As AI Use Grows, Social Media is Reaching an Inflection Point

Social media was premised on delivering platforms where people could interact authentically. Platforms promised to foster genuine connections, allowing users to see the things they were generally interested in, such as the photos of a friend’s wedding or your nephew’s dog. Even the influencers who championed different causes or niches were actually human. With the ascent of AI, the human aspect of social media is being crowded out by algorithms and AI-generated content geared at maximizing clicks or driving adverts.

Today, when users go to their feed on social media, the bulk of the content that comes up is often AI-generated, and algorithms usually promote such content since it has been designed to maximize engagement through the use of clickbait, sensational content and extremist viewpoints.

Steve Huffman, the CEO of Reddit, pledged early this year to keep the platform human. This promise was a clear admission that the platform was being swamped by machine-generated content, a departure from the original concept of the platform. Many people have also complained about an increasing fraction of the content on TikTok being narrated by AI characters rather than humans who own the accounts.

Even sites like OnlyFans haven’t been spared from the decline in authenticity. Many complaints have been raised about people who thought they were engaging with a celebrity, only to discover that the person at the other end was a hired hand on another continent, many times of a different gender from the gender of the account holder.

James O’Sullivan, a lecturer of digital humanities and English in the UK says the demise of authenticity as bots and the need to monetize content take over many social media platforms has resulted in plummeting engagement levels across the board. He cites X and Facebook posts that now see a paltry 0.15% level of engagement. As for Instagram, engagement levels have registered a year-to-year decline of 24%. TikTok too is reaching a plateau in terms of engagement.

The writing on the wall is clear; people are pulling back from conversing or connecting on social media in contrast to what used to happen in the past. Endless scrolling is now the order of the day, and with it has come a growing discontent with these platforms.

Social media is fast reaching an inflection point at which users could start abandoning the platforms if nothing is done to foster connections between humans as opposed to prioritizing metrics geared at driving revenue. Will major players in the social media space like Meta Platforms Inc. (NASDAQ: META) rise up to the occasion, or should things get a lot worse before meaningful reforms can be made?

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