www.ijcrt.
org © 2024 IJCRT | Volume 12, Issue 1 January 2024 | ISSN: 2320-2882
A Review On Impact Of AI On Social Media
1
Trupti Bansode, 2Pooja Kannaujiya, 3Dr. Harshali Patil, 4Dr. Jyotshna Dongardive
1
Student, 2Student, 3Associate Professor, 4Associate Professor
Department of computer science,
University of Mumbai, Mumbai, India
Abstract: Generally, Today's generation is examined as an age of science, technology, commercial,
intelligence, robotics, education and economy which is used in day-to-day life of a human. Many people
around the world uses social media in their life to share post, message, information and to make new
connections. Basically, social media allows users to communicate with their friends, family, colleagues and
to explore new things. Social media provide opportunities for their users as well as organizations to get the
large amount of people by understanding the concept of consumer and knowing his/her feelings via feedback
towards various brands and products. Also, these organizations as well as people needs to maintain a secure
platform to protect their data which will only be achieved by using applications and techniques of artificial
intelligence. This research paper aims to examine and discuss the impact of using artificial intelligence
applications with their various technologies on social media through the method of critical analysis and
estimation that was applied to previous recent studies that assigned with the impact of artificial intelligence
on social media. So, the objective of this paper is to discuss how social media is impacted by artificial
intelligence in development purposes. This paper based on the relation between AI and Social media and their
development, that how to improve their productivity for efficient usage by implementing various technology
related to AI and social media.
Index Terms - Artificial intelligence, Social media .
I. INTRODUCTION
Artificial intelligence (AI) is an extensive field of computer science combined with building smart systems
or machines that are capable of conducting techniques that typically needs human intelligence. As AI is an
field of an versatile science with variety of approaches, techniques, advancements in the field of machine
learning and deep learning, basically, are creating a paradigm shift in virtually every domain of the tech
industry. Artificial intelligence permits machines to model, or even improve upon, the capabilities of the human
mind. And from the development of self-driving cars to the proliferation of generative AI tools like ChatGPT
and Google’s Bard, AI is increasingly becoming one of the important part of everyday life and an domain of
companies across every industry are investing inAI puts effect in the progress world and in people daily lives
and it is present in various forms like from virtual assistants to counsel engines, in form of news, at homes and
offices. Most of the business, NGOs and Government uses AI in their procedure and outcome and in various
sectors like healthcare, education, economics and agriculture. One of the information technologies that impact
on well-known, widely-used informal societies on a regular basis is artificial intelligence. The most renowned
private organizations in the world are managed by it outside of the camera using artificial intelligence. To
recognize a user's face in front of images of huge target customers by supporting the marketing plan, Facebook,
for instance, employs artificial intelligence algorithms in all aspects of internet. In order to distinguish between
various images, Instagram, which is owned by Facebook, also employs artificial intelligence.
In addition, LinkedIn makes use of artificial intelligence to broaden employment offers and provides job
seekers with alternative chances based on their requirements. As a result, we observe daily interactions between
businesses, individuals, and digital marketers. The field of cognitive science known as artificial intelligence
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(AI) is concerned with the integration of computers to perform knowledge-dependent tasks that require
cognition, perception, reasoning, and understanding . AI entails the employment of intelligent machines
capable of performing tasks. Artificial intelligence may be taught to produce unique user experiences for each
user based on their individual decisions, conduct, and interests. Robotics can be trained to mimic human
behavior. You can offer someone the capacity to see, hear, speak, move, and write. AI can acquire these habits
much more quickly than humans can. AI solutions are being used by industries worldwide to automate and
improve the performance of various tasks. How we engage with digital platforms has shifted drastically as an
outcome of the converge of social media and artificial intelligence (AI). The inclusion of AI has shifted
consumer engagement paradigms and transformed how individuals interact with and generate knowledge. This
piece explores the dramatic implications of AI on social networking sites, emphasizing individual interactions,
content curation, and ethical concerns. We investigate that AI impacts social interactions as well as what this
means for the online environment utilizing qualitative research and examples. The use of artificial intelligence
in social media is already widespread and the future looks bright. AI does the great job of detecting and
analyzing images and of recognize all the patterns which are play central roles on many platforms.
