János&Mostoufi,
Navid. (2021). Big data analytics opportunities for applications in process engineering. Reviews in Chemical
Engineering. 10.1515/revce-2020-0054.
17
Jain, P., Gyanchandani, M. &Khare, N. Big data privacy: a technological perspective and review. J Big
Data 3, 25 (2016). https://doi.org/10.1186/s40537-016-0059-y
18
Ram Mohan Rao, P., Murali Krishna, S. & Siva Kumar, A.P. Privacy preservation techniques in big data
analytics: a survey. J Big Data 5, 33 (2018). https://doi.org/10.1186/s40537-018-0141-8
19
El Arass, Mohammed &Souissi, Nissrine. (2018). Data Lifecycle: From Big Data to Smart Data.
phase20.The methods used to preserve privacy during the data storage phase are primarily based
on encryption techniques21. Additionally, compositeclouds are used, with delicate data being
managed on confidential clouds, to protect sensitive data22.
Furthermore, the subject of machine learning (ML), which sits at the canter of artificial
intelligence (AI), is still developing at an alarming pace23. The development of novel learning
algorithms conceptually and the continual increase in the accessibility of enormous amounts of
data and affordable computation have both encouraged recent advancements in machine
learning24. In various fields of science, technology, and industry, such as medicare25, medicine26,
development27, academics28, investment29modeling, governing laws30, and digital marketing31,

20
Sivan, Sabitha& M S, Rajasree. (2017). Access Control Based Privacy Preserving Secure Data Sharing with
Hidden Access Policies in Cloud. Journal of Systems Architecture. 75. 10.1016/j.sysarc.2017.03.002.
21
Agarkhed, Jayashree &Ramegowda, Ashalatha& Patil, Siddarama. (2018). An efficient privacy preserving
cryptographic approach in cloud computing. ICFNDS '18: Proceedings of the 2nd International Conference on
Future Networks and Distributed Systems. 1-10. 10.1145/3231053.3231095.
22
Han, Nguyen & Han, Longzhe& Tuan, Dao & In, Hoh & Jo, Minho. (2014). A scheme for data confidentiality
in Cloud-assisted Wireless Body Area Networks. Information Sciences. 284. 157-166.
10.1016/j.ins.2014.03.126.
23
B., Marizel&Salenga, Ma. Louella. (2018). Bitter Melon Crop Yield Prediction using Machine Learning
Algorithm. International Journal of Advanced Computer Science and Applications. 9.
10.14569/IJACSA.2018.090301.
24
Anirbid Sircar, Kriti Yadav, Kamakshi Rayavarapu, Namrata Bist, HemangiOza,Application of machine
learning and artificial intelligence in oil and gas industry,Petroleum Research,Volume6,Issue4,2021,Pages 379-
391,ISSN 2096-2495,https://doi.org/10.1016/ j.ptlrs. 2021.05.009.
25
Callahan, Alison & Shah, Nigam. (2017). Machine Learning in Healthcare. 10.1016/B978-0-12-809523-
2.00019-4.
26
Deo, Rahul. (2015). Machine Learning in Medicine. Circulation. 132. 1920-1930.
10.1161/CIRCULATIONAHA.115.001593.
27
Jin, Wei. (2020). Research on Machine Learning and Its Algorithms and Development. Journal of Physics:
Conference Series. 1544. 012003. 10.1088/1742-6596/1544/1/012003.
28
Jagwani, Anjali & Aloysius, St. (2019). A review of machine learning in education.
29
Burchi, Alberto & Bamford, Jason. (2020). Machine learning in investment strategies. Stock price prediction
through Support Vector Machines.
30
Pi, Yulu. (2021). Machine learning in Governments: Benefits, Challenges and Future Directions. JeDEM -
eJournal of eDemocracy and Open Government. 13. 203-219. 10.29379 /jedem. v13i1.625.
31
Lahbabi, Youssef & Raki, Samira & Lamrani, Houda & Dehbi, Sara. (2022). Machine learning in digital
marketing.
the adoption of ML-based methodologies is encouraging more evidence-based decision-
making32.

This chapter focuses on the legal and human rights concerns surrounding artificial
intelligence (AI) that are currently under controversy and debate, how they are being addressed,
any gaps and difficulties, and how these issues affect basic human rights principles. These
concerns range history of computing to the development of computing machines, from
automated acceptance to cyber security flaws, disparity, concerns of legal personhood, concerns
about intellectual property, and concerns about privacy and data protection.

3.1 History of Computing

Humans have employed a variety of gadgets to help with calculating and counting for
thousands of years. To count their things firstly, individuals used their fingers as a sort of
"calculator." But fingers were deemed to be insufficient to calculate for many factors. Then the
man began counting with sticks or pebbles33. These were the first tools used to inventory and
tally possessions. However, counting was deemed insufficient because the data regarding the
items being tallied needed to be saved for use in the future. Men utilized record-keeping tools
like clay cones or shapers to depict likely live stocks or grain. Addition and subtraction were also
crucial when conducting business, in addition to number counting. Therefore, the system needed
to be able to perform these calculations. Simple types of tools could be used to accomplish
addition and subtraction operations, but more complex computations required more sophisticated
tools34.
Both basic and complex math tasks were completed using an abacus35. The first mechanical
calculator was created by Frenchman Blaise Pascal36 in 1642. Pascal's innovation was improved

32
Miklosik, Andrej &Kuchta, Martin & Evans, Nina &Žák, Štefan. (2019). Towards the Adoption of Machine
Learning-Based Analytical Tools in Digital Marketing. IEEE Access. PP. 1-1.
10.1109/ACCESS.2019.2924425.
33
Cogliati, Joshua & Ougouag, Abderrafi. (2006). Pebbles: a computer code for modeling packing, flow and re
circulation of pebbles in a pebble bed reactor.
34
Aggarwal, Madhu & Bal, Satinder. (2020). Tools of ict for learning and teaching mathematics. Journal of
mechanics of continua and mathematical sciences. 15. 1-12. 10.26782/ jmcms.2020.04.00001.
35
Wang, Chunjie &Geng, Fengji& Yao, Yuan & Weng, Jian & Hu, Yuzheng& Chen, Feiyan. (2015). Abacus
Training Affects Math and Task Switching Abilities and Modulates Their Relationships in Chinese Children.
PLOS ONE. 10. e0139930. 10.1371/journal.pone.0139930.
upon around 30 years later by the German mathematician Leibniz, who created a device that
could add, subtract, multiply, divide, and extract roots37. However, no one knew how to create
such complex machinery. A variety of boards and tables have been developed.
In the United States, data processing was still done with pencils, pens, and rulers in the
1880s. Although the number of records was growing quickly, the processing was erroneous
because it was done by hand. By this time, machinery for electro-magnetically punched cards
had been developed38. To operate his mechanical looms, a French weaver by the name of J.M.
Jacquard 39created them in 1801. However, the USA started using these cards due to the Census
count issue. A statistician named Hollerith created the "census machine," a gadget based on his
machine-readable card idea40.
3.2 Computing Machine Development
Hollerith modified this machinery for commercial use around 1890 and established a method
for tracking freight41. He also established the business to produce and market his innovation.
Later, after being combined with other businesses, it became called the "International Business
Machines (IBM) Corporation42." The punched card reading was based on a straightforward
concept: input data were initially captured by punching holes in cards in a coded form. Following
that, these cards were put into the electromechanical equipment that carried out the processing
stages.This approach outperformed the manual method in terms of speed and accuracy. 50 years
before Hollerith, the "analytical engine" was proposed by Charles Babbage, a Lucasian Professor
of Mathematics at Cambridge University in England43. He received assistance from Lady

36
Laarfi, Ahmed &Këpuska, Veton. (2022). Ahmed Laarfi, Framework for reasoning with speech processing
services for science and education united kingdom.
37
Morar, Florin-Stefan. (2014). Reinventing machines: The transmission history of the Leibniz calculator. The
British Journal for the History of Science. 48. 1-24. 10.1017/S0007087414000429.
38
Heide, Lars. (2009). Punched - Card Systems and the Early Information Explosion, 1880–1945. Punched-Card
Systems and the Early Information Explosion, 1880-1945. 1-369.
39
Anderson, Janet. (2007). Joseph Marie Jacquard: Inventor of the Jacquard Loom. IEEE Annals of The History
of Computing - ANNALS. 29. 10.1109/MAHC.2007.4343549.
40
O'Regan, Gerard. (2018). Hollerith’s Tabulating Machines and the Birth of IBM: A Compendium of Select,
Pivotal Inventions. 10.1007/978-3-030-02619-6_31.
41
Lubar, Steven. (2014). lubar article on punchcards.
42
Stebenne, David. (2005). IBM's "New Deal": Employment Policies of the International Business Machines
Corporation, 1933-1956. Journal of The Historical Society. 5. 47-77. 10.1111/j.1529-921X.2005.00119.x.
43
Green, Christopher. (2005). Was Babbage's Analytical Engine Intended to Be a Mechanical Model of the
Mind?. History of Psychology - Hist psychol. 8. 35-45. 10.1037/1093-4510.8.1.35.
 Augusta Ada Lovelace in his endeavors After Babbage's passing, the development of the
computer was put on hold until 1937.Howard Aiken, a Harvard professor, attempted to create a
computer in 1937 with the aid of his students and using Hollerith's punched card methods44. In
1944, the project was completed. The entire system was referred to as the Mark I digital
computer45. Mechanical arithmetic counters and electromagnetic relays were used to
autonomously control internal activities. Construction on the first electronic computer was
started by John Atanasoff and his graduate assistant46.Both storing and arithmetic-logic
operations were performed using vacuum tubes47. This system was known as the ABC-
Atanasoff-Berry Computer48. A graduate engineering student at Moore School named Presper
Eckeret, Jr., collaborated with Mauchly to create the first electronic general-purpose computer,
known as ENICAC. It was 300 times faster than any other gadget at the time because it could
multiply data at a rate of 300 times per second49.
In a study published in the middle of the 1940s, John von Newmann proposed using the
binary numbering system to create computers and storing both the computer instructions and the
data being processed internally50. These adjustments were made to EDVAC after several years,
not immediately in ENIAC. UNIVAC-151 started running at the Census Bureau in 1951. The
promise of computers was not fully realized. The term "computer" refers to a person or
something that "computes," or counts.
In 1959, the second generation of computers made its debut. They had more computational
power and were built faster and smaller. Systems of the second generation were specialized
because they could handle applications that were either scientific or not. The system/360 line of

