Generative AI Across Social Media Platforms (2023)
Generative AI is swiftly asserting its dominance online, with its influence becoming particularly influential on social media. Defined by Social Media Today as “a type of artificial intelligence (AI) that uses machine learning algorithms to create new and original content like images, videos, text and audio”. Generative AI’s capacity is arguably producing original content that rivals human-created material. It is not merely a trending topic—it represents a paradigm shift in how content is generated, shared, and engaged with, across various social media platforms.
AI-powered tools streamline social media management by automating tasks, thereby enabling the creation of more targeted and effective content strategies. Content creation is a critical component of social media success, requiring a continuous stream of fresh, appealing, and relevant material to capture and maintain user attention. In such an environment, generative AI emerges as an invaluable ally for creators, marketers, and social media managers.?
Let’s take a look at how various social media platforms are using Generative AI in 2023:
Meta: Facebook & Instagram
AI Stickers
Meta has introduced a new range of AI stickers, enabling users to generate personalised stickers for use in chats and stories across various platforms, including WhatsApp, Messenger, Instagram, and Facebook Stories. This feature, using technology from Llama 2 and Emu, translates text prompts into a selection of unique stickers.
Source: Meta Newsroom?
Image Editing Tools on Instagram
Source: Meta Newsroom?
Conversational AI Assistant (Meta AI)
Meta AI, now in beta, stands as a conversational assistant accessible via WhatsApp, Messenger, and Instagram. There are also plans for expansion to Ray-Ban Meta smart glasses and Quest 3. Powered by advanced AI models, Meta AI offers real-time information, image generation capabilities, and interactive experiences tailored to users’ needs and inquiries.
Source: Meta Newsroom?
AI Characters
Meta is rolling out AI characters, each with distinct personalities, interests, and backstories. Some of these characters are brought to life by celebrities and influencers, providing users with a wide array of interactive experiences. These AI characters are intended to add a layer of familiarity and entertainment to user interactions. Find out more here.
Source: Meta Newsroom?
Generative AI for Advertisers
Meta has unveiled a series of generative AI features specifically designed to enhance the capabilities of advertisers on its platforms. These tools aim to streamline the creative process, offering unique ways to modify and optimise ad content.
Source: TechCrunch
Privacy
Privacy is a top priority for Meta as it develops its generative AI features. The company says that it is committed to building these features responsibly, with a focus on ensuring user data is protected.?
To see the full outline of the steps Meta has taken to ensure privacy and transparency, click here.
Responsible AI Development
Meta says that they are dedicated to responsible AI practices, ensuring the safe performance of their products through rigorous testing. They are actively engaging with policymakers, academic experts, civil society, and industry peers to promote the responsible utilisation of this technology. The gradual rollout of these features, starting with beta versions of the AIs, allows Meta to continuously refine and enhance them based on real-world usage.
To see the full outline of the steps taken to ensure generative AI features are built responsibly, click here.
Content Ranking
Meta’s AI systems work to predict the potential value of content to users, aiming to present the most relevant posts promptly. A combination of behaviour-based and feedback-based predictions are utilised, with the integration of wide-ranging signals to refine content recommendations. And, to promote transparency, Meta has introduced “system cards,” offering insights into AI operations and user customisation options across various content sections.
Meta emphasises the power users have in shaping their platform experience, encouraging the utilisation of available tools to tailor content visibility. Centralised locations for customisation controls have been established on both Facebook and Instagram. Features for content preference indications are being tested, alongside existing options to adjust content visibility and ranking.
Source: Meta Newsroom
Community Forum
Meta is strategically utilising generative AI to foster inclusivity and diversity in decision-making through the establishment of Community Forums. By integrating deliberative polling methodologies, these forums present a platform for users to engage with complex issues, such as the development and application of generative AI technologies. Participants are provided with extensive educational resources, enabling them to make informed contributions during discussions.
This initiative aims to gather a wide range of perspectives, ensuring that the values embedded in AI systems reflect the diversity of the global community.
By opening up the development process and inviting diverse viewpoints, Meta aims to lay the groundwork for responsible and ethical AI systems.
