How AI & ML are Transforming Social Media?
With the advancement in technology and artificial intelligence, various AI-based application platforms have been gaining popularity for a long time. AI has turned out to be a boom for popular Social Media platforms like Facebook and Instagram. To know more about AI and Machine Learning development services in Social Media, continue reading this article!
Today Artificial Intelligence has been a major component of popular Social Media platforms. At the current level of progress, AI for social media has been a powerful tool.
What is Artificial Intelligence?
The term artificial intelligence (AI) refers to any human-like intelligence shown by a machine, robot, or computer. It refers to the ability of machines to mimic or copy the intelligence level of the human mind. This may include actions like understanding and responding to voice commands, learning from previous records, problem-solving, and decision-making.
Many companies are providing AI application development services, which has made it easy for organizations to adopt AI and ML-based applications.
What is Machine Learning?
In general terms, Machine learning (ML) is a subset of AI focusing on building applications and software that can learn from past experiences and data and improve accuracy without being specifically programmed to do so. Machine learning applications learn more from data and are designed to deliver accurate results.
How AI works?
Not going deep into the engineerings and software development part of AI, here is just a basic description of working of AI:
Using ML, AI tries to mimic human intelligence. AI can make predictions using algorithms and historical data.
AI and ML in Social Media
Today, there exist several applications of AI and ML in different social media platforms. Big Companies have been using AI for a long time and are still into improvising their platforms and also acquiring small firms. There exist varieties of AI and Machine Learning App Development Services that are making the adoption of AI and ML possible.
AI is being used on Social Media platforms in various ways. Some of them are mentioned below:
Analyzing pictures and texts
Avoiding unwanted or negative promotions
Content flow decisions
Social media insights, etc.
It may sound surprising but your favorite social media apps are already using Artificial Intelligence and Machine Learning.
1. Facebook and AI
Whenever it comes to social media, the first name that comes to mind is Facebook. Talking about cutting-edge technology, repurposing user data broken down into billions of accounts, Facebook is the leading social media platform.
Users on Facebook are allowed to upload pictures, watch videos, read texts and blogs, engage with different social groups, and perform many other functions.
Thinking of such a crazy and huge amount of data, a question arises how Facebook handles such data? Here, AI in Facebook comes in handy.
Facebook and the use of AI in Social Media
Here are some major examples of AI applications in Social Media:
Facebook’s Text Analyzing
Facebook has an AI-based tool “DeepText”. This tool provides deep learning and helps the back-end team to understand the texts better and that too around multiple languages and hence provide better and more accurate advertising to the users.
Facebook’s Picture Analyzing
Facebook uses Machine Learning to recognize faces in the photos being uploaded. Using face recognition, Facebook helps you find users that are not known to you. This feature also helps in detecting Catfishes (fake profiles created using your profile picture).
The algorithm also has an amazing feature of text explanations that can help visually disabled people by explaining to them what’s in the picture.
Facebook’s Bad Content Handling
Using the same tool, DeepText, Facebook has been hailing the inappropriate or bad content that gets posted. After getting notified by AI, the team gets to work to understand and investigate the content.
As per the company guidelines, we get to see a few things that are flagged as inappropriate content:
Nudity or sexual activity
Hate Speech or symbols
Fake Profiles or fraud
Contents containing excessive violence or self-harm.
Violence or Dangerous organizations
Sale of illegal goods
Intellectual property violations, etc.
Facebook’s Suicide Preventions
With the same tool, DeepText, Facebook can recognize posts or searches that represent suicidal thoughts or activities.
Facebook has been playing a crucial role in suicide prevention. With the support of an analysis based on human moderators, Facebook can send videos and ads containing suicide prevention content to these specific users.
Facebook’s Automatic Translation
Facebook has also adapted AI for translating posts automatically in various languages. This helps the translation be more personalized and accurate.
2. Instagram with AI
Instagram is a photo and video-sharing social media platform that has been owned by Facebook since 2012. Users can upload pictures, videos (reels and IGTV) of their lifestyle, and other stuff and share them with their followers.