44
Zakari, Ishaq& Yar, Umaru. (2019). History of computer and its generations..
45
O'Regan, Gerard. (2018). Harvard Mark 1 Computer: A Compendium of Select, Pivotal Inventions.
10.1007/978-3-030-02619-6_30.
46
Boyanov, Kiril. (2003). John Vincent Atanasoff: the inventor of the first electronic digital computing.
10.1145/973620.973621.
47
Jacobo, Adrian &Gomila, Damià&Matías, Manuel & Colet, P.. (2012). Logical operations with Localized
Structures. New Journal of Physics - New J Phys. 14. 10.1088/1367-2630/14/1/013040.
48
Burks, Arthur & Burks, Alice. (2003). Atanasoff-Berry computer. 108-109.
49
Eckstein, Peter. (1996). J. Presper Eckert. Annals of the History of Computing, IEEE. 18. 25-44.
10.1109/85.476559.
50
Lande, Daniel. (2014). Development of the Binary Number System and the Foundations of Computer Science.
Mathematics Enthusiast. 11. 513-540. 10.54870/1551-3440.1315.
51
Koss, A.. (2003). Programming on the Univac. 1. A woman's account. Annals of the History of Computing,
IEEE. 25. 48 - 59. 10.1109/MAHC.2003.1179879.
mainframe computers, which IBM created in 1964, represented the Third Generation of
computing52. Early 1960s computers were mainframes, created to house all of an organization's
processing capacity in a single location. But not everyone could afford the huge systems. There
was a need for inexpensive, basic computers to fill the voids left by larger ones. The Digital
Equipment Corporation created and manufactured the first minicomputers in 1965. (DEC)53.
A single microprocessor was used in the 1970s by a large number of amateurs, including
Bill Gates54. As the years passed, the price of computers decreased and their processing power
rose. Then came the "internet" era, which started in the 1950s with the invention of the electronic
computer55. Networking using packets was the original idea. Its main goal was to make it
possible to obtain data and research files at distant locations and to transmit data files across vast
distances. As a result, a protocol for internetworking was created, enabling the connection of
numerous independent networks to form a network of networks56. In 1981, ARPANET became
more accessible.On the ARPANET, the internet protocol suite (TCP/IP) was first implemented in
1982 as the default networking protocol57.
The National Science Foundation (NSF)58 provided funding for numerous interconnection
development projects. In the very late 1980s, commercial Internet service providers started to
appear. The ARPANET was shut down in 1990. Tim Berners-Lee, a British computer scientist,
combined protocols and hypertext pages to create a functional system59.After the 1980s, the
World Wide Web60 and the Internet, which assisted with mailing, instant chatting, voice call and

52
Amdahl, Gene &Blaauw, Gerrit & Brooks, Jr, Frederick. (2000). Architecture of the IBM System/360. IBM
Journal of Research and Development. 44. 21-36. 10.1147/rd.82.0087.
53
Magoun, Alexander. (2015). What is a Minicomputer?. IEEE-USA InSight.
http://insight.ieeeusa.org/insight/content/views/175460.
54
Mijwil, Maad. (2018). History of the Computer.
55
Wilkinson, J. (2002). Electronic computing machines and their uses. Journal of Scientific Instruments. 32. 409.
10.1088/0950-7671/32/11/301.
56
Balasubramaniam, Deepa. (2015). Computer Networking: A Survey. International Journal of Trend in
Research and Development,. 2.
57
Bardopoulos, Anne. (2015). ARPANET. 10.1007/978-3-319-15449-7_4.
58
James, Sylvia & Singer, Susan. (2016). From the NSF: The National Science Foundations Investments in
Broadening Participation in Science, Technology, Engineering, and Mathematics Education through Research
and Capacity Building. Cell Biology Education. 15. 10.1187/cbe.16-01-0059.
59
Garg, Pankaj & Scacchi, Walt. (1987). On Designing Intelligent Hypertext Systems for Information
Management in Software Engineering.. 409-432. 10.1145/317426.317455.
60
Algosaibi, Abdulelah&Albahli, Saleh & Melton, Austin. (2015). World Wide Web: A Survey of its
Development and Possible Future Trends.
video calls over the internet, and online shopping sites, had a tremendous impact on culture and
business. It thus continues to change. The development of search engines like Google, Altavista,
Infoseek, and HotBot allowed people to navigate the vast amount of information on any topic
that was then available on the Internet61.
At the Tata Institute of Fundamental Research in India62, computer development began in
1954, and the pilot model general-purpose computer it produced was put into use in 1956. In
1960, the full-scape version was in use. The plant's machinery, as well as satellite tracking and
communication, were all connected to these computers. BARC ordered 12 Trombay Digital
Computers (TDC) in 1969 using domestically developed technology, and Electronics
Corporation of India produced the parts for them in 1971.
With the assistance of a team from IBM, a renowned computer corporation, and TIFR,
software for the computer was created at the Indian Institute of Technology (IIT), Kanpur, which
offered a course in computer engineering. A program was initiated in India to create homegrown
supercomputers and supercomputer technologies63. It might help in the creation of nuclear
weapons. In 1988, the then-Department of Electronics established the Centre for Development of
Advanced Computing (C-DAC), which was led by Dr. Vijay Bhatkar. The first supercomputer,
known as Param64, was created in 1990.

3.3 Security Risks in Various Domains

Information Security: Threats can be anything that has the potential to harm, devastate, or
adversely influence an object or object of interest by taking advantage of a security flaw65.
Software-based attacks include those brought on by Trojan horses, worms, and other malware66.
Malicious software, such as intrusive program code and other objects made specifically to

61
Seymour, Dr. Tom &Frantsvog, Dean & Kumar, Satheesh. (2011). History Of Search Engines. International
Journal of Management & Information Systems (IJMIS). 15. 10.19030/ijmis.v15i4.5799.
62
Palit, Rudrajyoti. (2014). Recent results from digital INGA at BARC-TIFR pelletronlinac facility and future
plans. Pramana. 83. 719-728. 10.1007/s12043-014-0860-0.
63
Pal, Ashish &Malakar, Preeti. (2021). An Integrated Job Monitor, Analyzer and Predictor. 609-617.
10.1109/Cluster48925.2021.00091.
64
Bhattacharjee, Avishek. (2022). PARAM: The First Super Computer of India. 10.5281/zenodo.7017332.
65
Brauch, Hans. (2011). Concepts of Security Threats, Challenges, Vulnerabilities and Risks. 10.1007/978-3-642-
17776-7_2.
66
Karresand, Martin. (2003). Separating Trojan horses, viruses, and worms - a proposed taxonomy of software
weapons. 127 - 134. 10.1109/SMCSIA.2003.1232411.
damage a system, is collectively referred to as malware67.These malicious programs are
commonly used by attackers:

Virus- By connecting viruses to the host computer's software, such as music or films,
they can reproduce themselves and subsequently spread around the Internet68.

Worms- Although worms are naturally self-replicating, they do not attach themselves to
the host computer's software69. If a network is available, they can move easily between
computers, and while they won't cause much damage to the target machine, they may
slow it down by using up hard disc space, for example.

Trojans- Trojans70 frequently offer backdoor access points via which harmful software
or criminal persons can infiltrate your system and steal your sensitive data without your
knowledge or consent. FTP Trojans, Proxy Trojans, Remote Access Trojans, etc. are a
few examples.

Bots- Bots71can be thought of as sophisticated worms. They are automated procedures

created to communicate online without requiring human participation. Either way, they
are possible. One host can be infected with a malicious bots, which will then establish a
connection to the central server and issue commands to all other hosts connected to that
bots net.

Adware-Although adware isn't strictly harmful, it does violate consumers' privacy. They
show advertisements on a computer's desktop or within specific programs. They are
bundled with free software, which serves as the primary source of income for such
creators. They keep track of your preferences and present relevant adverts. Adware can

67
Sawehli, Ali Fathi. (2018). Malicious Software and Security Programming Assignment - MSSP - APU.
10.13140/RG.2.2.17272.60164.
68
Lloyd, Alun & May, Robert. (2001). How Virus Spread Among Computers and People. Science (New York,
N.Y.). 292. 1316-7. 10.1126/science.1061076.
69
Huang, Xin & Zhu, Qing-sheng. (2013). Self-Reproduction of Worms in Asynchronous Cellular Automata.
Journal of Software. 8. 10.4304/jsw.8.7.1699-1706.
70
Acha, Marie Antonette& Bueno, Carl &Pamittan, Engel &Ylaya, Owen. (2016). Digital Warzone: An Analysis
on Behavior Patterns of Trojan Attacks.
71
Collins, Michael & Reiter, Michael. (2007). Hit-List Worm Detection and Bot Identification in Large
Networks Using Protocol Graphs. 276-295. 10.1007/978-3-540-74320-0_15.
 monitor your system activity and potentially damage your computer if malicious code is
embedded inside the software72.

Spyware-It is a program, or perhaps we should say software, that keeps track of your
online activity and divulges the data to someone who might be interested. Most of the
time, viruses, Trojans, and worms release spyware. Once dropped, they set up shop and
keep quiet to stay undetected73.

Ransomware-It is a sort of virus that will either encrypt your files or lock your
computer, rendering it partially or completely unusable. Following that, a screen will
appear requesting payment, or a ransom.