Source: Meta Newsroom
AI in Europe
Meta’s move to introduce an AI off-switch in Europe, aligning with the Digital Services Act (DSA), is essential for compliance with the EU’s revamped digital regulations, ensuring users have the autonomy to switch off AI-driven personalisation in content feeds on platforms like Facebook and Instagram. The DSA’s main objective is to give users the option to opt for a non-algorithmic feed, ultimately promoting user autonomy and choice.
Source: TechCrunch
Instagram Chatbot
Instagram has an AI chatbot feature in DMs. This new feature can be likened to Snapchat’s My AI tool, bringing AI capabilities directly into direct messaging. Users can interact with the AI tool, asking questions or seeking advice on crafting more impactful messages.
The process is initiated by typing @ai in the chat field, redirecting users to the AI chatbot.?
While the functional impact of the Instagram AI chatbot may not be groundbreaking, its introduction is a strategic move to acclimate users to AI interactions. This is a step towards more innovative and potentially revolutionary applications of generative AI in the future, such as the creation of VR worlds.?
Source: Social Media Today
Future Developments
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Responsible AI Principles
LinkedIn is embracing transformative advances in AI. AI has been a longstanding component of LinkedIn’s toolkit, playing a crucial role in enhancing professional experiences for its members by fostering connections, boosting productivity, and aiding in career success.?
Drawing inspiration and alignment from Microsoft’s leadership in Responsible AI, LinkedIn announced that they are adhering to a set of 5 Responsible AI Principles to guide its endeavours:
领英推荐
Source: LinkedIn Blog
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LinkedIn Premium Accounts
For premium account users, LinkedIn is adding AI-powered features, including prompts to help you write your profile and create content.?Watch this video for a summary of the AI-powered LinkedIn Premium account experience:
Filter with AI
LinkedIn is making significant strides in integrating generative AI into its platform, particularly for those utilising Sales Navigator. The introduction of the “Filter with AI” table marks a substantial leap forward. It presents users with a means to refine their searches through prompts and conversational queries. This makes it simpler to pinpoint precise leads and significantly broadens the scope of research.
Source: Social Media Today?
Account IQ
The “Account IQ” feature, a generative AI tool crafted to provide succinct summaries of information regarding potential contacts. This feature aggregates key details such as recent news, financial data, and information on key team members, all collated and presented by LinkedIn’s advanced AI system.?
Source: Social Media Today
Account Hub
LinkedIn has introduced an account prioritisation feature that intelligently pinpoints vital contacts for sales pitches, utilising a multitude of signals. This tool aims to simplify the complexity of managing daily changes such as new hires or a customer leaving your account. By uploading a client list or book of business, users can use the Account Hub to prioritise based on aspects like growth potential, buyer intent, or recent activities like new hires.?
Source: Social Media Today
Personas
The “Personas” feature is another significant addition. It enables marketers to craft templates for their ideal lead candidates. Sales Navigator then uses to surface the right contacts based on specified parameters like function, seniority, and geography.
Source: Social Media Today
Recruitment
On the Recruiter side, the “Likelihood of Interest” feature has been introduced. This will highlight members more inclined to engage and respond to outreach efforts, drawing on a variety of activity-based signals. This AI-driven functionality aggregates real-time interest signals, identifying candidates who are either highly or moderately likely to be interested in a job.
Source: Social Media Today
The new Recruiter interface is designed to be intuitive. It employs natural language commands that allow users to easily initiate searches, such as “Find me a senior growth marketing leader.” A ChatGPT-like prompt window facilitates deeper inquiries into specific elements, providing personalised nudges based on unique member insights. This could range from suggestions to expand the search location, to adding in-demand skills, or advising on the most suitable work arrangement for a particular role.
LinkedIn is also introducing CRM Connect, aiming to integrate LinkedIn Recruiter and CRM systems for a more unified experience. This feature is currently in trial with a select group of partner businesses.
Source: Social Media Today
Predictive Audiences
LinkedIn’s Campaign Manager has incorporated predictive audiences into its targeting tools, powered by the platform’s advanced predictive AI. This enables marketers to identify and connect with high-intent audiences efficiently at scale.?
