Since the release of Chat Generative Pre-Training Transformer (ChatGPT) in 2022, artificial intelligence (AI) has rapidly evolved, with generative AI (gen AI) technology emerging in 2023 as a tool for creating new content and ideas, according to mycase.com. By 2024, organizations and media outlets began recognizing potential business applications for this technology, and McKinsey’s latest Global Survey on AI found that 65 percent of respondents report consistent use of generative AI in their organizations, according to mckinsey.com. As AI increasingly integrates into social media platforms such as Instagram, Snapchat, TikTok, Facebook, and X, experts and users are evaluating its impact on user experience and the broader implications for social media, according to aitimejournal.com.
Across various social media platforms, AI redefines user experience and business strategy. AI uses its facility to process user information and then distributes personalized content that correlates to individual user trends. Along with personalization, AI enhances customer service, where AI-driven chatbots answer users’ questions in real-time to generate quick, human-like responses. Additionally, AI is a part of content moderation and works to flag harmful content, making online environments safer, according to slash.com.
AI’s role in content moderation and personalization has become increasingly important as platforms aim to create safer and more engaging user experiences. This leverages AI to detect and flag harmful content such as hate speech or misinformation. Senior Amy Walsh, Co-Head of the Digital Wellness Taskforce, described how AI can promote a positive environment online and foster supportive communities.
“AI definitely has the potential to promote a positive environment on social media,” Amy said. “AI can help create supportive communities by identifying harmful content and reducing cyberbullying. Algorithms can flag hate speech, harassment, or misinformation, which makes social media safer. Plus, AI can personalize content, showing users posts that resonate with their interests or mental health needs, fostering a sense of belonging.”
AI transforms social media marketing through influencer partnerships, personalization, and advertising. By discovering niche influencers and detecting fraudulent accounts, AI enables brands to connect with their audiences. Furthermore, personalization thrives with AI, as platforms such as TikTok curate content so that users now treat it as a search tool. AI powers social listening, enabling brands to track consumer sentiment and adapt content accordingly. AI also maximizes Return on Investment (ROI) in advertising by identifying audiences, managing campaigns, and optimizing content, according to digitalmarketinginstitute.com.
Mrs. Ana Nystedt, Upper School Computer Science Teacher and Coordinator IBM Mentorship Program, discussed how much she believes AI will grow and the pros of adding AI to everyday use. She explained the significance of deepening one’s understanding of the uses of AI.
“The utilization of AI will continue growing in the future as companies and individuals experiment with different use cases,” Mrs. Nystedt said. “As with any technology, AI has advantages and disadvantages. For example, in fields such as medicine and science, AI can enhance the role of researchers and scientists by supporting them in generating new theories and medications. In this new role, researchers and scientists will interpret and validate the discoveries created by AI. It is important for all of us to continue learning about AI to make informed decisions. These decisions will be based on various factors, including the quality of the data sources used for learning, security, legality, economic incentives, ethics, biases in the models and data, as well as purpose and outputs.”
AI also raises concerns about algorithmic manipulation and privacy. Algorithmic manipulation is when the content online influences behavior, whereas privacy issues stem from the misuse or unauthorized sharing of personal data. This potential for misuse requires platforms to invest resources into combating bot activity, potentially eroding the benefits of AI. There are also privacy concerns with AI’s rapid content creation and data usage. Experts have stated that AI lacks the judgment to protect personal information, raising ethical questions about data protection, according to slash.com.
AI’s integration into social media offers notable enhancements but also presents challenges. Experts have raised concerns about algorithmic manipulation because AI-driven content can influence user behavior and privacy issues such as the unauthorized sharing of personal data. While AI algorithms can improve the user experience, individuals may exploit them for harmful purposes, prompting social media platforms to invest resources into addressing bot activity. Rapid AI-generated content and extensive data usage bring up ethical data protection and privacy considerations.
Meta AI recently launched an AI chatbot with popular apps like Messenger and WhatsApp, aiming to rival tools like ChatGPT and Google’s Gemini. This new tool has limitations and concerns. Ethical concerns arise with Meta AI’s image generation feature, and there is a risk of misinformation due to its ability to produce realistic but fake images. This raises questions about the potential misuse of these images outside of casual settings. Moreover, Meta AI’s performance inconsistencies make it unreliable for serious tasks, suggesting it is for casual use rather than as a dependable tool, according to The New York Times.
Amy pointed out some challenges AI presents in maintaining a positive online environment. These limitations can sometimes lead to unintended consequences, such as over-censorship or reinforcing negative behaviors. Amy emphasized that it is crucial to recognize its imperfections.
“AI is not perfect,” Amy said. “It can sometimes misinterpret context, leading to over-censorship or the suppression of valid opinions. Also, the algorithms often prioritize engagement over well-being, which can promote toxic behavior or misinformation just to keep users hooked. This can create echo chambers where negativity thrives, rather than a supportive atmosphere.”
Mrs. Nystedt explained how AI algorithms influence what content users see on social media by shaping their experience based on factors such as search history, engagement patterns, and user preferences. These algorithms raise questions about user autonomy and free choice. Mrs. Nystedt recognized the emerging trends in AI integration within social media platforms, emphasizing that as AI evolves, its role will become even more significant in how users interact with content, influencers, and brands.
“A content recommendation system is an AI algorithm […] that uses data about the user’s profile and AI/ML to suggest or choose the content offered to a user,” Mrs. Nystedt said. “It can come in the form of a recommendation, appear at the top of the list as the result of a ‘search,’ or be the next thing to display using autoplay, targeted ads, etc. It is the responsibility of the user to deliberately look for results and answers from reliable sources and not limit its choices to only the recommended content.”
Featured Image by Ava Briganti ’25
