Challenges in Social Media in the Age of Generative AI
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- Ganesh Dhane
- 11 October, 2024
The way businesses and people communicate with audiences is changing as a result of generative AI technology. We’re in a world where generative AI has the power to produce text, photos, and videos. It presents both opportunities and difficulties when included into social media marketing strategy.
Generative AI has brought many challenges in social media including securing sensitive information, preserving brand continuity, preserving authenticity, striking a balance between AI and human creativity, and making sure content connects with consumers.
Deep learning models and natural language processing technologies are combined to create generative AI, which is being used in social media to improve user engagement, automate content generation, and personalise experiences.
With chatbots, it can mimic human-like conversations and produce images and posts. Digital communication may be created more quickly and effectively thanks to this technology, which streamlines content development. But because technology also allows for real-time replies and customised interactions, it also brings challenges of social media marketing that includes creativity, authenticity, and audience engagement.
Social media and misinformation, including deep fakes are two of the most emergent issues that Generative AI pose. With the help of AI, the content generated has a tendency of looking so natural that it is hard to accuse its creator of having a malicious intention of changing popular opinion.
For instance, the deep fake videos can portray a certain personality as having said or done something they had not said, resulting in severe societal, political, and even economic implications.
If fake news is spread through social networks, they can cause the spread of clichés and conspiracy theories, insults and even incitement to the use of violence.
Identifying and managing such AI-produced fake news is a challenge that still deflects the smartest technologies as contemporary generative AI applications advance over time.
Currently social media sites try to do content moderation and to protect freedom of speech and at the same time to sort through the huge amount of content created daily.
Thanks to generative AI, there is barely any difference between creating new material and copying or mimicking it. This poses questions about content credibility and ownership and ownership of idea content.
The next frontier is when AI can win awards or be original, for now, AI can mimic the creativity of humans, and this means that it is difficult to discern between real art and computer generated art, music and text.
For content creators this has been a ‘catch 22’. It gives you ideas and also increases productivity since some work that would have had to be done manually is done by the tools.
Meanwhile AI created posts has resulted in copyright issues because writers create new works having no idea that they are actually copying the original work.
For social media it becomes problematic under what circumstances should original human-generated content be differentiated from AI-generated works? This must be met while respecting the intellectual property rights of persons who created original pieces.
The popularity of AI-content entails a challenge in social media that is a growing difficulty for users in trying to distinguish pictures or videos, for example, created by deep learning from the original ones.
This is so because social media platforms are commonly associated with fake news, altered images and misleading advertisements. The above issues become more complicated with the emergence of Generative AI, with standard user trust in the platform, as well as the content they read, being at risk.
If users are in doubt whether the content is generated by real people or AI, the very essence and purpose of social platforms –people’s communications – can be at risk.
Biasness and ethical issues are among the leading challenges in social media. Generative AI models are trained on millions of data samples but they have a training data set bias. Due to this, AI models may help to develop prejudiced concepts, and the introduction of irrelevant content in the proper context may be made.
For instance, the AI might produce text or an image that contains bias or promotes prejudices that are undesirable. In the context of social media this may exacerbate these biases and cement the existing divisions in society based on inequalities.
Also, the ethical problems come into the foreground, for example, the possibility of developing AI-based negative-controlled communication nodes/bots/notional personas for organisational social manipulation.
The two main concerns for the social media companies are the development of the transparency and accountability of the AI technology and the fair use of the AI by the individuals.
AI brings efficiency in creative industries but the question that arises here is whether AI will take over jobs in these industries.
The platforms where many of these elements are disseminated and consumed will be social media, through this shift. The question is how to strengthen these pro-competitive effects without undermining the individual creative proprietors of AI autonomy.
Such development could create unwanted pressure on creators to engage in the production of similar AI-like works, which could be the beginning of the weakening of the recognition of the value of unique creative inspiration by creators themselves.
Maintaining humanness and authenticity in the generative AI into social media presents a difficulty. Users need relatable content on social media platforms, yet content produced by AI may lack the emotional complexity and nuance that come from firsthand encounters.
A break between the brand and the audience may result from this. By using AI for repetitive jobs and saving more individualised and emotive material for human creators, companies may combat this by making sure that AI-generated content is complimented by real human interactions.
As per experts at Movinnza- Social Media marketing agency, the right mix of AI and human creativity is essential in the era of generative AI.
AI cannot replace human creativity, even though it can automate the creation of content. Managers of social media platforms must strike a balance between human input and AI capabilities.
While AI can come up with ideas, recommend several versions of the same content, and optimise articles, human creativity and original viewpoints are invaluable. Artificial intelligence (AI) should be used by brands to support and augment human creativity, enabling the creation of content quickly while preserving uniqueness and emotional connection.
Generative AI has reinvented social media in terms of content creation, distribution and reception mechanisms.
On the positive side, filtering provides an outstanding opportunity to enrich the content with individual preferences, increase the attention level and open new vistas for creativity. At the same time it implies a number of threats, which are ultramodern ethical and social. Such challenges are complex in that they trigger problems in several sectors, organisations, as well as ordinary clients.
Because Generative AI depends so heavily on algorithms and data, consumers find it difficult to connect with AI-generated material. Broad data sets might not appropriately reflect current trends or target the interests of certain audiences.
For any social media marketing agency, using generative AI in social media requires maintaining brand consistency because AI-generated material needs to reflect the company's identity, values, and voice.
Artificial intelligence (AI) systems have the ability to generate material that deviates from set standards, resulting in inconsistent messaging and tone. To overcome this, companies should create explicit content guidelines, train AI systems, carry out routine audits and reviews, and involve humans in the content review process to guarantee that content produced by AI complies with brand guidelines.
The advent of Generative AI is both a blessing and a curse to social media. It does allow for levels of creativity and customer customization beyond anything previously possible, however it also poses some very significant problems concerning facts, credibility, morality and work.
The solutions to these challenges of social media marketing will have to be developed through the combined input from social media platforms, policy makers, the technological implementers and the general user population to develop a responsible environment for social media.
It is, therefore, important to emphasise how through the progression of the technology AI will remain beneficial to, rather than a detriment to society.
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