3.4 E-Commerce: E-commerce refers to the online system that facilitates the exchange of
products and services via the Internet. Additionally, it refers to business-to-business exchanges,
such as those between a manufacturer and a supplier or distributor. The services offered by e-
commerce systems must be secure. Customers can, for instance, view bank statements, transmit
money, pay with credit card payments, and more using online banking and brokerage
services.There are numerous dangers, including the leakage of sensitive data, the transfer or
destruction of data, the modification of data, the denial of services, and software inaccuracy74.

3.5 IoT Devices: The vulnerability of an IoT device makes it the most vulnerable to attack.
Before focusing on the underlying software, providers of IoT-based solutions start by solving
this problem. Hardware and software vulnerabilities come in two varieties. A hardware
vulnerability is challenging to find. Repairing the damage is more difficult, though. A backdoor
in an algorithm that was badly developed is the source of the software vulnerability. Intruder
conducts espionage on the targeted user using malicious software and cracking techniques to
access sensitive data on the installed systems. With the aid of automated software, hackers

72
Perwej, Dr. Yusuf & Abbas, Qamar & Dixit, Jai & Akhtar, Nikhat& Jaiswal, Anurag. (2021). A Systematic
Literature Review on the Cyber Security. International Journal of Scientific Research and Management.
Volume 9. Pages 669 - 710. 10.18535/ijsrm/v9i12.ec04.
73
Boldt, Martin & Carlsson, Bengt &Jacobsson, Andreas. (2010). Exploring Spyware Effects.
74
Jain, Vipin & Malviya, Bindoo& Arya, Satyendra. (2021). An Overview of Electronic Commerce (e-
Commerce). Journal of Contemporary Issues in Business and Government. 27. 665-670.
10.47750/cibg.2021.27.03.090.
attempt to guess a user's password. The software makes multiple guesses until it finds the correct
password to grant access75.

3.6 Automated Systems

It is crucial to have the ability to analyze these data intelligently using AI, and more
particularly, ML, and to develop the required automated and intelligent applications. A wide
range of algorithms that produce insightful hypotheses in response to a piece of data is referred
to as ML. These data sets are frequently rather huge and can include millions of individual data
pieces. Machine learning has recently advanced to the point where it can now extract data and
comprehend semantics at a level that resembles that of a human76. At times, it has even
outperformed human experts at identifying abstract patterns77. Various machine learning
algorithms, such as supervised, unsupervised, semi-supervised, and reinforcement learning, are
used in the industry78. Deep learning, which is a member of a larger family of machine learning
algorithms, is also capable of doing a thorough analysis of a big amount of data79Most people
believe that it is impossible to develop a machine-learning model or real-world systems without
data. The following section provides descriptions of various machine-learning approaches:

3.7 Cyber Security and Machine Learning Applications in Cyber Security

3.7.1 Cyber Security

75
Ali, Kurdistan & Askar, Shavan. (2021). Security Issues and Vulnerability of IoT Devices. 5. 101-115.
10.5281/zenodo.4497707
76
Changyu Deng, Xunbi Ji, Colton Rainey, Jianyu Zhang, Wei Lu,Integrating MachineLearning with Human
Knowledge,Science, Volume 23, Issue 11,2020,101656https://doi.org/10.1016/j.isci.2020.101656.
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Del Rosso, Maria Pia & Ullo, Silvia &Sebastianelli, Alessandro & Spiller, Dario & Puglisi, Erika & Di
Martire, Diego &Aparício, Sara & Addabbo, Pia. (2021). Artificial intelligence, machine learning and deep
learning. 10.1049/PBTE098E_ch3.
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Mahesh, Batta. (2019). Machine Learning Algorithms -A Review. 10.21275/ART20203995.
79
Benuwa, Ben & Zhan, Yong & Ghansah, Benjamin &wornyo, Dickson &Banaseka, Frank. (2016). A Review
of Deep Machine Learning. International Journal of Engineering Research in Africa. 24. 124-136.
10.4028/www.scientific.net/JERA.24.124.
 The IT Act of 2000 defines cyber security as the defense against unauthorized access, use,
disclosure, disruption, alteration, or reveal of data, tools, computers, computer resources,
communication devices, or information held there80.It is also referred to as "Information
Technology Security" or "Computer Security." Another way to think about cyber security is as a
collection of rules and procedures that protect us from fraudsters, hackers, and other online
criminals81. It largely focuses on individuals, organizations, and technologies that help decrease
vulnerability, online threats, deterrents, and online attacks and fraud. Cyber security and
cybercrime are closely intertwined. Less cyber security will be in place as more cybercrimes
occur. This can also be stated as: "User cyber security continues to deteriorate as the frequency
of cyber security breaches rises. 82" As a result, as cyber-attacks rise, so do many organizations’
and businesses' fears, especially those handling sensitive data. Since they involve a computer
and a network through the internet, cybercrimes are also known as computer-oriented crimes.
Cybercrime is the term used to describe any criminal activity carried out online or on a
computer, or Smartphone83. In other terms, cybercrime is an illegal activity that makes use of
computers, the internet, or both as a tool or a target.

Following is the various application of machine learning in cyber security:

Antivirus software powered by AI84

Before utilizing any system, installing an antivirus is frequently advised. This is so that antivirus
software may safeguard your machine by examining any newly downloaded files from the
network to see if their signatures resemble any known viruses or malware. However, to stay up
with all the improvements in the new viruses and malware being generated, this conventional

80
Halder, Debarati. (2011). Information Technology Act and Cyber Terrorism: A Critical Review. SSRN
Electronic Journal. 10.2139/ssrn.1964261.
81
Kalakuntla, Rohit &Vanamala, Anvesh&Kolipyaka, Ranjith. (2019). Cyber Security. Holistica. 10. 115-128.
10.2478/hjbpa-2019-0020.
82
Cremer, Frank & Sheehan, Barry &Fortmann, · & Kia, Arash& Mullins, Martin & Murphy, Finbarr &Materne,
Stefan. (2022). Cyber risk and cybersecurity: a systematic review of data availability. Geneva Papers on Risk
and Insurance - Issues and Practice. 47. 10.1057/s41288-022-00266-6.
83
Goni, Osman & Ali, Md. Haidar &Showrov, &Alam, Md & Shameem, Md. (2022). The Basic Concept of
Cyber Crime. 10.5281/zenodo.6499991.
84
Santos, Carlos & Lima, Sidney. (2022). Artificial-intelligence-based antivirus specialized in Citadel
malwarepattern recognition. 10.21203/rs.3.rs-2052263/v1.
antivirus needs to be updated frequently. In this case, machine learning can be quite helpful.
Antivirus software employs machine learning to recognize viruses and malware by their unusual
behavior rather than their signature. This enables it to deal with both common and well-known
threats as well as fresh threats from recently created viruses or malware.

3.7.2 User Behavior Simulation85

Cyber attackers may target a specific business by stealing login information from any of its users
and using that information to forcibly enter the network. Given that the user credentials are real
and that a cyber attack may potentially take place without anyone being aware of it, this is
exceedingly difficult for standard antivirus software to identify. Here, user behavior modeling is
a tool that machine learning algorithms can utilize to help. It is possible to educate the machine
learning system to detect each user's distinctive activities, including their login and logout
routines. The cyber security team will then be informed of any user activity that deviates from
normal behavior by the machine learning system. This will nevertheless help in recognizing
more cyber dangers than conventional tactics, even though there will surely be some natural
fluctuations in user activity patterns.

3.7.3 Combating Artificial Intelligence Threats86

Nowadays, a lot of hackers use machine learning to detect security gaps in systems and
compromise them. Therefore, businesses must embrace machine learning for cyber security as
well as fighting fire with fire. This may potentially become the standard method for guarding
against cyber attacks as people become more tech-savvy. Consider the fatal Not Petya breach,
which utilized Eternal Blue, a vulnerability in Microsoft's Windows operating system. Unless
cyber security software incorporates the same technologies, these attacks may get even worse in
the future with the development of artificial intelligence and machine learning.

3.7.4 Email Surveillance87

85
Zimmermann, Gerhard. (2007). Modeling and simulation of individual user behavior for building
performance predictions. Summer Computer Simulation Conference 2007, SCSC'07, Part of the 2007
Summer Simulation Multi conference, Summer Sim'07. 2. 913-920. 10.1145/1357910.1358052.
86
Soni, Vishal Dineshkumar. “Role Of Artificial Intelligence In Combating Cyber Threats In Banking”. 4. 1-
7.(2019)
 For the purpose of thwarting cyber security threats like phishing, employee official email
accounts must be closely monitored. Phishing attacks can be carried out by sending bogus emails
to employees asking for critical information about their jobs, passwords to the organization’s
banking and credit card information, etc. Cyber security software can be used to prevent these
phishing traps by monitoring the employees' business emails and utilizing machine learning to
detect any symptoms that might signify a cyber security problem. Natural language processing
can also be used to examine emails for any strange words or phrases that would indicate a
phishing attempt.

3.7.5 Artificial Intelligence and Data system security

The development of computer systems that can do tasks that are traditionally performed by
humans is the goal of artificial intelligence. The ability to perceive sight and hearing, learn and
adapt, reason, recognize patterns, and make judgments are some of this intellectual
processes88.ML, prediction modeling, NLP, and robotics89 are just a few of the technologies and
approaches that fall under the general category of "AI."Three things have recently caused the
area of artificial intelligence to advance quickly: better algorithms, more powerful networked
computing, and the capacity to collect and store previously unheard-of amounts of data. Even
though many people are unaware of it, artificial intelligence (AI) technologies are already being
used in many areas of our daily life. The automated voice that answers the phone and welcomes
you or the suggestion of a movie based on your interests are two examples of everyday AI
technology. It's sometimes easy to forget that AI technologies like speech recognition, natural
language processing, and predictive analytics are in use now that these systems have become
ingrained in our daily lives90.

