How are social media platforms using AI?

Social media has become a mainstream part of our lives, and AI being implemented has the potential to enhance connection and communication with users

Recently we have seen mass digital transformations and the adoption of AI and machine learning (ML) technologies to accelerate the growth of the business and boost customer satisfaction.

AI has the potential to transform how brands market across social networks such as Facebook, Instagram, and Twitter. It can automate many tedious tasks related to social media management and it can even do social media monitoring at scale. AI enables social media marketers to get closer to their audience and understand their preferences. This helps them target their ads in a better way as well as create content in a better way. 

We take a look at some of the ways that social media platforms are using AI for their benefits and to serve the customers.


Facebook has Facebook Artificial Intelligence Researchers, also known as FAIR, who have been working to analyse and develop AI systems with the intelligence level of a human.

Facebook uses an AI tool called the Deep Text to monitors the comments, posts, and other data generated on Facebook to understand how people use different languages, slangs, abbreviations, and exclamation marks, to learn the context.

Users are spread out across the world and in order to remove these communication barriers, the Applied Machine Learning team built an AI-based automatic translation system that helps people see translated posts in their News Feed.

Another way in which Facebook uses AI is through facial recognition, this can suggest people to tag in photos. Facebook has also introduced chatbots in its application. 


One of the many ways Twitter uses AI in its platform is to understand what tweets recommendations to suggest on the users’ timelines. It aims to recommend the most relevant tweets to the users for an increased personalised experience. Twitter also uses AI to fight against inappropriate remarks. In UK and Germany, the company has started levying fines to prevent hate speeches, fake news, and illegal content on the platform.

Twitter uses IBM Watson and natural language processing (NLP) to track and remove abusive messages. Watson also interferes with the tones in the messages and the meanings of different visuals, therefore, it can analyse millions of obscene and inappropriate messages in seconds.


Snapchat uses ML models and augmented reality technology, to superimpose digital animation on videos, and Snapchat’s AI engineers are training deep learning models to do things like intercepting hand gestures. These hand gesture models can then be imported to create other features using augmented reality.

The goal behind implementing AI in the platform is to serve its user base and enable these users to access these technologies easily.


Instagram, the social networking app for sharing photos and videos, launched in 2010. Today, it has around 1 billion active monthly users and is owned by Facebook. 

The platform implemented big data and AI to enhance user experience, filter spam, and boost the results of target advertising. With the help of tags and trending information, the platform users can find photos of a particular activity, place, event, restaurants, food, and discovery experiences.

Like most social media platforms, Instagram uses AI to fight against hate speeches and cyberbullying. It uses Deep Text to identify these messages and posts and remove them from the platform.


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