{"id":56888,"date":"2024-09-02T13:01:09","date_gmt":"2024-09-02T12:01:09","guid":{"rendered":"https:\/\/grayling.com\/?p=56888"},"modified":"2024-10-22T17:49:19","modified_gmt":"2024-10-22T16:49:19","slug":"deep-dive-into-social-medias-ai-revolution","status":"publish","type":"post","link":"https:\/\/grayling.com\/es\/news-and-views\/deep-dive-into-social-medias-ai-revolution\/","title":{"rendered":"Meta The Devil You Know? A deep dive into Social Media\u2019s AI revolution"},"content":{"rendered":"

From schedule management to entertainment\u2026 Artificial Intelligence is fast creeping into every crevasse of our lives, and social media is no exception. Whilst it\u2019s 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.<\/p>\n

Content & Text Generation<\/strong><\/h5>\n

A variety of generative AI models, including Meta owned \u2018Meta AI\u2019 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<\/a>, 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.<\/p>\n

AI Influencers<\/strong><\/h5>\n

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\u2019s recent unveiling of its first AI influencer, Reem<\/a>. Reem sparked a great deal of controversy due to arguments that she promoted unrealistic beauty standards and effectively \u2018stole\u2019 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.<\/p>\n

In-app training <\/strong><\/p>\n

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\u2019s AI systems<\/a>. This has sparked a significant degree of concern, with many users becoming fearful that their uploads are effectively being \u2018mined\u2019 and used to train AI bots in content replication. Brazil\u2019s national data protection agency (ANPD) has gone as far as banning this practice, suspending Meta\u2019s latest privacy policy in the country. A Meta spokesperson has described this decision as \u2018a step backwards for innovation\u2019 and one that will cause \u2018delays [in] bringing the benefits of AI to people in Brazil.\u2019 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 \u2018on\u2019 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.<\/p>\n

 <\/p>\n

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\u2019s social media strategies and their audience\u2019s platform experiences when underpinned by a mindful, knowledge-driven approach.<\/p>\n

 <\/p>\n

This blog was written by Nancy Oliver, Social Media Manager, in our Edinburgh office<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"From schedule management to entertainment\u2026 Artificial Intelligence is fast creeping into every crevasse of our lives, and social media is no exception. 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