87
Rajiv, Pooshkar& Raj, Rohit & Chandra, Mahesh. (2016). Email Based Remote Access and Surveillance
System for Smart Home Infrastructure. Perspectives in Science. 8. 10.1016/j.pisc.2016.04.104.
88
Pothen, Ashlyn S. (2022). Artificial Intelligence and its Increasing Importance.
89
Mukhamediev, Ravil& Popova, Yelena &Kuchin, Yan & Zaitseva, Elena &Kalimoldayev, Almas
&Symagulov, Adilkhan& Vitaly, Levashenko&Abdoldina, Farida &Gopejenko, Viktors& Yakunin, Kirill
&Muhamedijeva, Elena &Yelis, Marina. (2022). Review of Artificial Intelligence and Machine Learning
Technologies: Classification, Restrictions, Opportunities and Challenges. Mathematics. 10. 2552.
10.3390/math10152552.
90
B, Priya & Nandhini, J. &Thangavel, Gnanasekaran. (2021). An Analysis of the Applications of Natural
Language Processing in Various Sectors. 10.3233/APC210109.
 There are innumerable ways in which AI may make life better for people. Among the
promises made by AI are lower costs and greater effectiveness, considerable improvements in
healthcare and research, improved auto safety, and general convenience91. The benefits of AI,
however, come with several challenges for society and the law. While it's feasible that AI could
challenge conventional notions of privacy, it's also possible that it will help facilitate privacy in
the future92. The expanding usage of AI may need a review of the current level of privacy
protection, but this does not mean that privacy will disappear or lose its significance. The
framework that information privacy offers for selecting how we should responsibly use new
technology is one of the most crucial components of privacy of personal information. AI's long-
term success will depend on addressing privacy concerns and taking technological ethics into
account93. A balance between technological advancement and privacy concerns will promote the
establishment of socially responsible AI that can eventually aid in the creation of public value94.

3.8 Types of Artificial Intelligence: Based on Capability

1. Narrow AI or Weak AI: A fundamental form of artificial intelligence known as weak AI or

narrow AI can carry out specific tasks intelligently. Narrow AI is the current iteration of AI. As
they are only taught one task, narrow AI can only complete that task and cannot go beyond it. It
is set up to perform a certain purpose, such as playing chess or checking the weather, among
others95.

91
Murali, Nivetha& Sivakumaran, Nivethika. (2018). Artificial Intelligence in Healthcare-A Review.
10.13140/RG.2.2.27265.92003.
92
Nadimpalli, Meenakshi. (2017). Artificial Intelligence Risks and Benefits. 6.Gupta, Rajesh &Tanwar, Sudeep
& Al-Turjman, Fadi&Italiya, Prit& Nauman P.hD, Ali &Kim, Sung. (2020). Smart Contract Privacy
Protection Using AI in Cyber-Physical Systems: Tools, Techniques and Challenges. IEEE Access. PP. 1-1.
10.1109/ACCESS.2020.2970576.
93
Siau, Keng& Wang, Weiyu. (2020). Artificial Intelligence (AI) Ethics: Ethics of AI and Ethical AI. Journal of
Database Management. 31. 74-87. 10.4018/JDM.2020040105.
94
Floridi, Luciano & Cowls, Josh &Beltrametti, Monica &Chatila, Raja &Chazerand, Patrice & Dignum,
Virginia &Lütge, Christoph &Madelin, Robert &Pagallo, Ugo & Rossi, Francesca & Schafer, Burkhard &
Valcke, Peggy &Vayena, Effy. (2018). AI4People—An Ethical Framework for a Good AI Society:
Opportunities, Risks, Principles, and Recommendations. Minds and Machines. 28. 10.1007/s11023-018-9482-
5.
95
Paschek, Daniel &Luminosu, Caius. (2017). Automated business process management – in times of digital
transformation using machine learning or artificial intelligence. MATEC Web of Conferences. 121. 04007.
10.1051/matecconf/201712104007.
2. General AI: Machines that exhibit human intellect are known as "Strong" AI, sometimes
known as artificial general intelligence. We can assert that machines with AGI can carry out any
intellectual work that a human is capable of. This is the type of artificial intelligence (AI) that we
see in films like "Her" or other science fiction productions where people interact with conscious,
sentient computers and operating systems that are motivated by emotion and self-awareness.
Currently, this kind of intelligence only appears in studies and fiction. It does not exist in the real
world. However, it is still a highly challenging endeavor and academics from all around the
world are attempting to construct such machines96.

3.Super AI : Super AI is AI that is self-aware and has cognitive capabilities above and beyond
those of humans. At this point, computers can perform any cognitively complex task that humans
are capable of. Super AI is still a theoretical idea and creating such AI-enabled machines is a
difficult challenge97.
There are obstacles for government organizations wanting to use neural networks for
decision-making because of unintended consequences caused by biases and ambiguous
results98.In a lot of the information privacy discourse surrounding AI, the growing power
disparities between the organizations that collect data and the people who provide it have not
been fully addressed. The majority of current models view data as a commodity that can be
exchanged, which does not adequately account for how difficult it is for people to make
judgments about their data when interacting with complex systems. This is especially true when
the system fully comprehends them and has figured out how to modify their preferences through
the ingestion of their data99. Furthermore, a number of the adaptive algorithms used in AI change
so quickly that it is frequently difficult for their creators to properly understand the results they
create. A significant chunk of AI's usefulness comes from its capacity to learn, spot patterns that

96
Hassani, Hossein & Silva, Emmanuel & Unger, Stephane &Tajmazinani, Maedeh&MacFeely, Steve. (2020).
Artificial Intelligence (AI) or Intelligence Augmentation (IA): What Is the Future?. AI. 1. 1211.
10.3390/ai1020008.
97
Olivier, Bert. (2017). Artificial Intelligence (AI) and being human: What is the difference?. Acta Academica.
49. 10.18820/24150479/aa49i1.1.
98
Shrestha, Yash & Ben-Menahem, Shiko & Krogh, Georg. (2019). Organizational Decision-Making Structures
in the Age of Artificial Intelligence. California Management Review. 61. 000812561986225.
10.1177/0008125619862257.
99
Helbing, Dirk &Balietti, Stefano. (2015). How to Do Agent-Based Simulations in the Future: From Modeling
Social Mechanisms to Emergent Phenomena and Interactive Systems Design. Technical Report 11-06-024.
are invisible to the human eye, and make predictions about people and organizations100. Artificial
intelligence (AI) can produce data in a way that would otherwise be difficult to collect or that is
not already available. This suggests that data that goes beyond what a person knowingly
disclosed, in the beginning, is being obtained and used. Among other things, predictive
technologies assert that inferences can be made from seemingly unrelated and harmless pieces of
data101.Modern technologies are already challenging the current duality of personal information,
but AI blurs the lines so much that it is become more difficult to tell what is and is not "personal
information." Because of the increasing prevalence of AI, all data produced by or pertaining to a
human will likely be recognizable in the future. Determining what is or is not covered by privacy
law based on the definition of personal information in this context is unlikely to be technically or
legally viable, and it is also unlikely to be particularly helpful in safeguarding people's privacy5.
Many claims that the focus needs to be changed away from the binary definition of personal
information if a privacy regulation is to continue protecting people's information privacy in an
AI setting102.

3.9 Transformational Influence of Artificial Intelligence on Digital Marketing

Artificial intelligence in marketing makes use of technology to enhance client experiences

beginning with the first point of contact and continuing through the sale and beyond. AI
technology also improves the return on investment of marketing efforts by assisting in the

100
Krenn, Mario &Buffoni, Lorenzo & Coutinho, Bruno &Eppel, Sagi& Foster, Jacob &Gritsevskiy, Andrew &
Lee, Harlin & Lu, Yichao&Moutinho, Joao &Sanjabi, Nima&Sonthalia, Rishi & Tran, Ngoc & Valente,
Francisco &Xie, Yangxinyu& Yu, Rose & Kopp, Michael. (2022). Predicting the Future of AI with AI: High-
quality link prediction in an exponentially growing knowledge network.
101
Brundage, Miles &Avin, Shahar & Clark, Jack & Toner, Helen & Eckersley, Peter & Garfinkel, Ben & Dafoe,
Allan &Scharre, Paul &Zeitzoff, Thomas & Filar, Bobby & Anderson, Hyrum &Roff, Heather & Allen,
Gregory & Steinhardt, Jacob & Flynn, Carrick &hÉigeartaigh, Seán & Beard, Simon & Belfield, Haydn &
Farquhar, Sebastian &Amodei, Dario. (2018). The Malicious Use of Artificial Intelligence: Forecasting,
Prevention, and Mitigation.
102
Adamopoulou, Eleni &Moussiades, Lefteris. (2020). Chatbots: History, technology, and applications. Machine
Learning with Applications. 2. 10.1016/j.mlwa.2020.100006.
optimization of consumer-focused business strategies using machine learning, big data analytics,
and other procedures. Digital marketing tasks that the AI can assist with include campaign
optimization, studying consumer behavior, and making tailored recommendations. AI can also
assist in automating processes like customer service and report generation. Machines now carry
out laborious, repetitive tasks that used to consume a tremendous amount of human capital
hours; web design and content development are both potential uses for AI software.AI can
streamline marketing initiatives in digital marketing, reducing the chance of human error in the
process. While most activities still require human inventiveness to be completed effectively, AI
digital marketing systems can be utilized to produce reports that are only based on data. The use
of digital marketing can significantly speed up business growth. It can bring about a lot of things
in numerous ways when paired with technical elements like artificial intelligence. AI can be a
terrific tool for supporting the ideal business expansion tactics, from sorting data analytics to
comprehending consumer personas.

