AI Is Live On These Four Social Media Platforms
Artificial intelligence (AI) isn’t just for search engines anymore. Despite assorted pros and cons, generative AI is taking the digital marketing world by storm — and social media platforms are working hard to keep up.
AI features are popping up across social media platforms as new upgrades, and existing functionality is getting a facelift, too. But which platforms are making this technology a priority in their plans?
According to a February 2023 survey by Ipsos, just over a quarter of US adults trust AI-generated search results. We surmise that that trust level may extend to social media functions, which certainly include search capabilities like the ones that made TikTok into a trusted search engine.
Therefore, it’s safe to say that AI is going to continue to be well-received on social media — especially since AI has been in the fabric of your faves’ interfaces without you even realizing it. And, it’s not going to stop anytime soon. Even now, Deloitte says that 50% of surveyed organizations are planning on adding AI and automation tech into their workflows this year — and PwC claims that the global economy is going to receive a $15.7 trillion contribution by 2030 powered by AI integrations. We’re breaking down the most popular platforms that brands and creators are active on and what AI capabilities they have right now. We’re also exploring which platforms are planning upgrades, how robust they will be, and what that means for brands.
Let’s get into it.
AI Integrations on Social Media
These social media platforms have AI integrations in the works — but some of them have already made them happen.
TikTok’s foray into AI begins earlier than one realizes: with its iconic For You Page. The FYP is an algorithm-based feed that is selected by AI based on a user’s interests, interactions, and viewing history.
Recently, TikTok was ranked as one of the most popular search engines, especially among Gen Z users. To up the ante, TikTok has revealed that it is working on a new generative AI chatbot called Tako, available now in the Philippines during its beta testing phase. According to TikTok, the Tako icon will live in the top right corner of the app and suggest searches based on the viewer’s video content.
Like TikTok, Snapchat has also been experimenting with an AI chatbot — though its US rollout has occurred much sooner. My AI lives in user chat histories regardless of whether they interact with it or not. Since it’s in its infancy, Snapchat is constantly evaluating My AI for accuracy, bias, and harmful language.
Pinterest’s core functionality is based on AI. The visual platform is loaded with content that users can discover and save. Accessibility is the name of the game for Pinterest content and has been for years. It’s likely one of the most native social media platforms using AI not for chatbots and filters, but for simplified, everyday use.
Some AI-driven features on Pinterest include:
- Smart Boards: These are personalized boards that are created by AI based on your interests and browsing history.
- Pin Suggestions: These are suggestions for pins that you might be interested in based on your past pins.
- Trending: This section of the app features pins that are popular at the moment.
- Pinterest Lens: Users search by taking a photo of an object offline and receive results for online recommendations.
Facebook & Instagram
Though Facebook’s and Instagram’s AI usage may not be as visually appealing as Pinterest, the purpose is similar — content moderation. This AI identifies and solves a distinct problem: how does a platform organize its mass quantities of original content? The AI technology utilized by Facebook and Instagram takes on the challenge but doesn’t omit a human touch. Some content has to be reviewed by a human-led team to ensure quality and community standards.
Bonus: AI Integrations on Enterprise Brand Platforms
In addition to social platforms integrating AI capabilities, plenty of influencer marketing and social media marketing platforms are getting in on the upgrades. Mavrck, for example, just launched an AI Enhanced Search feature that helps customers enhance and expedite the creator discovery process within its robust influencer index. As a top platform for enterprise brands, Mavrck knows that efficiency is important to its users — and its new feature takes this need and prioritizes it.
Additionally, caption writing just got easier with Later’s caption writing AI tool for Instagram. Users can quickly generate language that fits with brand voices and is effective in garnering impressions and engagements. This helps brands and creators alike and is an especially valuable feature to streamline existing workflows. Any creator knows how long it takes to write a compelling Instagram caption — and this feature takes the guesswork out of it.
AI Is In Our Future
In conclusion, with AI technology on everyone’s minds, social media platforms know that capitalizing on this trend to help people use the platforms in a better way is top-of-mind. With more tools and resources emerging with AI features, we’re anticipating that people will be working in a new way very soon — hopefully for the better. How do you think AI will be changing the digital marketing game?
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