News & Insights

AI and Social Media: Weighing up the Pros and Cons

16 Jan 2024

Izzi Anwell

Social Media Executive

Have you ever felt like your tech is listening to you? Have you ever logged into your favourite social app and realised that thing that you searched for last week on Amazon has suddenly popped up on your feed like it was there all along? It could be fate, your stars might have aligned, but the actual answer here is all down to AI.

Here are some ways in which AI is silently transforming the way we consume and interact online:

1. Personalised Content

By monitoring your activity online, AI can follow and track your engagements and interactions, learn from them and thus provide you with similar or relevant content next time you log in. From a marketing perspective, having access to this sort of information can help marketers and brands alike tailor advertisements, tap into untapped target groups and gain a general insight into what consumers want.

2. Seamless Customer Service

Wait no more for your query to be answered, an AI chatbot will get back to you in no time. The introduction of AI-powered chatbots has revolutionised the customer service landscape, providing quick and knowledgeable answers to basic customer queries, limiting frustration overall and improving time efficiency.

3. Content Creation and Scheduling

We all know of AI’s applications within spheres such as music and art for example but AI is also being used to generate and schedule content for social media. Whether you need a unique visual, some engaging copy or an out of the box idea, AI can do it all.

4. Influencer Matchmaking

With the popularity of influencer marketing at an all time high, sometimes attempting to find two or even one influencer to represent your brand can be an impossible task as there are just so many. Unlike us mere humans, AI has the unique ability to search and filter through huge qualities of data in a matter of minutes which is why marketers are now relying on its skills to find them the perfect influencer.

Despite its numerous advantages, integrating machine-learning technologies comes with its own risks and ethical challenges.

The biggest and potentially the most-publicised issue surrounding the use of AI on social media is that of data privacy. Infamous, large scale data breaches like that of Facebook’s Cambridge Analytica have caused social media users to become more wary of what information these platforms have access to, how information is being gathered and what it's being used for. Unfortunately, AI is only exacerbating this issue as, because of its consistent growth, there is very little that can be done in terms of moderating what is accessible to it.

A balance has not yet been struck between protecting user information whilst also providing targeting advertising. Secondly, AI’s recent advancements has made it even more difficult for us to identify fabricated information and fake news which has led to the increased and continued spread of misinformation online. Deep fakes and bots continue to spread malicious and manipulative information which, as AI becomes more advanced, is becoming harder to spot. In order to get the most out of this amazing technology and utilise it to its fullest potential, consideration of both the advantages and disadvantages it brings is more important than ever.

If you would like to find out how you can implement AI into your business operations, get in touch with us today!

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