Our lives now primarily revolve around social media, and the implementation of AI has the potential to improve user connection and communication. The adoption of AI and Machine Learning (ML) technologies, as well as widespread digital transformations, are recent trends that will likely accelerate business expansion and improve client satisfaction.

AI has the potential to revolutionize how businesses use social networks like Facebook, Instagram, and Twitter to market their products. It can automate a variety of time-consuming tasks involved in managing social media, including social media monitoring on a large scale. Social media marketers can better understand their audience and cater to their needs thanks to AI. By doing this, they can more effectively target their advertising and produce content.

We examine some of the ways social media sites use AI to their advantage and benefit their users.

Facebook: FAIR, short for Facebook Artificial Intelligence Researchers, is a Facebook team researching and developing AI systems that are on par with human intelligence. To understand how people use various languages, slang, abbreviations, and exclamation points in order to learn the context, Facebook uses an AI tool called Deep Text to monitor the comments, posts, and other data generated on Facebook.

The Applied Machine Learning team developed an AI-based automatic translation system that enables users to view translated posts in their News Feed, removing communication barriers caused by the dispersed user base. Face recognition is a further application of AI used by Facebook, as it can suggest people tag in pictures. Additionally, Facebook has added chatbots to its application.

Twitter: Understanding what tweets to recommend to users on their timelines is one of the many ways Twitter uses AI in its platform. For a more individualized experience, it aims to suggest the most pertinent tweets to users. Twitter uses AI to combat offensive remarks as well. To stop hate speech, fake news, and illegal content from appearing on the platform, the company has begun imposing fines in the UK and Germany.

Twitter tracks and deletes offensive messages using IBM Watson and natural language processing (NLP). Watson can analyze millions of vulgar and inappropriate messages in a matter of seconds because it also messes with the tones of the messages and the meanings of various visuals.

Snapchat: To overlay digital animation on videos, Snapchat uses ML models and augmented reality technology. The company’s AI engineers are developing deep learning models that can, for example, intercept hand gestures. These hand gesture models can then be imported to produce other augmented reality features. To better serve its user base and make these technologies accessible to them, the platform is incorporating AI.

Instagram: In 2010, Instagram, a social networking application for sharing images and videos, was released. It now has about 1 billion users who log on each month, and Facebook owns it. Big data and AI were used by the platform to improve user experience, filter spam, and increase the effectiveness of targeted advertising. Users of the platform can locate images of a particular activity, location, event, restaurant, meal, or discovery experience using tags and trending information. Instagram employs AI to counter hate speech and cyberbullying, similar to most social media sites. These messages and posts are recognized using Deep Text, and they are then deleted from the platform.