by Google
Artificial intelligence is experiencing a boom on social media that we couldn't even imagine a few years ago. But now a revolution is coming that could fundamentally change social media. Meta, the giant behind Facebook and Instagram, plans to deploy millions of AI profiles by 2025. These AI accounts will generate content, comment, and engage in discussions. And you might not even distinguish them from real people.
Meta and its vision for AI characters
Meta's vice president of AI, Connor Hayes, described the company's visionary plans: “These AI bots will exist on our platforms just like regular accounts. They will have bios, profile photos, generate and share content.” It sounds like a scene from an episode of Black Mirror, but Meta views this innovation as a natural evolution of digital communication.
AI profiles will not be just passive bots, but will be able to respond to questions, generate creative content or provide personalized advice. How can these AI characters be used? 
For example, to improve customer service, for interactive education, or as digital influencers. Imagine an AI chef who recommends recipes based on what you have at home, or an AI stylist who suggests an outfit for you based on the current weather. Meta believes that this technology can push the boundaries of user experience.
Psychology behind the numbers
Social networks operate on the principle of interactions and numbers – the more likes, followers and comments, the greater the user satisfaction. Artificial intelligence can generate these numbers more efficiently than real people. AI profiles can be programmed to guarantee regular and consistent engagement, which naturally affects the psychology of users who like a feeling of recognition and interest in their content. 
According to research in the field of behavioral psychology, our satisfaction on social networks often depends on the so-called dopamine rewards - each like, comment or share activates a feeling of reward in the brain. AI profiles can strengthen this process by providing constant feedback, thus encouraging users to stay on the platforms longer.
The dark side of AI on social networks
While AI profiles are an interesting innovation, they can pose certain risks for influencers and the platforms themselves. These “dark sides” of AI could completely change the way social networks work and significantly affect their overall dynamics.
Transparency issues
Meta reportedly plans to make AI profiles indistinguishable from real accounts, which raises concerns about transparency. Imagine not knowing whether you're communicating with a human or a bot. Scary. They could also manipulate interactions to promote posts that could spread misinformation, for example. AI profiles could also violate privacy by collecting data from your interactions, which is then used for targeted advertising or other commercial purposes without your explicit consent.
Ethical dilemmas
If AI profiles become a common part of social networks, the question remains, can these platforms still be called “social”. Will the interaction between AI and users still be considered social communication, or will it become a simulation? The second ethical issue is social isolation. Social networks themselves have already weakened interpersonal communication, but if we start to rely on AI profiles as our main interaction partners, it could lead to even greater isolation.
Impacts on brands and advertising
If a large portion of a brand’s or influencer’s followers are made up of AI bots, this could reduce the effectiveness of campaigns. For example, companies could have problems measuring true reach. At the same time, interactions that come from bots may lose value, because it is important that campaigns reach real people who can buy the promoted products. AI profiles can distort algorithms for targeting ads. If AI bots are part of the target group, ads may be shown to the wrong audience, which reduces the return on investment in advertising. 
,,As a social guy, I think the arrival of AI profiles will bring new opportunities for increased engagement and faster brand communication. However, on the other hand, they may suppress authenticity and the human factor that is key to customer relationships. Our task will be to find a balance between technological innovation and maintaining trust."
How to respond to this?
The expansion of AI characters on social networks opens the door to a new era of digital communication, but at the same time it brings a number of questions and dilemmas. Yes, AI profiles can increase engagement, create tailored content and push technology to the next level, but is this change worth the price of authenticity? 
If you are a regular user, it may be tempting for you to watch your follower count and interactions increase, but on the other hand, do these numbers have any real basis or value? Maybe it's time to think about what values we want to preserve on these platforms - authenticity, trust and real connection or numbers and technological efficiency.
Source: SocialMediaToday
