Marketing opportunities emerge as AI technologies continue to grow and craft our social media algorithms. These changes in terms of content consumed by users might not be as glorious as it looks and may be a menace to our society.
The role of AI in social media algorithms and its issue
Algorithms created by AI are created with autonomous organic learning based on each user’s activity on social media (BĂDĂU, 2019). The AI is learning by accumulating and collecting a huge amount of information regarding the user’s information. The astronomical increase in data over the past years enabled this domain to benefit from a huge evolution in terms of size and importance. These data are used to generate content to make each user’s experience on the media platform better by exposing him to content that fits his need before even manifesting the need to consume this type of content (BĂDĂU, 2019). This is causing an issue in terms of free will where AI takes decisions over the human mind.
Other issues like segregation, selection bias, and polarization are in play with such technology (Benavent, 2016). Making content homogeneous for all users affects society in terms of opinion and common sense. As we observe the censorship culture growing, people less tend to express themselves and tend to agree and follow popular opinion. Again, this is caused by the fact that we are all consuming and learning from what AI is feeding us through an algorithm that is supervised by humans (BĂDĂU, 2019).
Why should marketers be concerned?
While brands have no choice but to follow the technological shift, all brands are taking part in this connected world (N’Goala, 2016). This also means that marketers will have to conform to these preconceived ideologies and the common opinion of the public leaving small flexibility in terms of creativity and messages that target their consumers.
BĂDĂU, H. M. (2019). Does Non-Supervisory Learning of Algorithms with Artificial Intelligence Limit or Encourage Creativity? Journal of the Seminar of Discursive Logic, 112-127.
Benavent, C. (2016). Big Data, algorithmes et marketing : rendre des comptes. Statistique et société, Vol. 4, N° 3, 25-35. http://publications-sfds.fr//index.php/stat_soc/article/view/576
N’Goala, G. (2016). Le marketing dans un monde connecté, un monde de paradoxes…. Décisions Marketing, 84, 5-18.