Imagine this: you’ve just posted on social media. It’s witty, engaging, and perfectly on brand. But here’s the kicker, it wasn’t you who
wrote i
t. It was AI. Moments later, the reactions start pouring in. Likes, comments, and shares… all generated by other AIs. The cycle continues a self-sustaining loop of artificial interaction. If this scenario sounds dystopian or oddly plausible, you’re not alone in wondering: Will AI eventually push us off social media altogether?
The Rise of AI in Social Media
AI tools like ChatGPT, Jasper, and MidJourney have revolutionised how content is created. Brands and individuals alike are using AI to write posts, generate images, and even schedule content. On the flip side, AI-driven bots and algorithms are increasingly responsible for engaging with posts. Automated likes, AI-crafted comments, and machine-scheduled interactions are becoming the norm.
The appeal is clear: AI saves time, ensures consistency, and can even optimise content for maximum reach. But as AI adoption grows, it raises a critical question: What happens when authenticity, the essence of social media, is replaced by automation?
Social Media’s Purpose: Human Connection
Social media was designed to bring people together, creating platforms for sharing ideas, moments and emotions. But when interactions are reduced to algorithms talking to algorithms, the human element is diminished. If everyone is automating their posts and reactions, the experience could start to feel hollow. How meaningful is a “like” from a bot? How genuine is a comment crafted by AI?
The 1990s: A Simpler Time
Let’s rewind to the pre-social media era. The 1990s were a time of personal phone calls, handwritten letters and in-person conversations. Entertainment was consumed without constant commentary and relationships were cultivated without the pressure of digital validation. Could the overuse of AI in social media drive us to crave this simplicity again?
The Case for a Digital Detox
If AI-driven interactions dominate social media, we might see a rise in digital fatigue. People may choose to step away from platforms altogether, seeking more meaningful, human-centric connections. This could lead to a resurgence of older communication methods, like phone calls, meetups, or handwritten letters.
Balancing AI and Authenticity
While AI is undeniably a powerful tool, its role in social media needs careful cons
ideration. The challenge lies in using AI to enhance, not replace, genuine interaction. Here are some strategies to maintain authenticity:
- Use AI for support, not substitution: Let AI handle scheduling and optimisation while keeping personal touchpoints for meaningful interactions.
- Prioritise transparency: Be open about when and how AI is used, ensuring followers know when they’re engaging with a human.
- Focus on community: Build spaces that encourage real conversations, not just surface-level engagements.
Conclusion: A New Social Media Era?
As AI continues to shape the digital landscape, we face a choice: embrace the efficiency of automation while preserving the authenticity of human connection or risk creating a world where social media loses its soul. Perhaps the future isn’t about returning to the 1990s, but about finding a balance where technology enhances our lives without replacing the essence of what makes us human.
– Carys Bello, Head of Social Media