From schedule management to entertainment… Artificial Intelligence is fast creeping into every crevasse of our lives, and social media is no exception. Whilst it’s common knowledge that algorithms play a role in personalising our experiences of the channels we use daily based on factors like our age, region and browsing habits, this is merely scratching the surface. From AI-influencers to content generation, here are some of the lesser recognised ways that Artificial Intelligence has woven itself into our feeds recently.

Content & Text Generation

A variety of generative AI models, including Meta owned ‘Meta AI’ are being adopted by users and brands as a shortcut to original content creation, normally in circumstances where the content would be difficult or dangerous to capture or where the content must depict an idea or concept that has not yet been finalised e.g. a renovation project. Text can also be natively generated by AI in most platforms, for various purposes e.g. LinkedIn job descriptions. Some channels like Instagram even allow users to make in-app enhancements to their content such as adding AI generated stickers and backgrounds to story uploads. Meta has now introduced voluntary AI-tagging, which encourages users to disclose if their post is AI-generated or includes AI-enhancements. We may see tighter guidelines surrounding AI-content generation as it becomes common-practice like compulsory disclosure and limitations on the nature of AI-produced content that can be uploaded, to improve platform transparency.

AI Influencers

Whilst far from being commonplace, AI influencers are on the rise as a more affordable option for brands compared with their human counterparts. Programmed to mimic real influencer behaviour by promoting products and interacting with digital audiences through automated comments, computer generated social media creators have been used by a range of brands from Dior to Dominos. The lack of geographical limitations, low-cost model, and possibility for brands to maintain absolute control over campaigns from conception to completion, increases their appeal. However, aside from the clear difference in ability to form emotional connections with audiences, questions around the ethics of AI influencers are often raised. This was demonstrated through fashion and lifestyle platform SheerLuxe’s recent unveiling of its first AI influencer, Reem. Reem sparked a great deal of controversy due to arguments that she promoted unrealistic beauty standards and effectively ‘stole’ a job opportunity. This example highlights how necessary it is for brands to weigh up the benefits versus potential implications of incorporating AI into their business models, particularly if they centre around authenticity.

In-app training

The increasing prevalence of Artificial Intelligence in the digital space has led to channels like Instagram effectively becoming teachers. As part of a recent update, Meta has announced that it has begun leveraging information, including photos, videos, and captions from public posts to train it’s AI systems. This has sparked a significant degree of concern, with many users becoming fearful that their uploads are effectively being ‘mined’ and used to train AI bots in content replication. Brazil’s national data protection agency (ANPD) has gone as far as banning this practice, suspending Meta’s latest privacy policy in the country. A Meta spokesperson has described this decision as ‘a step backwards for innovation’ and one that will cause ‘delays [in] bringing the benefits of AI to people in Brazil.’ Whilst Meta has given users a degree of power in the form of being able to opt-out of the policy within their account settings, the function is toggled ‘on’ by default for all users. This raises questions around consent and highlights the need for further education for social media users around potential usage of their uploads.

Designed to make our lives easier, but not without a few queries along the way, Artificial Intelligence is just at the beginning of its rapid revolution. Whilst channels are increasingly encouraging social media users to embrace AI, the need for brands and individuals to remain cautious is evident to ensure that they are empowered with knowledge of its strengths, weaknesses and any potential implications. Improved personalisation, optimised content strategies and the ability to stay agile and adaptive are just some of the ways that AI can assist in enhancing brand’s social media strategies and their audience’s platform experiences when underpinned by a mindful, knowledge-driven approach.

This blog was written by Nancy Oliver, Social Media Manager, in our Edinburgh office.