ARTIFICIAL INTELLIGENCE – ITCX108

A Case Study on Applications of

Artificial Intelligence
in social media

NAME: - S YUGESH AND

SYED MOHAMMED SUHAIL
RRN: - 200081601046 AND 20081601043
BRANCH: - B. TECH IT
YEAR: - 3RD
 A Case Study on Applications of Artificial
Intelligence in social media
Abstract: The Artificial Intelligence (AI) has revolutionized in information technology. AI is a
subfield of computer science that includes the creation of intelligent machines and software that
work and reacts like human beings.
AI in social media holds the potential to transform how brands market across platforms like
TikTok, Snapchat, Facebook, Instagram, Twitter, and LinkedIn.

Today, AI can create social media posts for you. It can draft and target social ads. It can automate
monitoring. And it powers most of what you see on any given social network.
That might be why the "AI in social media" market is projected to grow from $633 million in 2018
to more than $2.1 billion by 2023, according to estimates from Markets and Markets.

But AI isn't just some buzzword. It's real technology that social media marketers can use today
to get incredible results.
1. INTRODUCTION:

Artificial intelligence was coming into existence1956. It has rapid progress in more than 50 years.
AI sense machines will improve human abilities in numerous zones. As it is claimed that artificial
intelligence is apply very widely in the research of computer science and operational research
areas. Intelligence is commonly considered as the ability to collect knowledge and reason about
knowledge to solve complex problems. In the near Future intelligent machines will replace human
capabilities in many areas. Artificial Intelligence is the study of mental faculties through the use
of computational models. Artificial Intelligence is playing an important role in understanding and
performing intelligent tasks such as reasoning, learning new skills and adopting to new situations
and problems. The different distinctive methods applied in artificial intelligence are Neural
Network, Fuzzy Logic, Evolutionary Computing, and Hybrid Artificial Intelligence.
Demis Hassabis CEO of AI company DeepMind, calls artificial intelligence the "science of making
machines smart."

That means we teach machines to mimic human intelligence. We give them the ability to see,
hear, speak, move, and write.

You see these abilities on display in the smart hardware and software you use every day. Your
smartphone uses AI to power voice assistants and real-time navigation. Your favorite
companies, like Amazon and Netflix, use AI to recommend products and content. And email
clients like Gmail even use AI to automatically write parts of emails for you.

AI's most impressive capabilities are powered by machine learning. Machine learning is a subset
of AI that allows machines to make accurate predictions based on large sets of data. The smartest
AI tools then actually improve the accuracy of their predictions over time. This ability to get
smarter, often without direct human involvement, is why AI is so powerful.

Give AI enough data, and it can unlock potentially unlimited performance potential.
Today, AI technology uses data to make increasingly relevant and accurate predictions about
everything from what product you want to buy next to which ad campaign to run to which content
topics to cover on your blog.
AI can read and write using natural language generation and natural language processing. It can
detect and mimic tone of voice using sentiment analysis. It can detect images, video, and faces
using image recognition and computer vision capabilities. AI can even predict performance and
recommend actions.

In turn, these capabilities can be used to give your social media marketing superpowers.
2. BACKGROUND INFORMATION:

Posting and engaging on social media is a key piece of most companies' digital marketing
strategy—and AI can help you do it better than before.
In social media, AI can both accelerate revenue and reduce costs across a range of use cases.
Accelerate Revenue

Because AI learns from data, it can use data from social media audiences to accelerate revenue
in a number of ways, such as:

 Learn which headlines, words, and images in posts lead to the most engagement
 Discover new audiences and trends based on sentiment analysis

 Predict who will take action and buy more, then target them with social messages
Reduce costs

AI can also be used to reduce costs across social media marketing activities, by making your
work more efficient and automated. In fact, AI can:
 Automate and scale the creation of content for social media

 Automatically resize and reformat creative for different channels

 Automatically target social media audiences with ads and regulate spend
3. PROBLEM DEFINITION:

Privacy and Surveillance: most social media applications collect personally identifiable data
under the allegation that these are needed for the AI to learn how to personalize users’ experience
on platforms. However, the data collection granularity is not explicit and users are manipulated
into leaving more data than ever before. Surveillance is the business model of the Internet. In
addition, as our lives become ever more digital, there are more sensor technologies to learn about
our non-digital lives, which goes against “the right to be let alone” and the right to secrecy.

