The Application of Artificial Intelligence in Social Media: Opportunities, Challenges, and Future Perspectives
Year: 2026
Type: article
Abstract: In the modern era, social media platforms have transcended their function as traditional communication channels, evolving into complex digital ecosystems where large volumes of data are processed, strategic decisions are optimized, and public and political opinion is manipulated. The primary driving force behind this transformation is artificial intelligence. The presented article systematically analyzes the role of artificial intelligence technologies in the modern social media environment, their application nodes, and the institutional changes they condition in digital media markets. Within the research framework, the following dimensions were examined on the basis of an international academic literature base: the decisive role of artificial intelligence in strategic marketing decision-making through predictive analytics; the transformative impact of generative artificial intelligence tools on digital copywriting and automated content production; the socio-ethical dilemmas arising in the context of algorithmic bias; and the mechanisms through which political discourse is shaped. Particular attention was directed toward fundamental risks that threaten the digital security architecture — namely, deepfake-driven disinformation production, strategically orchestrated disinformation campaigns, and the asymmetric governance of data. The results of the study indicate that while artificial intelligence integration maximizes economic efficiency and personalized user experience for enterprises, risks such as algorithmic bias, digital polarization, and cognitive manipulation necessitate the institutionalization of new legal-ethical regulatory mechanisms. In this regard, the article proposes innovative regulatory models for platform governance and algorithmic accountability (e.g., origin-independent, participatory moderation, and privacy self-efficacy), while also substantiating the conceptual significance of increasing psychotechnical literacy in strengthening digital behavioral immunity.
Source: Problems of Information Society
Author: Sunbul Zalova
Institution: Institute of Information Technology
Language: English
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W7171534022