Chatbots are the application of AI that are frequently seen as the most revolutionary. Through
their interactions with automated assistants like Siri, Alexa, and Google Assistant, consumers
are growing more acclimated to chatbots103. On many corporate websites, this technology is used
to respond to frequently requested queries by customers. The impact chatbot technology can
have on the shopping experience is its best feature. Chatbots offer a cost-effective way to
streamline operations and free up human agents to handle more complicated customer concerns
that call for individualized care by automating the more fundamental customer support tasks104.
Chatbots enable client support regardless of the time of day, as some organizations lack the staff
to respond to customer inquiries promptly. Nevertheless, in the future, intelligent chatbots might
be more involved in interactions with people, employing freshly generated responses that are
beneficial for customer support, lead generation, and sales prospecting104.

Companies are employing data scientists and programmers to work on their marketing
strategies as technology enables the collection of increasingly complicated data. With the use of
machine learning and big data analysis, AI makes an enormous amount of data sets about

103
Shawar, Bayan & Atwell, Eric. (2007). Chatbots: Are they Really Useful?. LDV Forum. 22. 29-49.
10.21248/jlcl.22.2007.88.
104
Bird, Jordan &Ekart, Aniko&Faria, Diego. (2018). Learning from Interaction: An Intelligent Networked-based
Human-bot and Bot-bot Chatbot System.
consumer behavior and industry trends accessible105. To customize adverts, establish prices, and
launch campaigns based on information about what specific customers have historically done
and are likely to do, this technology enables the prediction of future consumer behavior106.While
advanced artificial intelligence's technical parts might seem intimidating, marketing software
based on AI technology is surprisingly user-friendly.

In many ways, AI is changing the marketing sector.

Search Engines: The search algorithms get better all the time. AI integration into search engine
technology enables past shopping history to be considered when browsing and suggests
alternatives for misspelled search phrases. In terms of figuring out searcher intent, this software
is becoming highly clever. Voice search technology is continuing to gain popularity and
efficiency because AI language technology can understand complicated speech patterns and
detect spoken inquiries.

Amplification of User experience: User-friendly websites and apps are continually enhancing
the online client experience. Customers are more inclined to explore further interaction with a
brand when they have a superior front-facing technological experience107. More user-friendly
and individualized experiences can be produced by AI systems than could be achieved by
conventional testing and optimization cycles by adjusting user experiences depending on
interactions in real-time.

Data Analysis: The majority of organizations get a lot of data about their customers and
industry, but they rarely make use of it. Large data volumes may be processed efficiently by AI,
which can also spot patterns and trends. This enables the development of statistical models to
forecast future consumer behavior as well as the development of business intelligence models to

105
Vicario, Grazia & Coleman, Shirley. (2019). A review of data science in business and industry and a future
view. Applied Stochastic Models in Business and Industry. 36. 10.1002/asmb.2488.
106
Aalst, Wil. (2014). Data Scientist: The Engineer of the Future. 10.1007/978-3-319-04948-9_2.
107
Petit, Olivia & Velasco, Carlos & Spence, Charles. (2018). Digital Sensory Marketing: Integrating New
Technologies Into Multisensory Online Experience. Journal of Interactive Marketing. 45.
10.1016/j.intmar.2018.07.004.
make use of that knowledge108. AI can offer crucial insights for businesses to continuously
improve and succeed in a more cutthroat commercial climate.

Artificial intelligence will quicken the pace of marketing trends and help marketers select
the best techniques for better outcomes. The rate at which AI is transforming marketing is
thrilling and fascinating, and it will only continue to spread widely in the future. It is something
that will help the digital environment adopts new trends. Since search engine algorithms are also
evolving to be more intelligent and user-centric, AI will strive to simplify the solution to
challenging marketing problems.

3.10 Artificial Intelligence's Social Media Impact, Privacy Issues, and Challenges

Social Media
The exact concept of social media is unclear. The traditional definition of social media4 is any
form of media that makes it easier for people to communicate with one another in society.
However, the exposure that people receive from this medium is quite little.

However, it can now be described as computer-mediated technologies that enable individuals,

businesses, and other organizations to produce, share, or exchange knowledge, ideas, images,
and videos in virtual communities109 and networks. Kaplan and Haenlein define it as "a series of
internet-based apps that build on web 2.0's technological and ideological basis and that enable
the creation and exchange of user-generated content.110"Social networking sites are another name
for social media websites. They facilitate communication between individuals and various
entities. Social networking sites are described as web-based services that enable users to 1)
create a public or semi-public profile within a bounded system, 2) articulate a list of other users
with whom they share a connection, and 3) view and navigate their list of connections as well as

108
Aruldoss, Martin & Lakshmi, T. & Venkatesan, V.. (2012). An analysis on business intelligence models to
improve business performance. IEEE-International Conference on Advances in Engineering, Science and
Management, ICAESM-2012.
109
Rajabion, Lila & Nazari, Nabi &Bandarchi, Mohammadreza &Farashiani, Aliakbar& Haddad, Shervin. (2019).
Knowledge sharing mechanisms in virtual communities: A review of the current literature and
recommendations for future research. Human Systems Management. 38. 365-384. 10.3233/HSM-190516.
110
Kaplan, Andreas &Haenlein, Michael. (2010). Users of the World, Unite! The Challenges and Opportunities of
Social Media. Business Horizons. 53. 59-68. 10.1016/j.bushor.2009.09.003.
those made by others within the system111.The fact that social media are Web 2.0 internet-based
services and applications is one of its characteristics. a) The foundation of social media is user-
generated content. b) social media uses a variety of sources to communicate with a wide
audience112. Newspapers are one source of information for many recipients. c) Users build their
own profiles for a website or app that social media companies construct and administer. d) By
tying users' profiles to those of other people and/or groups, it helps the growth of online social
networks. e) It enables a highly participatory platform for sharing, co-creating, discussing, and
modifying user-generated material by individuals and the community. 113 f) It has a broad use that
can be utilized regularly.
Social media encompasses a variety of activities, such as social networking on sites like
Facebook or LinkedIn, micro blogging on sites like Twitter, photo and video sharing on sites like
YouTube and Metacafe, news aggregation on sites like Google Reader, social gaming on sites
like World of Warcraft, social search on sites like Google, Bing, or Ask.com, and instant
messaging on sites like Google Talk, Skype, or Yahoo! Messenger114. This is not a complete list;
it is merely indicative. Social media also includes forums, business networks, enterprise social
networks, product and service reviews, and social bookmarking. The most well-known social
media platforms include Facebook, WhatsApp, Twitter, Instagram, Snapchat, and others115.
Infrastructure for social media like Facebook, Google, Twitter, Instagram, WhatsApp, and
Linkdin Snapchat uses artificial intelligence (AI) and machine learning-based tools and services
to boost revenue while ensuring consumer satisfaction and handle time-consuming operations
like social media administration116. AI enables social media platform operators to gain a

111
Boyd, Danah & Ellison, Nicole. (2007). Social Network Sites: Definition, History, and Scholarship. J.
Computer-Mediated Communication. 13. 210-230. 10.1111/j.1083-6101.2007.00393.x.
112
Nadda, Vipin & Dadwal, Sumesh & Firdous, A.. (2015). Social media marketing. 10.4018/978-1-4666-8353-
2.ch0021.
113
Lewis, Sarah & Pea, Roy & Rosen, Joseph. (2010). Beyond participation to co-creation of meaning: Mobile
social media in generative learning communities. Social Science Information Sur Les Sciences Sociales - Soc
Sci Inform. 49. 351-369. 10.1177/0539018410370726.
114
Williams, Sean. (2011). 1. Entrepreneurship and Social Media: A Grounded Theory Investigation of Three New
Ventures. Internet Interdisciplinary Institute/Creative Commons. IN3 Working Paper Series.
10.7238/in3wps.v0i0.1216.
115
Ganesan, Praveen Kumar & Raja, Vasimalai. (2018). Benefits Of Using Social Media.
116
Dwivedi, Yogesh &Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie &Filieri, Raffaele & Jacobson,
Jenna & Jain, Varsha &Karjaluoto, Heikki&Kefi, Hajer&Krishen, Anjala& Kumar, Vikram & Rahman,
thorough understanding of their users and their interests by analyzing the information they have
contributed. As consumers occasionally volunteer their personal information to access services
based on their likes and interests, this practice provides cybercriminals with opportunities to
defend by manipulating and altering the information, which harms the user financially and
psychologically117.When employing a computer as a tool, many jobs can be executed more
quickly and efficiently than when using human labour alone. Computers are utilized to
significantly lessen the physical efforts of an individual due to the development of new
techniques and the usage of new technology in many areas of daily life. However, they are
currently also employed to replace the person in his decision-making process. Using the Internet
of Things (IoT), less physical work is required. However, artificial intelligence and machine
learning technologies are employed to replicate human cognitive processes involved in decision-
making.

Facebook, One of the most well-known social media platforms has established an Artificial
Intelligence Research Unit whose primary goal is to design an AJ system and evaluate its
significance in relation to the users' level of intelligence. Facebook utilizes the Al tool Deep Test
to track user comments and postings in many languages and dialects. Additionally, it makes use
of chatbots in its application and facial recognition technology powered by A.I. that suggests tags
for users118.

Twitter is a social media site where users can post tweets about any topic to share their
personal opinions and experiences. Twitter consistently states that the goal of his platform is to
deliver the most appropriate tweets by prohibiting the dissemination of users' abusive messages,
hate speech, and fake news. In several affluent countries, there are also penalties for similar

Mohammad & Raman, Ramakrishnan &Rauschnabel, Philipp & Rowley, Jennifer &Salo, Jari& Tran, Gina &
Wang, Yichuan. (2020). Setting the future of digital and social media marketing research: Perspectives and
research propositions. International Journal of Information Management. 59. 102168.
10.1016/j.ijinfomgt.2020.102168.
117
Dwivedi, Yogesh &Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie &Filieri, Raffaele & Jacobson,
Jenna & Jain, Varsha &Karjaluoto, Heikki&Kefi, Hajer&Krishen, Anjala& Kumar, Vikram & Rahman,
Mohammad & Raman, Ramakrishnan &Rauschnabel, Philipp & Rowley, Jennifer &Salo, Jari& Tran, Gina &
Wang, Yichuan. (2020). Setting the future of digital and social media marketing research: Perspectives and
research propositions. International Journal of Information Management. 59. 102168.
10.1016/j.ijinfomgt.2020.102168.
118
Gomathy, C K. (2022). Artificial Intelligence Chatbot Using Python.
tweets. Twitter tracks and analyses these tweets with the help of A.I.-based IBM Watson and
Natural Language Processing programs for this purpose.

