Last week, LinkedIn made an announcement that it is utilizing AI to assist users in creating posts for discussion. Additionally, Snap has developed its own chatbot, and Meta is presently developing AI ‘personas.’ This indicates that social networks in the future will likely be more integrated with AI technology.
It is logical for LinkedIn to lead the way in incorporating AI-generated content into its platform. As a Microsoft-owned company, LinkedIn has a unique corporate culture that is filled with posts by “workfluencers” and engagement bait that ranges from unexciting management consulting jargon to overly enthusiastic content. Fortunately, AI operates within the same emotional range.
Currently, LinkedIn has not yet introduced AI chatbots into users’ feeds. However, the company recently introduced “AI-powered conversation starters” to encourage discussion among users. These posts are developed with the assistance of LinkedIn’s editorial team and matched with human experts who provide their insights on topics such as “how to maintain a consistent brand voice on social media” and “how to monitor the online reach of your writing.” The content is quite benign, similar to what one might find on an r/askmckinsey subreddit.
Nonetheless, this initiative is significant and could signify the beginning of a broader revolution for the internet. As far as I am aware, this is the first time a major social media platform has directly provided AI-generated content to its users to maintain their engagement. Given the current state of social media, from Twitter’s numerous challenges to Meta’s desperate appeal for paid subscriptions, it could be an indication of the industry’s future: a partially automated social network.
Admittedly, social media has been utilizing AI to direct users’ attention since the introduction of the algorithmic feed. When Facebook, Twitter, Instagram, and others began ranking users’ content using opaque metrics, they became hybrids of human and machine, influencing our actions to keep us engaged and stimulated. However, there is a distinction between this kind of intervention and directly sharing AI-generated content, especially since companies now have the option to flood the system with this type of material in ways that were not possible just a few years ago. While Generative AI may be the most overhyped trend of 2023, it is not without justification. AI tools are now available that can generate endless streams of images, videos, music, and text, while social media platforms have all the user data required to train these systems. Why not connect the two?
It’s not difficult to envision how a partially automated social network could function. In addition to offering AI-generated content to users, you may establish AI chatbots in the guise of fake users to provoke, encourage, and comfort your user base. Perhaps, to begin with, you only use bots to deal with problematic users: a concept known as “heavenbanning,” in which trolls can only interact with chatbots who placate them by agreeing with everything they say (coined by Twitter user @nearcyan). Then, when your monthly user numbers start to decline, and the quarterly earnings aren’t looking good, you decide to allow more bots to mingle with the general population. “It’s a proven method to increase positive interactions among users!” you exclaim in your press release. “We’re providing individuals with what they want: high-quality personalized content at scale. In our AI playground, you’ll never be bored.”
This project is a significant milestone, potentially leading to a wider revolution for the web, despite the social media industry’s current stagnation. It is the first time a major social media platform has directly offered AI-generated content to users to keep them engaged, which could indicate the industry’s future shift towards a semi-automated social network. Although social media has been steering user attention using AI since the algorithmic feed’s invention, directly sharing AI-generated content differs significantly because companies can now flood users with this material, thanks to the availability of generative AI tools and user data.
The potential for a semi-automated social network is evident, with companies creating fake users in the form of AI chatbots to needle, encourage, and mollify users. Even the concept of “heavenbanning,” in which trolls can only interact with chatbots that agree with them, has been suggested. This change marks the end of social media’s original conception as a place to share news and thoughts with real people and the start of a new form of online entertainment.
This transition is already happening, with popular consumer AI chatbots based on fictional characters such as superheroes and video game characters. These systems can keep users engaged for hours, even if they are chatting with bots. The current giants of the online world have noticed this shift already, with Snapchat and Discord using ChatGPT to improve the conversational abilities of their chatbots. Meta is developing similar features, with Mark Zuckerberg promising to create AI personas to assist people. However, introducing chatbots to these platforms may also be their downfall, as automation could eliminate the labor of posting and, eventually, users’ roles on the platforms.
The possibility of a semi-automated social network is compelling, and people might enjoy a social network populated entirely by bots, similar to how they enjoy Twitter. Social media is often treated as a game, with alliances formed, enemies brigaded, and points earned. Bots would offer more leniency and less friction than human friendships in online spaces, so why bother cultivating human friendships? This shift might represent the future of social media, but any automation that takes place will likely be more subtle than these extreme scenarios.