Predictive audiences leverage their user base and engagement levels to enhance your first-party data, allowing for scaled targeting through predictive AI modelling. This ensures that your campaigns are more likely to connect with individuals who are ready to take action.?
Source: LinkedIn Blog
AI Prompts for Ad Creation
The new AI feature in Campaign Manager is designed to aid users in crafting more effective LinkedIn advertisements. The tool provides multiple variations of ad copy and headlines. It does this by utilising data from the company page, campaign insights, and the power of AI.
Source: Social Media Today
LinkedIn Learning
LinkedIn is incorporating generative AI into LinkedIn Learning. A new AI-powered chatbot experience will offer real-time advice and tailored content recommendations. These will be personalised based on job title, career goals, and followed skills. This initiative aims to provide users with a virtual career coach, accessible at any time.
LinkedIn is launching the first phase of its new AI chatbot for LinkedIn Learning, starting with leadership and management skills. The chatbot will engage users in interactive dialogues. It will pose clarifying questions to better understand their specific situations before providing advice and examples. LinkedIn plans to expand and further tailor this chatbot experience, potentially including responses from specific industry experts.
Source: Social Media Today
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X (formerly Twitter)
AI Investments and Features
Twitter could potentially be the next major platform to integrate generative AI. Elon Musk reportedly acquired thousands of GPUs for an initiative to develop proprietary AI tools.
The potential integration of an AI model built entirely on tweets is intriguing. Athough it raises questions about the tone and nature of the generated content. The application of this technology could range from enhanced content generation to customer service tools in Twitter DMs. And, even visual prompts responding to tweet prompts.
With the recruitment of former DeepMind engineers and significant investment in the necessary hardware, it seems that Twitter’s venture into generative AI could materialise in the near future. The exact application and impact of these tools remain to be seen. However, they have the potential to reshape user interactions and content generation on the platform.
Source: Social Media Today
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TikTok
AI Ad Script Generator
TikTok has introduced the ‘Script Generator’, an AI-powered tool located within its Creative Center. Users input details about their industry, product, and related keywords. Then, they choose their desired video length. The tool is prompted to generate a selection of sample scripts complete with audio and visual cues.
Source: Social Media Today
Labels for AI-Generated Content
Source: Social Media Today
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Conclusion
Reflecting on the above information, it’s evident that we are witnessing a transformative era in social media. Platforms like Meta, LinkedIn, X (Twitter), TikTok, and others are rapidly adopting AI technologies to enhance user experience, improve content relevance, and streamline operations. However, this integration comes with its share of challenges and considerations.
What AI tools and features (if any) are you currently using or plan on using to manage your social media activities?
I inspire your business event audience and make them feel fantastic | ?? Global Keynote Speaker on AI | Top Voice | Top 100 Thought Leader Artificial Intelligence | Bestselling Author of Four Books
2 个月Luan, thanks for sharing!
作者,已出版22本以上的书籍 | 在Omnes、CSTU、DMA-NC担任兼职教授,教授大学级别的数字营销 | 海德堡大学
10 个月very useful information. great overview. thanks! ??
Medical Laboratory Scientist specializing in 3D Immersive Virtual Worlds Development and STI Laboratory Methods Training
11 个月Excellent session! ????????Thank you!
?????? That sounds like an incredibly insightful session! Thank you for sharing the recording link with us. ????? It's fascinating to see how AI is transforming the landscape of social media marketing. ?????? Your dedication in compiling the latest AI developments across different platforms is truly commendable. ?????? The fusion of #SocialMediaMarketing and #ArtificialIntelligence promises exciting possibilities for the future. ????? I can't wait to dive into the summary and explore the AI-driven innovations in 2023. ???? Keep up the fantastic work, and thank you for keeping us informed on these cutting-edge trends! ?????? #AIinMarketing #InnovationUnleashed ????????
Social media Manager l User Interface Designer l software Development l Computer science student
11 个月Thank you Luan Wise , I gained a lot from your live stream today, I hope you’ll attend to our Questions.