This platform is used by individuals, businesses, fictional characters, and pets as well. Managing all the data manually is next to impossible. Therefore, Instagram has developed AI algorithms and models making it the best platform experience for its regular users.
Instagram and the use of AI
Instagram Decides What Gets on Your Feed
The Explore feature in Instagram uses AI. The suggested posts that you get to see on your explore section are based on the accounts that you follow and the posts you’ve liked.
Through an AI-based system, Instagram extracts 65 billion features and does 90 million model predictions per second.
The huge amount of data that they collect, helps them to show the users what they like.
Instagram’s Fighting against Cyberbullying
While Facebook and Twitter are dependent mostly on reports from users, Instagram automatically checks content based on hashtags from other users, using AI. In case something is found against the community guidelines, the AI makes sure that the content is removed from Instagram.
Instagram’s Spam Filtering
Instagram’s AI is capable of recognizing and removing Spam messages from user’s inboxes and that too in 9 different languages.
With the help of Facebook’s DeepText tool, Instagram’s AI can understand the spam context in most situations for more filtration.
Instagram’s Improved Target Advertising
Instagram can keep a track of which posts have most of the user engagements or the user’s search preferences. Later, Instagram with the help of AI makes target advertisements for companies based on all such databases.
Instagram handling Bad Contents
Since Instagram is owned by Facebook, more or less, Instagram also follows the same community guidelines over bad content.
3. Twitter and Use of AI
On average, Twitter users post around 6,000 tweets per second. In such a case, AI gets necessary for dealing with such a huge amount of data.
Tweet Recommendations - AI in Twitter
Twitter firstly implemented AI to improve and give users a better user experience (UX) that would be capable of finding interesting tweets. Now, with the help of AI, Twitter also detects and removes fraud, propaganda, inappropriate content, and hateful accounts.
This recommendation algorithm works in a very interesting way as it learns from your actions over the platform. The tweets are ranked to decide their level of interest, based on the individual users.
AI also considers your past activities of engaging with various types of tweets and uses it to recommend similar tweets.
Twitter Enhancing Your Pictures - AI in Twitter
Posting of pictures on Twitter was introduced in the year, 2011. Since then, it has been working over an algorithm that is capable of cropping images automatically.
Firstly, they created an algorithm that focused on cropping images based on face recognition, because not every image is supposed to have a face on it. Thus the algorithm was not acceptable.
AI is now used over the platform to crop images before posting them, to make the image look more attractive.
Tweets Filtration - AI in Twitter
Twitter uses AI to take down inappropriate images and accounts from the platform. Accounts connected to terrorism, manipulation, or spam are taken down using this feature.
Twitter Fastening the Process - AI in Twitter
How did Twitter use AI to speed up the platform?
For this, Twitter uses a technique called Knowledge Distillation to train smaller networks imitating the slower but strong networks. The larger network was used to generate predictions over a set of images. Then, they developed a pruning algorithm to remove the part of the neutral network.
Using these two models Twitter managed to work over cropping of images 10x faster than ever before.
4. AI in Snapchat
Snapchat started by acquiring two AI companies. In 2015, it first acquired Looksery, a Ukrainian startup, to improvise its animated lenses feature. Secondly, it acquired AI Factory to enhance its video capabilities.
Snapchat’s Text Recognition in Videos
Snapchat uses AI to recognize texts in the video, which then adds content to your “Snap”. If you type “Hello”, it automatically creates a comic icon or Bitmoji in the video.
Snapchat- Cameo Feature
AI in Snapchat can be used to edit one’s face in a video. Using the Cameo feature, the users can create a cartoon video of themselves.
From the above-mentioned renowned, we can extract a list of benefits of AI and ML in Social Media, which is given below:
Prediction of user’s behavior
Recognition of inappropriate or bad content
Helps in improving user’s experience
More personalized experience to the users
Gathering of valuable information and user data.
AI has also helped understand human psychology, tracking multiple characteristics of your behavior and responses.
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