Review of Literature
The author Keng Siau and Yin Yang classified the Ai as Strong AI and Weak AI.They reviewed how the field
of sales and marketing has been impacted by advanced technologies and how this will impact the future and
also mentioned the impact of AI on marketing academics. [1] The authorz Metin Argan, Halime Dinc, Sabri
Kaya and Mehpare Tokay Argan reviewed about various articles and the concept of consumer behavior and
how to target social media users. [2] In the research paper Artificial Intelligence in Social Media, the authors
proposed some forms of AI that commonly used in various applications include the Expert systems, Fuzzy
logic, Neural networks, Machine learning , Deep Learning, Robots, Natural Language Processors also they
have discussed social media application with their challenges and benefits.[3] The paper Social Media for
Beginners briefly introduces beginners to social media alongwith that the authors have introduced some
common features of social media, various activities, top social media platforms, their applications and
challenges.[4] In this paper the authors mentioned how is AI affecting social media marketing and how AI is
the present and future of social media.[5]
AI for Social Media :
AI has the ability to completely change how brands advertise on platforms like Instagram, Snapchat, TikTok,
Facebook, Twitter and the professional networking site LinkedIn. It can create and target campaigns, events,
and social media ads. It drives most of what you see on any social network and has the ability to automate
regulation. Social media marketers may use this pure technology right now to get amazing and sustainable
results. AI powers the voice assistants and real-time navigation on your smartphone devices. AI is used by your
favourite digital businesses, like Netflix and Amazon, to suggest content and items. Even email apps that use
AI to compose portions of your emails automatically are ones like Gmail. The most remarkable aspects of
artificial intelligence are fueled by machine learning, a branch of the field that enables computers to forecast
outcomes accurately from vast amounts of data. The most technologically advanced artificially intelligent tools,
that continuously improve the accuracy of their predictions. The reason AI is so potent is that it uses this
capacity to become smarter, frequently without the direct participation of humans
Today’s AI technology uses massive volumes of raw data to predict more and more relevant and accurate
things like which product you should buy next, which ad campaign to run and what topics to write about on
your blog based on past searches. Through natural language synthesis and processing, artificial intelligence is
fundamentally able to read and write. It can detect tone of voice using the phase of sentiment analysis. Through
the use of multiple image recognition algorithms and computer vision capabilities, it is able to detect photos,
videos, and faces. AI is even capable of action recommendation and performance prediction. These features
can then be leveraged to provide your social media marketing superpowers, increasing consumer engagement.
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Need of AI in Social Media :
1 .Create and Manage Social Media Content : Influencers and content creators have a lot of work ahead of
them in terms of distribution and channel engagement after devoting a significant amount of time to the creation
of material for social media distribution. Standard social media management platforms may easily help with
this, which improves the efficiency of social media scheduling and monitoring. But AI tools are not limited to
that. Tools that generate content for social media on a variety of sites automatically; some even include hashtags
and shortened URLs, and they can schedule these postings in advance. Generally speaking, an AI tool can
easily be used by consumers by creating and managing certain types of social media content in a matter of
minutes.
2. Compile Social Media Knowledge and Engage in Social Listening : An artificial intelligence-driven social
media listening tool, also known as a social media monitoring tool, can offer insights or patterns from your
brand's audience and social media accounts. This usually means taking advantage of AI's ability to evaluate
vast volumes of social media data, extract useful insights from it, and then offer insights predicated on that
data.
3.Optimizing and Managing Social Media Ads : Promotion With sponsored ads, marketers can target users of
nearly any social media platform based on incredibly precise behavioral and demographic parameters. This is
an unmatched opportunity for marketers. Viewers see Facebook and Instagram adverts made by modern
artificial intelligence systems. The advertising are optimized for clicks and conversions because AI can predict
at scale which language will produce better results.
4.Finding Right Influencer : Finding the perfect influencer can help a brand become more well-known. AI-
enabled influencer research tools look through a variety of social media data to identify which accounts are
most likely to be influential, reach a large audience, and generate engagement in a certain industry. With the
use of these technologies, brands can even create totally artificial avatars, or artificial intelligence (AI)
influencers, like My AI, Lil Miquela, who will always represent the brand on social media.
How AI used by different Social Media platforms?
The most frequently utilized social media networks involve artificial intelligence. By quickly understanding
how major platforms use AI, you’ll learn why AI is so important to growing social media networks.
• How does Facebook use AI? Facebook uses AI to do everything from translate foreign languages into human-
readable languages to automatically classify large amount of images. We are doing In fact, AI is at the core of
Facebook’s backend functionality. Company and its AI algorithms can predict which content will get the most
interaction based on previous engagement and past or search history. Platform then provides this content to the
user. Facebook also uses AI to recommend ad copy and target ads to viewers who are most likely to click to
learn more about your ad. Currently, the company uses his AI to manage content and classify disrespectful or
harmful images, videos and text.