In addition to being owned by Facebook, Instagram is a social networking software that

offers users a place to publish their own photographs and videos119. It has about a billion users
overall. To improve User by giving users a platform where they may find numerous photographs
of a variety of activities, many places, several events, top restaurants' favorite foods, and varied
life experiences using big data and AJ Additionally, hate speech and cyber bullying posts are
found using Deep Text, and they are taken down from the website.

Whatsapp is a freeware cos platform owned by Meta Platform that allows users to exchange
text messages, photos, audio files, and videos over the internet using their Smartphones120. It is a
reasonably priced app. The automated software Whatsapp chatbot, which is based on Al
technology and Al-based Cloud services, is used by WhatsApp to store user-shared data on this
platform.

The next iteration of the Internet, called the Metaverse121, is all about social interaction.
Users "live" within a digital realm using a combination of many technological aspects, such as
virtual reality, augmented reality, and video. Science fiction author Neal Stephenson first used
the word "Metaverse" in 1992, and video game firms frequently use it nowadays. The idea is
gradually assuming enormous relevance since numerous tech behemoths have already started the
process, with Facebook and Epic leading the way.

119
Yang, Chen. (2021). Research in the Instagram Context: Approaches and Methods. The Journal of Social
Sciences Research. 7. 15-21. 10.32861/jssr.71.15.21.
120
Patil, Shobha &Kelkeri, Deepthi &Tadasad, Prahalad. (2015). Usage of WhatsApp Messenger amongst post-
graduate students in a University environment: A Study of Karnataka State Women’s University, Vijayapura..
International Journal of Multidisciplinary Research and Development. 2. 591-594.
121
Yogesh K. Dwivedi, Laurie Hughes, Abdullah M. Baabdullah, Samuel Ribeiro-Navarrete, MihalisGiannakis,
Mutaz M. Al-Debei, Denis Dennehy, BhimarayaMetri, DimitriosBuhalis, Christy M.K. Cheung, Kieran
Conboy, Ronan Doyle, Rameshwar Dubey, Vincent Dutot, Reto Felix, D.P. Goyal, Anders Gustafsson, Chris
Hinsch, Ikram Jebabli, Marijn Janssen, Young-Gab Kim, Jooyoung Kim, Stefan Koos, David Kreps, Nir
Kshetri, Vikram Kumar, Keng-Boon Ooi, SavvasPapagiannidis, Ilias O. Pappas, Ariana Polyviou, Sang-Min
Park, Neeraj Pandey, Maciel M. Queiroz, Ramakrishnan Raman, Philipp A. Rauschnabel, Anuragini Shirish,
Marianna Sigala, Konstantina Spanaki, Garry Wei-Han Tan, Manoj Kumar Tiwari, Giampaolo Viglia, Samuel
FossoWamba,Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges,
opportunities, and agenda for research, practice and policy,International Journal of Information
Management,Volume 66,2022,102542,ISSN 0268-4012,https://doi.org/10.1016/j.ijinfomgt.2022.102542
Deepfakes is another resource for bogus information. The term "Deepfake," which combines
"deep learning" with "fake," refers to artificial intelligence programs that combine, replace, and
superimpose photos and video to produce convincingly fake movies and images122.Since then,
numerous nations, including India, have employed deep fakes frequently in politics. Following
that, a low-cost user interface for the Deepfake algorithm was made available via the Reddit app
Fake App, allowing anyone to produce Deepfakes without any prior programming or machine
learning experience. Later, a number of variants were created, including Face to Face App and
Open Face Swap.

When we use Google or Apple Maps for navigation, when we use Uber, or when we buy an
airline ticket, AI is at work123. AI is a primary goal for Google, and it is used in many of its
products. In the banking and financial industry, artificial intelligence is widely used for projects
like fraud detection, chatbots, and investment. In our daily lives, artificial intelligence has
assumed a prominent role. AI has a tremendous impact on how we live because technology is
used in so many facets of daily life.

3.11 Artificial Intelligence Legal and Human Rights Issues

Artificial intelligence development, use, and application are prevalent, expanding swiftly,
and bolstering the global economy. A few of the many benefits of AI include advancements in
innovation, services, safety, and lifestyles, but it also raises a lot of issues and concerns.

Lack of transparency in the algorithms: The use of algorithms in the public sector for
decision-making can be extremely advantageous to speed up procedures, analyze massive
amounts of data quickly, or provide more evidence to support specific judgments but it
can also be detrimental. These mechanisms must remain open to prevent them from
happening124.

122
Nguyen, Thanh & Nguyen, Cuong M. & Nguyen, Tien & Nguyen, Duc & Nahavandi, Saeid& Pham, Quoc-
Viet & Huynh-The, Thien. (2019). Deep Learning for Deepfakes Creation and Detection: A Survey.
123
Lee, Min Kyung &Kusbit, Daniel &Metsky, Evan &Dabbish, Laura. (2015). Working with Machines: The
Impact of Algorithmic and Data-Driven Management on Human Workers. 10.1145/2702123.2702548.
124
Daneshjou, Roxana & Smith, Mary & Sun, Mary &Rotemberg, Veronica & Zou, James. (2021). Lack of
Transparency and Potential Bias in Artificial Intelligence Data Sets and Algorithms: A Scoping Review.
JAMA dermatology. 157. 10.1001/jamadermatol.2021.3129.
 Flaws in computer security: Any potential harmful assault that aims to gain
unauthorized access to data, interfere with digital activities, or contaminate information is
referred to as a cyber security threat. The following categories of cyber security dangers
should be thoroughly understood by cyber security experts125.Malware84, which includes
spyware, ransomware, viruses, and worms, is harmful software. When a user clicks on a
malicious link or attachment, harmful software is installed and malware is triggered. A
cyber assault known as a denial of service126 (DoS) bombards a computer or network
with requests, preventing it from responding. The same technique is accomplished via a
distributed DoS (DDoS), except the attack comes from a computer network. Flood
attacks are frequently used by cyber attackers to thwart the "handshake" procedure and do
a DoS. Numerous additional methods may be employed, and some cybercriminals make
use of networks being down to conduct additional assaults. Phishing127 attacks use phony
correspondence, such as an email, to con the recipient into opening it and following the
instructions contained therein, like entering a credit card number.A cyber attacker has
access to a lot of data with the appropriate password. According to Data Insider, social
engineering is a sort of password assault that "relies primarily on human interaction and
frequently involves persuading users into breaching common security procedures."
Accessing a password database or blatant guessing are examples of other password
assaults.

Prejudice, and Discrimination: The words "prejudice" applies to one's attitudes,

sentiments, and thoughts toward a particular group. A prejudice is a prejudgment that has
its roots outside of experience and is not founded on one's own experiences. Even though
prejudice is founded on beliefs that are unrelated to experience, people may feel as
though their prejudice is validated or justified as a result of experience. This kind of
confirmation bias exists. Prejudice is defined as prejudiced thinking, whereas
discrimination is the act of targeting a certain group of individuals. Race, ethnicity, age,

125
Mendyk-Krajewska, Teresa & Mazur, Zygmunt. (2009). Software Flaws as the Problem of Network Security.
10.1007/978-3-642-05019-0_25.
126
Obaid, Hadeel. (2020). Denial of Service Attacks: Tools and Categories. International Journal of Engineering
Research and. V9. 10.17577/IJERTV9IS030289.
127
Hewage, Chaminda & Nawaf, Liqaa& Khan, Imtiaz &Alkhalil, Zainab. (2021). Phishing Attacks: A Recent
Comprehensive Study and a New Anatomy. Frontiers in Computer Science. 3. 10.3389/fcomp.2021.563060.
 religion, health, and other factors can all be used as bases for discrimination. For
instance, prejudice in the workplace and unjust housing practices like redlining are only
two examples of how discrimination based on race or ethnicity can manifest itself128.

Issues with Legal Personhood: According to the law, being a "legal person" means
having the capacity to exercise one's legal rights and fulfill one's obligations, which
includes taking responsibility. In other words, legal personhood refers to any such human
or non-human item to which the society has granted special rights and obligations, rather
than generally referring to human people. It's possible for objects other than people, or,
let's say, non-human things, like companies, to assert their legal personality.Only
obligations might give AI legal personhood. Although that might initially appear
appealing, there would be some obvious issues if the requirements were meant to close
accountability gaps. For instance, civil culpability frequently results in the award of
damages, which can only be paid if the perpetrator can own property129.

Challenges Concerning Intellectual Property: The advancement of innovation and

creativity in society depends on the protection of intellectual property rights (IPRs). They
also significantly contribute to the socioeconomic advancement of countries. IPR
protection has faced numerous difficulties, particularly in developing nations, which have
prevented these nations from using the potential that IPRs could offer for their growth.
The insufficiency of legislation has long been emphasized as a significant barrier
hindering IPR protection in these nations, particularly when the IPR laws haven't been
updated to comply with current international IPR treaties or the knowledge-driven culture
of today130.