Manipulation of Behavior: the personal data collected via the aforementioned “surveillance
capitalism business model” is oftentimes used against users themselves. The digital activity
provides deep knowledge about personal preferences and traits; this, in turn, makes users easy
targets not only for advertisement, but also baseless political and scientific opinions, conspiracy
theories, and misinformation. Fake news has been used in order to manipulate entire groups of
people, and can be conveniently fabricated with modern technology. There are AI techniques that
can generate entire pieces of text, and powerful machine learning algorithms have also been used
for manipulating audio-visual content. Deepfake, for instance, is a synthetic image or video in
which the original content is replaced with something similar. Audio can be manipulated as well in
order to create “voice skins” or “voice clones” of public figures. Fake news and deepfake content
are the fuel for novice bots. These agents are effective in spreading heavily altered facts,
amplifying messages, and manipulating public opinion due to their ability to generate large
amounts of content in a short period of time. The manipulative side of social media harms not only
the autonomy of individuals but may also undermine critical thinking since humans often prioritize
information that is already aligned with pre-existing views and values. In other words, there’s a
risk of users becoming susceptible to information bubbles and developing highly polarized views
if rarely exposed to differing opinions.

The opacity of AI systems: in the context of social media, there’s a lack of community
engagement and auditing towards algorithmic decisions. It is virtually impossible for users to know
how an application came to a conclusion because algorithms are not always transparent, in the
sense that the reasoning behind recommendations is not clear to end-users. On YouTube, for
instance, users can opt-out of receiving specific video recommendations, but they don’t have the
option to specify why. Besides, users cannot choose to receive nor to stop receiving
recommendations on specific topics, since videos are suggested mostly based on activity history
(Google, 2021).

Bias in decision systems: bias typically surfaces when the individual making the judgment is
influenced by an irrelevant characteristic that is usually a discriminatory misconception about
members of a group, leading to unfair judgments. Algorithms don’t have the ability to differentiate
stereotypes from bias; such things are embedded by humans, and many algorithms simply
replicate and amplify human biases, which affect mostly minority groups. Recently, Facebook and
Instagram have been criticized for “shadow-banning” black users. This means that the algorithms
have shown a tendency to limit the places where black people’s content appears on both
platforms, without users realizing it.

4. PROPOSED SOLUTIONS:

How developers can counteract AI ethical issues on social media

As mentioned before, AI can be harmful to society if no ethical rules are imposed. The companies
behind social media applications have been attempting to be more ethical technologically, which
is, unfortunately, still not enough; money, power, and political influence still motivate different
groups and companies to continue on creating computer-driven means of human manipulation
and control. Therefore, the AI Ethics framework needs to imply that the developers will be
penalized if they choose to not comply with regulations.

In regards to increasing privacy and mitigating surveillance, the General Data Protection
Regulation (GDPR) is an example of a set of directives that aims at granting citizens greater
control of their own data, helping businesses build more trusting relationships with their customers
and the public in general. From the start, it should be made clear what kind of data a company will
collect on its users, and for what purposes.

As for the spread of misinformation and manipulation of behavior, auditing is a way to restrain
novice content. YouTube, for instance, has banned roughly 200,000 misleading videos on COVID-
19 from the platform. A promising and automated approach to fight against fake news is to use
natural language processing for automatically classifying pieces of text as faulty or not, as well as
relying on techniques such as feature extraction, social context modelling, and sentiment analysis.
Google and Facebook have adopted approaches to detect and flag fake news, but there is still no
proactive means of eradicating misinformation altogether. Even though dealing with fake news is
a valuable effort, applying fact-checking techniques in the exact moment when a user attempts to
upload content to the internet could be a way of nipping fake news and deepfake content in the
bud. Furthermore, imposing users to acknowledge the veracity of the content they’re sharing could
potentially deter them from spreading inaccurate information.