• How does Instagram use AI? Like Facebook, Instagram also uses AI to serve targeted ads and connect viewers
with interesting content based on their past behavior. The filtering of the spam section is also based on artificial
intelligence, as the platform has issues with spambots submitting comments and content.
• How does YouTube use AI? YouTube currently uses AI to identify and label 4,444 videos promoting
conspiracy theories and fake news, which have proliferated recent years. And we’re fighting misinformation.
YouTube also uses AI to serve up content that you the content that viewers want to watch next.
• How does TikTok use AI? TikTok is one of the first social media platforms almost entirely powered by AI.
Every video you see on TikTok is determined directly by an AI ranking algorithms and is optimized to provide
content that keeps viewers engaged with the app. Needless to say, TikTok has very, intelligent AI. As you use
it, it picks up new skills and delivers material that is especially suited to your interests. TikTok also relies solely
on AI to initially review videos uploaded to the platform (although humans can later participate in the review
process)
• How does Pinterest use AI? If you've ever visited Pinterest to find related ideas for decorating a new room or
organizing your closet, you've probably wondered how accurate Pinterest's suggestions are. You probably
know that Pinterest makes recommendations to its users and shows only accurate results according to their
searches. This is done by none other than different artificial intelligence tools. Pinterest analyzes your results
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based on your past performance, your choices, and uses special neural network tools to analyze your decisions
and increase your pins. This will prevent you from filling out too much irrelevant information when using
Pinterest.
• How does LinkedIn uses AI? LinkedIn is a purely professional platform for job seekers and employers,
making extensive use of artificial intelligence and machine learning. LinkedIn uses a variety of machine
learning and artificial intelligence techniques to filter out candidates based on a company's unique needs. AI
technology used on social media platforms such as LinkedIn helps target groups to communicate with her
candidates who are suitable for their company, and job seekers are able to communicate with their candidates
based on their educational background and skills. You can find a suitable employer accordingly. For example,
the AI-powered tools used on the platform suggest names of candidates in a priority hierarchy based on their
job search status. Additionally, it helps create a comfortable and positive communication environment between
applicants and employers. LinkedIn makes extensive use of AI to evaluate the performance and skills of users.
His information processing and candidate profile sorting on LinkedIn is done by various AI algorithms.
• How do social media marketers leveraging AI? In either case, major social media platforms use their AI to
decide what users see and interact with depending on their interests. This means that understanding the use
cases for AI is a bit complex for marketers and businesses looking to reach consumers. In fact, AI improves
social media marketing for social media managers in two ways.
• Reduce costs : AI can easily or completely automate some of the labor-intensive tasks that consume your
team's time. as a result, you may concentrate on things that have greater significance. This includes activities
such as managing , scheduling and uploading shares, getting relevant links and hashtags, and making
researching his about what he posts easier and faster.
• Increased sales : AI can also significantly improve the efficiency of social media content and strategy, leading
to increased social media engagement and results on social media investments. AI can help you in identifying
the most successful posts, suitable audiences and successful channels. You can also create more effective
advertisements according to your interests. Because of this, artificially intelligent technology is particularly
efficient at gathering insights and valuable information from huge quantities of unprocessed information. It
involves recognizing trends and signals in various social media platforms, advertisement data, audience data,
and performance related to social media data.
Risks of AI in Social Media :
AI can help social media platforms deliver more customize content while also recognize and removing harmful
content. In recent years, social media has become an crucial part of our daily lives, enabling us to connect with
friends, family, colleagues, and likeminded individuals, exchange ideas and opinions, and stay up-todate with
news and entertainment. One vital concern is AI bias, where systemically prejudiced decisions are made due
to premise created in the machine learning process. Lack of quality, objectivity and abundant of training data
all contribute to AI bias. Likewise, biased humans may also unwittingly create biased algorithms. Another
concern is develop echo chambers, where thousands of users with one opinion continue to share and reinforce
a specific viewpoint .By recommending content that users express interest in, social media platforms could
expose users to questionable content, similar as posts that spread intimation.
There is also concern about the spreading of fake news on social media for dangerous social and political use.