3.12 Privacy Protection in a Future Powered by A.I

The essential idea of privacy is the capacity to seclude oneself or information about oneself
to lessen the influence that others may have on our behaviour. According to conventional
wisdom, the exercise of human rights including freedom of expression, freedom of association,

128
Duckitt, John. (2010). Prejudice and Discrimination: Historical overview.
129
Stefán, Ibolya. (2021). Examining the Issues of Legal Personhood of Artificial Intelligence and Robots.
130
Lukinovic, Mario & Jovanovic, Larisa &Šašo, Vladimir. (2020). Challenges In Managing Intellectual Property
Rights During Coronavirus Pandemic. 239-249. 10.31410/ITEMA.2020.239.
and freedom of choice is not possible without the right to privacy. Maintaining our privacy in the
digital era depends on our ability to control how other people acquire, use, and share our data.
With the advent of advanced internet-based data mining techniques, privacy has become a
significant social issue in recent year’s131.Government agencies and companies, among other
social actors who regularly employ these techniques, are now able to directly identify, profile,
and have an impact on the lives of individuals without the consent of those individuals. And as
more complex artificial intelligence systems are developed, these privacy concerns have only
gotten worse132.

The ability of AI to gather, understand, and synthesize huge amounts of data from many
sources enhances the power of social entities using this technology to gain information. Since AI
has the potential to have a huge negative influence on privacy, it is critical to spread knowledge
of these problems. Three factors—speed, size, and automation—have historically drawn people
to AI as a tool for information collecting. The computing speed of AI is already quicker than that
of human analysts, and it can be arbitrary expanded by adding more hardware. AI is perhaps the
only technology that can manage large data quickly because it is naturally adept at exploiting
enormous data sets for analysis. Finally, an AI may accomplish the duties assigned to it without
supervision, greatly enhancing the analysis's effectiveness132. Due to these characteristics, AI
may have a range of effects on privacy, such as the following:

Identification and Tracking

Regardless of where they are—at home, at work, or in public—AI may be used to recognize,
track, and keep an eye on specific people across a variety of devices. This means that even if
your personal information is anonymized once it is included in a large data set, an AI can still re-
identify this information using outcomes drawn from other units133.

131
Rascão, Jose &Poças, Nuno. (2021). Freedom of Expression and the Right to Privacy and Ethics in Dialectic
of Human Rights in This Complex and Turbulent Society. International Journal of Project Management and
Productivity Assessment. 9. 1-28. 10.4018/IJPMPA.2021070101.
132
Wang, Weiyu&Siau, Keng. (2022). Artificial Intelligence, Machine Learning, Automation, Robotics, Future of
Work and Future of Humanity: A Review and Research Agenda. 10.4018/978-1-6684-6291-1.ch076.
133
Liu, Na & Shapira, Philip & Yue, Xiaoxu. (2021). Tracking developments in artificial intelligence research:
constructing and applying a new search strategy. Scientometrics. 126. 10.1007/s11192-021-03868-4.
Face and Voice Recognition

AI is getting better at performing voice recognition and facial recognition, two types of
identification. These techniques could seriously jeopardize anonymity in the public arena. For
instance, law enforcement organizations might discover people using voice and facial
recognition technologies without having a good reason to believe they are responsible and
without following the proper legal procedures134.

Prediction

Using robust machine learning algorithms, AI may infer or anticipate sensitive information
from non-sensitive types of data135.For instance, a person's keyboard typing habits may reveal
their emotional states, such as unease, assurance, sorrow, and worry. Even more alarmingly, data
from activity logs, GPS coordinates, and comparable tools can be used to deduce someone's
political opinions, ethnicity, sexual preference, and even general health136.
Artificial intelligence (AI) and other digital technologies have significantly improved many
aspects of our lives. These instruments enable us to collect and analyze enormous amounts of
data, which enables us to address social concerns for which there were no prior answers.

3.13 Cyber Security and AI in the Future

In the area of computer science known as artificial intelligence (AI), a machine is created that
can use proprietary algorithms and associated mathematical calculations to make decisions
similar tohumans132.On the other hand, cyber security entails taking safety precautions to guard
against online risks and attacks. With the use of precise algorithms and mathematical
calculations, artificial intelligence can secure and clean up the internet. Cyber security threats
have gotten much worse as AI's influence in the modern world has grown.AI can quickly
recognize cyber attacks coming from a variety of web platforms and official websites with strong

134
Ibrahim, Laheeb& Saleh, Ibrahim. (2009). Face Recognition using Artificial Intelligent Techniques. AL-
Rafidain Journal of Computer Sciences and Mathematics. 6. 211-227. 10.33899/csmj.2009.163809.
135
Xiong, Pulei& Buffett, Scott & Iqbal, Shahrear& Lamontagne, Philippe & Mamun, Mohammad & Molyneaux,
Heather. (2021). Towards a Robust and Trustworthy Machine Learning System Development.
136
Schnabel, Landon. (2018). Sexual Orientation and Social Attitudes. Socius: Sociological Research for a
Dynamic World. 4. 237802311876955. 10.1177/2378023118769550.
security standards137. Hackers undertake penetration testing and look for a weakness in the
system before launching a cyber attack by using RANSOMWARE, MALWARE, and additional
tools. Moreover, they exploit the weakness to compromise the machine138. When considering
this framework, websites that need giant levels of security rely on AI as their main means of
cyber attack detection. The website administrator will think like a hacker to stop a cyber assault.
Here, AI would be applied to simulate how a hacker may reason and attempt to crack a security
code. Security measures typically rely on antivirus software, firewalls, fast heal, and other tools
to identify and stop threats to web security. In this case, the frequency of software upgrades and
the attitude of the security officer would define the level of security for a website or virtual
platform139. For servers and other sensitive data stored on computers, artificial intelligence (AI)
relies on cutting-edge technologies such as machine learning, deep learning, natural language
processing, etc. Cyber security experts are charged with keeping track of the website's security.
This limits the scope of AI engagement in cyber security issues because humans have complete
control over everything and make all of the important cyber security decisions.
In a professional situation, where your company account includes many safeguards like
antivirus, password protection, etc., cyber security becomes even more crucial. To protect both
your personal and professional accounts from dangerous users and hackers, these cyber security
components are vital. However, modern cybersecurity techniques are insufficient today. Remote
account access by hackers can result in data breaches, identity theft, financial losses, etc. Data is
the most dangerous and easily hacked commodity in this era of data. Artificial intelligence,
which many hackers are already utilizing, can be of great assistance to the cybersecurity sector in
such a case. In the field of cybersecurity, artificial intelligence is a double-edged sword. There
are a lot of worries that cybercriminals could automate their operations using AI, thereby
requiring fewer human targets. After all, if there are sophisticated AI algorithms, hackers will
require fewer personnel to plan and carry out effective cyberattacks. Hackers benefit from AI as
well since it makes it much simpler to identify system weaknesses and attack networks in a way

137
Bhatele, Kirti Raj & Shrivastava, Harsh & Kumari, Neha. (2019). The Role of Artificial Intelligence in Cyber
Security. 10.4018/978-1-5225-8241-0.ch009.
138
Celiktas, Baris &Unlu, Nafiz&Karacuha, Ertugrul. (2018). Ransomware, Detection and Prevention
Techniques, Cyber Security, Malware Analysis.
139
OgutcuUlas, Gizem&Testik, Özlem &Chouseinoglou, Oumout. (2015). Analysis of personal information
security behavior and awareness. Computers & Security. 56. 10.1016/j.cose.2015.10.002.
that the attacks are never even noticed.AI can be used in many different aspects of cybersecurity,
including user behavior85 analysis, phishing attack prevention127, and intrusion detection140.

Cybersecurity intruder detection can benefit greatly from the use of artificial intelligence
techniques. Using historical knowledge of intruder activity patterns, they can assist in identifying
and combating any intruders in the system. Existing users' sudden behavioral changes may
indicate a network cyber-attack. This may occur if a malevolent user illegally signed into the
network using the login information of a genuine user who had had their credentials stolen.
However, it can be quite challenging to spot these behavioral changes, especially in a big
network. Artificial intelligence can be employed in this case to identify and disable compromised
user accounts that exhibit suspicious behavioralchanges70. A user behavioral profile of each user,
including their login and logout routines, data transfer patterns, etc., can be created by AI to do
this.
A network's users may be protected from phishing assaults with the aid of artificial
intelligence. These phishing assaults, where employees are sent fraudulent emails with the goal
of collecting sensitive company data like company passwords, banking, and credit card
information, etc., are very prevalent in many businesses. It is possible to monitor employee
emails on their work accounts using artificial intelligence techniques like natural language
processing to look for anything unusual, such as trends or words that would suggest a phishing
effort127.It's possible that conventional antivirus software won't be able to keep up with all the
changes to infections, particularly the AI-enhanced viruses that are already becoming more
prevalent. This is so that the machine is protected by antivirus software, which scans every file
on the network to see whether it matches a known virus or malware signature. But if the known
viruses are constantly changing and mutating, this is incredibly challenging to achieve. It is
preferable to utilize antivirus software that incorporates artificial intelligence in that
circumstance.
This kind of antivirus recognizes viruses in the system by identifying their anomalous
behavior that is outside the present window of normal for the network, rather than by

140
Sfetcu, Nicolae. (2017). Web 2.0 / Social Media / Social Networks.
 determining if they match with a known virus or malware profile. AI-based antiviral systems can
accomplish this by utilizing both data science and mathematical AI techniques84.Cybersecurity
must include password protection. After all, passwords are frequently the only thing preventing
a hacker from having full access to the account. However, passwords don't always provide
businesses with enough security. Some employees might use the same password for various
types of accounts or have relatively basic passwords on their accounts. So, for hackers, breaking
into such accounts is child's play. When this happens, artificial intelligence can be utilized to
protect passwords75 considerably better by opening accounts using characteristics like facial
recognition.