The formation of social media bubbles and the consequent political polarization is harmful
setbacks of how social media algorithms work. YouTube, for instance, has unintentionally pushed
users towards alt-right video content merely in an attempt to keep users in a cycle of video-
watching, since it is in the interest of the website that users keep consuming content, they find
engaging. The platform tends to enforce individuals’ biases since it aids in selective exposure.
However, personalized video recommendations that challenge one’s beliefs instead of
reassuring them could be a healthy means of bursting social media bubbles, as well as instigating
debate and critical thinking in users.

In a similar fashion, the lack of transparency experienced on social media could be mitigated by
involving users in important decisions from the beginning. It should be possible for users to find
answers to questions they might have, e.g.: “Why was this video recommended to me?”, “Who
viewed the posts I shared?”, “Do I still want them to see my content?”. Moreover, social media
algorithms tend to reflect existing human biases, so it is necessary that such platforms make
genuine efforts to counterbalance embedded human bias. To add fairness and avoid making
potentially biased decisions, it is sensible to work with more diverse training datasets and a more
diverse team of developers so that the algorithm does not reproduce the stereotypes we are trying
to mitigate as we build a more inclusive society (Coded bias, 2020).

How end-users can protect themselves from AI ethical issues

Firstly, it’s important to regularly check which applications are installed on the user’s devices and
whether they collect personal data. If that’s the case, and such applications deliver value, it’s worth
ensuring that only crucial information is being shared with these applications to minimize
exposure. Companies under the European GDPR regulation are obligated to notify users
whenever there has been a data breach — in that case, users should be aware that they have the
right to ask their data to be deleted from platforms. Individuals can request data erasure and
companies have about one month to delete the data.

Another way for users to detour manipulation of behavior is to purposely consume content that
is not usually served to them; new content could be incorporated into their social media bubbles,
in order to reduce bias. Besides, users should be skeptical of information received on social media
and double-check content against reliable and reputed sources. The emotional tone of the audio-
visual content, the number of ads, the argumentation consistency, and the use (or absence) of
logical fallacies are some of the indicators that should be considered when assessing the veracity
of content online (Mesquita, 2020). Last but not least, it is important that users speak up and
expose companies publicly whenever they feel affected by algorithm biases and/or lack of
transparency.

5. ANALYSIS AND FINDINGS:

To Recognize Images
AI-powered image recognition software and tools help in recognizing various images to
understand the change in users’ behavior or pattern. Through complex algorithms, it can go
through millions of images to bring out valuable information.

AI-Powered Chatbots
Businesses running over social media can use AI-powered chatbots to answer their customers’
queries in no time. AI-enabled chatbots can efficiently conduct conversations with the consumers
and provide them the required answers by understanding the intent of a query. With this,
businesses can improve customer experience to a significant level.

Analyzing Sentiments
Since AI can analyses the nature or intent of a query or comment or something posted by a
user, it can help brands to identify sentiments to know how you feel. For this, AI uses another
subset known as natural language processing. NLP also helps in finding out positive and
negative wordsin a post or comment.

Increased Security
AI can help social media platforms to protect the user data and increase the privacy of their
information. Through user authentication, pattern detection, fraud prevention, and other features,
this technology can help users to improve the security of their social media accounts.

6. CONCLUSION

Artificial intelligence is helping social media platforms to manage the pool of data and make sense
of it to know the latest trends, user behavior and their interests, find out and block abusive
content, and for various other purposes. It has a bright future in this industry as it improves user
experiences and help brands to serve them better. AI also plays a major role in social media
marketing by letting the brands measure the performance of the company and identify users that
can be converted into potential customers. To integrate artificial intelligence in your existing social
media application or to build a new AI-powered social media app, reach out to a reliable AI
development company, or hire AI/ML developers.