A malicious actor could spread falsely generated images or videos of someone else for political or financial
gain.. Social manipulation also stands as a dangerous for artificial intelligence. As this fear has become a reality
as many politicians rely on platforms to promote their viewpoints to the people. Online media and news have
become even gloomier in light of AI-generated images and videos, AI voice changers as well as fake infiltrating
political and social region. These technologies make it easy for users to create realistic photos, videos, audio
clips or replace the new image with another in an already existing picture or video. As a result, some bad actors
have another avenue for sharing misinformation and war propaganda, creating a nightmare scenario where it
can be nearly impossible to differentiate between creditable and faulty news.
“No one knows what’s real and what’s not real,” said by Ford. “So it really depends the situation where you
normally can’t believe on your eyes and ears; also you can’t rely on what, traditionally, we’ve assumed to be
the best possible proof... That’s going to be a immense issue.” In addition to its more subjective risk, Ford is
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focused on the way AI will badly affect privacy and security. A typical example is China makes use of facial
recognition technology in their offices, schools and at other places. Apart from that by tracking a person’s
movements, the Chinese government may be able to gather more accurate data to monitor a person’s activities,
behaviour, relationships and political views. Generative AI can be a double-edged sword, with positive as well
as negative consequences for social media audiences. It could revise how we create and share content on social
media platforms, but it also carries certain risks and downsides.
How AI in Social Media affects audiences and User Involvements?
Personalization of Content : To create tailored content streams, AI algorithms examine user information such
as prior interactions, preferences, and demographics. By displaying users material that is more relevant to their
interests, this improves user engagement and lengthens time spent on the site. Advertising that is more likely
to resonate with people is displayed on social media platforms thanks to AI powered ad targeting. By displaying
appropriate advertising, this may enhance user experience while simultaneously boosting platform ad income.
Recommendation Engine : Content recommendations are made to users based on their watching habits and
behavior using recommendation algorithms, such as those employed by YouTube and Netflix. This encourages
visitors to explore more information on social media and remain on the site longer.
Safety and Moderation : AI is used to find and delete offensive or improper content during content moderation.
This protects users from hazardous content and helps to build a safer online environment. Chatbots and
customer service: Numerous social media platforms utilize AI-driven chatbots to instantly respond to user
inquiries, increasing user engagement by providing useful information and support. In order to find patterns
and attitudes, AI can analyze enormous volumes of data from social media chats. Businesses and marketers
may find this information useful for making wise judgments and successfully interacting with customers. Some
AI technologies are capable of producing content, including captions, essays, and even original artwork. By
consistently delivering relevant and new material, this can enhance user engagement.
Augmented reality (AR) filters : AI is used in AR filters on social media sites like Instagram and Snapchat to
improve user-generated material. These filters can improve the enjoyment and interest of user interactions.
Sentiment analysis : AI can examine user feedback and postings to ascertain how people feel about particular
subjects or companies. Businesses and individuals may utilize this information to modify their messaging and
improve audience engagement.
Content Moderation : AI is used to automatically identify and control content that breaks platform rules,
relieving human moderators of some of their work and preserving a more secure and hospitable online
environment.
AI in Social Media affects firms, dealers, businesses and end users. Social media company uses AI for multiple
reasons such as to target particular audience, to recommend their content, for sorting huge data sets and for
marketing strategies. Generally, AI engaged by social media companies enclosed with tools built using the
platforms that aim on simplifying stages such as operating huge amount of raw data or targeting the
advertisement based on user preferences, the data generated during this is huge in size. Dealers/Marketers use
AI tools with social media for the reasons such as for content planning, for organizing audience section, for
managing advertisement. AI tools that dealers use include either advertisement tools built into the platform or
third-party tools that implemented with the platform to provide additional functionality, such as sentiment or
competitor analysis. Social media end users typically communicate with AI in scenarios such as generating
hashtags, filters for image and video.
Conclusion :
Artificial intelligence is changing every aspect of life and helps solve complex problems with its many
application. In today’s world, there is no need for evidence to support the dissemination of intelligence. With
the help of AI business owners can find leads, create content, and track sales. Partnerships with intelligence
can help marketers, individuals, and advertising organizations increase the effectiveness of marketing
campaigns. At the same time, machine learning models, advanced analytical tools and deep learning network
algorithms manage to increase the benefits of using social intelligence. The potential and popularity of AI is
increasing. Artificial Intelligence has grown tremendously in the last few years and has application in almost
every industry/field. The reach of AI has spread to all areas of life , but its application in the business world
has also become deeper. Over the years ,influncer, content creators and audiences have witnessed rapid change.
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For social media user, now is the best time to witness the further growth of this industry. AI has widened its
reach in all the fields of life, but has made its way deeper in the marketing sector.
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and Yin Yang of Missouri University of Science and Technology .
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