3.14 Recent Instances of Privacy Breach in Social Media Platforms

Social Media is an interactive online platform accessed through web-based apps where users can
generate content, and share information, videos, and photos with anyone in the world with just one
click. Social media are interactive Web 2.0 Internet-based applications where users create service-
specific profiles and identities for the website or app designed and maintained by the social media
organization141. It also facilitates the development of online social networks connecting a user’s
profile with those of other individuals or groups. These electronic services build highly interactive
platforms for their users. Social media is different from paper-based media and traditional electronic-
based media.
As social media is dynamic and is still evolving, experts believe that it includes 13 types of social
media. They are blogs, business networks, collaborative projects, enterprise social networks, forums,
microblogs, photo sharing, products/service reviews, social bookmarking, social gaming, social
networks, video sharing, and virtual worlds142. With the advent of smartphones and an ever-
increasing internet user base, the use of social media has taken a giant leap in the last few years. The
networking sites influence every aspect of individual life, from sharing happy moments of festivals

141
Aichner, Thomas & Jacob, Frank. (2015). Measuring the Degree of Corporate Social Media Use. International
Journal of Market Research. 57. 257-275. 10.2501/IJMR-2015-018.
142
Sadashivam, T.. (2020). Cybercrimes against Women in India. 34. 22-25.
and personal functions to offering deep condolences and seeking medical help to running awareness
campaigns. Social media has revolutionized the way the world communicates.
It takes only a few seconds to put across one’s thoughts, reaching out to thousands of
individuals with just one click. It originated to establish communication amongst individuals, but as
it expanded its roots, it was seen as a huge platform to carry out business. Now social media is a
great tool for marketing purposes, and companies spend millions of dollars to advertise their products
or services.
But like every coin has two sides, social media has negative implications too. The younger
generation is addicted to social media, and the trend is rising amongst adults too. There has been a
drastic increase in cybercrimes, especially against women142 and children “Bois Locker Room,”
being the latest one. Due to the rise in cyber-attacks through malware or spyware, there is increased
apprehension amongst social media users as to how far their devices are safe from the above attacks
and how social media companies are taking steps to protect the users’ data. The ever-increasing
misuse of social media has put governments across the world under heavy criticism for the lack of a
mechanism to regulate social media and protect individual privacy rights and interests.
Facebook- U.S President Election Promotion143.
Cambridge Analytica’s data security scam is a case of data misuse. This issue of misuse of
data by Facebook and compromise of the right to privacy had arisen in this case. The case is
discussed in brief:
It is a London-based company, in the field of election consultancy, providing services
regarding election campaigns to political personnel. The whole story started in 2010 when
Facebook launched the ‘Open Graph’ platform which can be used by third-party developers to
reach out to Facebook users and their personal information. Under this, the outsider app
developer can also access the personal information of Facebook friends of such users. A
Cambridge academic Kogen developed an app called “This is your digital life” in 2013 which
was uploaded on this Open Graph. The app prompted the users to answer the questions for their
psychological profiles. It was reported that more than 3 million people availed of the services for
their psycho profiles. While using this app, the user must give permission to use his personal

143
Borah, Porismita. (2014). Facebook Use in the 2012 USA Presidential Campaign. 10.1007/978-3-319-04666-
2_11.
information. But using this information the app can access the personal information of users’
Facebook friends also. Cambridge Analytica contracted with Kogen for data and obtained it.
In 2014, Facebook changed the rules for accessing information through such apps. It
provided that the apps can access the personal information of the user only and not Facebook
friends without re-permission from the user. But the rule was not retroactive, so Kogen did not
delete the information which he had gathered in earlier profiles. That information was stored
with him.
In 2015, it was reported in Newspaper, that Ted Cruz, a Presidential candidate in America is
taking help from Cambridge Analytica, Facebook responded that after learning this they had
banned Kogen’s app and legally pressurized them to delete the data. Both Kogen and Cambridge
Analytica certified it but did not delete it.
In the election campaign of 2016 in America, both the candidates for the presidential
election took the help of Cambridge Analytica. In 2018, it was reported that more than 87 million
people’s personal information was accessed, and the political campaign was designed according
to their psychological responses through the processing of such data. It was disclosed afterward
by an employee of Cambridge Analytica that by doing this, the results of the election were
swayed.
This data privacy scam shows that data predators can access the data with the legal method
and then they process the data using innovative advanced methods of processing and use the data
for purposes other than for which it is collected. The purpose limitation principle is included in
the Data Protection Acts but these data predators circumvent it by innovative use of technology.
This also shows that even if ‘consent’ is a mandatory condition to collect and use the data, after
giving consent a person loses control over his own personal information that how it should be
used. These breaches pose serious threats not only to privacy but becoming a ‘commodity’ for
the data predators and they may lose other rights, liberty, and freedom also.
In recent years the use of social media sites is increased. The users must provide their personal
information for use of such sites. It is mandated that social media sites shall have privacy
policies under which the service provider is obligated to protect the personal data gathered with
him. Even though data protection is provided under these policies, still there are instances of
misuse of personal data.
Facebook Data Leak144
A cyber security expert reported that 533 million Facebook users from 106 countries have
personal information (phone numbers, Facebook ids, complete names, locations, birthdays, bios,
and in some cases email addresses) that is available at a hacker forum. An automated bot that
could supply the phone numbers of hundreds of millions of Facebook users in exchange for
money was advertised by a user in a hacking forum in January 2021, which is when Alon Gal
Ceif Technology Officer of Cyber Intelligence Outfit Hudson Rock first learned of the leak.
Virtual Rape at Metaverse145
Virtual rape is the act of imposing an unwilling sexual act on someone in a virtual
environment, to put it simply. It could entail an unwanted touch, exposure, or manipulation of
the depicted character. To investigate user behavior on Horizon World, Meta's social networking
platform, a researcher entered the metaverse. She claims that an hour after donning her Oculus
virtual reality headset, her avatar was sexually assaulted in the virtual environment.
Bulli Bai App
A year after an online "auction" of outspoken Muslim women on social media, "Sulli Deals"
(an open-source app that contained photographs and personal information of about 100 Muslim
women online), caused a stir, the vile app "Bulli Bai" has exploited images and singled out
women from the particular community. When several Muslim women discovered themselves up
for "auction" on an app, the Bulli Bai issue broke out. Their photos, many of which had been
altered, were utilised in the app hosted by the GitHub platform. This app targeted women of all
ages who were outspoken about pressing social and political concerns. The vile app listed
prominent journalists, activists, and attorneys for "auction."
Misuse of Mobile Apps
Invoking its authority under section 69A of the Information Technology Act in conjunction
with the pertinent provisions of the Information Technology (Procedure and Safeguards for
Blocking of Access of Information by Public) Rules 2009 and in light of the emergent nature of

144
Lulandala, Emmanuel. (2020). Facebook Data Breach: A Systematic Review of Its Consequences on
Consumers’ Behaviour Towards Advertising. 10.1007/978-981-15-3647-2_5.
145
Spence, Edward. (2012). Virtual Rape, Real Dignity: Meta-Ethics for Virtual Worlds. 10.1007/978-94-007-
4249-9_9.
threats, the Ministry of Electronics and Information Technology (MEITY), Government of India
blocked 118 mobile apps on September 2, 2020. According to the MEITY notification, these
apps were involved in activities that were harmful to India's sovereignty, integrity, defense,
security, and public order.Additionally, MEITY had received a great deal of complaints from a
variety of sources, including numerous allegations regarding the abuse of some mobile apps that
are available on the Android and iOS platforms for collecting and covertly transmitting users'
data to servers that are located outside of India. It is India's sovereignty and integrity that are
eventually threatened by the collection of this data, its mining, and its profiling by those opposed
to the country's national security and defense.
Attackers are always looking for ways to access networks or applications without
authorization. Technology development has accelerated the rate of evolution of security risks and
concepts. These security risks and models can avoid detection, self-destruct, evade detection by
conventional security systems, and so on. It may therefore result in the loss of your private
information, corporate listening, and other problems. To reinforce the cybersecurity system and
defend against attacks, a vulnerability management system must be specifically designed.The
effects of AI on systems security have an impact on neural networks, commercial decision-
making, e-commerce, many social and legal challenges, and our day-to-day use of technology.
First, given that the major trend in the Internet environment is the introduction of increasingly
new dangerous risks, AI could have an impact on our digital and Internet lives in the future. As a
result, more focus should be placed on cyber security. Second, as has previously been noted, the
problems with e-commerce and manufacturing tend to grow exponentially, especially in light of
the global COVID-19 epidemic, which necessitates further development of cyber security
policies and procedures. the same is true for social AI applications that, as distance services
develop, will also tend to adopt this approach when used to enhance e-learning, e-health, and e-
elderly monitoring systems.

Last but not least, the continued development of neural network platforms is inevitable
because they are at the forefront of AI technology when it comes to technology that mimics
human thought, which is the fundamental objective of AI applications. As it relates to the issues
associated with the detection and prevention of cyberattacks, AI has advanced quickly from
being limited to technical help to cybersecurity experts. With the use of machine learning, AI can
identify cybersecurity problems and alert the relevant authorities so they can quickly take the
necessary action to address them. In light of the current situation, AI is becoming more important
in several information technology fields, including data security, software testing, and cyber
security.

Unfortunately, a variety of social actors, including individuals, businesses, and governmental

organizations, can utilize these technologies against us. One example of how technologies like
AI might harm us is when we lose our privacy. The ability to defend ourselves from those who
would misuse these technologies will depend on our ability to thoroughly understand them and
how they impact our daily lives. As AI applications are not transparent and may jeopardize
privacy, we lose our privacy. Customer-facing apps must be designed using algorithms and
machine learning systems that are validated and grounded in fact. The ultimate goal of all of
these technologies, together with further restrictions, is to increase user security without
jeopardizing privacy.

More data looks to be collected in the future. The importance accorded to privacy greatly
depends on societal cultural and historical inclinations. Artificial intelligence broadens the
applications for data and may have some predictive power in terms of the data being gathered.
The line separating privacy and data use will need to be decided by future generations.