Artificial Intelligence And Social Media: Why You Should Keep An Eye On It
For the tech-savvy, nothing excites them more than going down endless new rabbit holes – and artificial intelligence is a highly compelling one. AI is changing our lives in many ways, and perhaps the most blatant change shows in our interaction with social media.
In years past, it was all about likes or retweets. Today, you get AI influencers and content based on your interests and the language you use.
Reactions to this are mixed and controversial, but one thing’s for sure: AI is influencing social media.
This article will touch upon the “how” of this influence (with a heavy focus on AI influencers) and what it means for the tech industry moving forward.
How AI Is Influencing Social Media
Evolutionary algorithms. Chatbots. Sentiment analysis. As with any new tech, AI is being used for social media in ways we could not have predicted.
Evolutionary algorithms are being used to curate social feeds based on users’ interactions, personalizing ads according to browsing history, and ranking the popularity of content.
Chatbots are being used to deliver better customer service by providing accurate responses in both text and voice formats or sending direct messages to inactive customers. They can also function as automated “friends” that engage and interact with real people. (Think: having fun chatting with Siri back then.)
Sentiment analysis is based on natural language processing (NLP), and it’s being used in market research because it can provide insights into user sentiment about products or services before their release.
Examples of sentiment analyzers include the Naïve Bayes Classifier, which tries to identify sentiment by assigning a sentiment score to each word, or the Hinge algorithm that assigns sentiment scores to terms based on their co-occurrence.
Fun Fact: Facebook introduced the “emotions” option in status posting and “reacts” in order to slowly teach AI how to understand more nuanced emotions like your collection of rants!
Creating AI Influencers
Among all the tools we’ve mentioned so far, AI influencers remain the most sophisticated and revolutionary. Think about it; influencers are releasing more and more content. It’s becoming harder to stand out with originality, engagement, or quality.
But what if brands didn’t have to find real influencers? What if they could create their own AI-powered influencer? Or, better yet, what if YOU could create your own virtual alter ego in the future? Think that it’s too far-fetched and people wouldn’t bite?
Then you should know that the trend is already on the rise. According to social media consultancy firm Fullscreen, around 42% of millennials and Gen Z social media users follow or have followed AI influencers without realizing their artificial nature, and 55% have made a purchase due to that following. (2020)
We’re talking about a real money-making opportunity here!
And aside from their money-making potential, AI influencers have a unique selling point. The fact that they’re “created” means that they can be hyper-tailored for specific audiences with higher quality content.
In fact, a report by social media analytics firm HypeAuditor states that AI influencers generate around three times more engagement than human ones and build a following at a much higher rate.
What It Means For The Tech Industry Moving Forward
In general, AI influencers or AI for social media could be a game-changer for the tech industry, and the reason is simple: it’s all about productivity. According to MarketsandMarkets, the global AI in the social media market is expected to grow from $633.1 million in 2018 to $2,197.1 million by 2023.
“The increasing adoption of the AI technology for various applications in the social media sector and utilization of AI-enabled smartphones are expected to drive the growth of the AI in the social media market.”
Can you imagine? That’s a growth of more than three times! It sounds like a lot of AIs are being used.
So, as techie people, we should keep our eyes on this technology and how it influences social media because we will all be using these tools and skills for years to come.
The best part about the influence of AI on social media? It feels empowering. It transcends monetary value to the realm of human connection and what it means to society.
Will AI influencers manage to surpass human influencers? Will algorithms someday be capable of controlling our thoughts?
We don’t know yet. But any techie worth their salt knows that it’s all about the possibility.