How are social media platforms using AI?
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.
ManageEngine Survey Finds Global AI Use Increase
ManageEngine, the enterprise IT management division of Zoho Corporation, has announced results from its recent market study, The 2021 Digital Readiness Survey, finding that 86% of organisations worldwide are using artificial intelligence (AI) more than they did two years ago. However, only 35% of the global respondents reported that their confidence in the technology has significantly increased.
The focus of the study was to understand technological changes in a post-COVID world, in areas such as remote work, security, business analytics, and AI. It was found that organisations worldwide mainly increased their use of AI to improve business analytics (63%), increase operational efficiency (62%) and enhance the customer experience (60%). While a majority of global respondents (94%) believe that AI will meet business expectations—and 65% stated AI had delivered measurable business results—some fears remain around the technology’s performance.
“The potential for AI to improve business efficiency and the customer experience was firmly on show through 2020, with AI handling everything from increased customer service volumes to oversight of self-service processes,” said Rajesh Ganesan, vice president at ManageEngine. “While AI is being handed more responsibility and is applied in more business-critical use cases, our research shows this is a double-edged sword and that more work is needed to embrace the technology and lift internal capability to ensure AI achieves its promise.”
Is business analytics the key to success?
The growing use of AI coincides with a broader trend of using analytics to improve the use of available data and the speed and accuracy of decision-making. In the post-pandemic era, profitability and competition are also driving organisations across the world to invest in business analytics platforms and capabilities.
Business analytics is an umbrella term for several types of analytics—descriptive, diagnostic, predictive and prescriptive.
The biggest user of business analytics by far is IT. An average of 63% of IT departments worldwide cited this in the survey. However, in North America, 67% of executives noted their use of business analytics, which was higher than their IT departments’ use (61%). Business areas such as marketing, sales, human resources, operations and R&D are also showing interest in business analytics but are well behind IT and executives on adoption and actual use.
Other key global findings of the survey
– A mighty 96% of organisations are planning to continue supporting remote workers for the next two years. Concerningly, the report also found that 84% of IT professionals believe that remote workers have increased their enterprise’s security risk.
– More than half (56%) of respondents stated that improving their security infrastructure is a key driver of adopting new technologies.
– 78% of organisations revealed that remote workers download software without obtaining approval from the IT department; this shadow IT mainly included mobile-specific applications (40%), online meeting tools (38%) and document sharing solutions (31%).
– 84% of respondents use more cloud services now than they did before the pandemic began. However, most respondents believe that improved security (56%), performance (52%) and reliability (51%) would increase their company’s confidence in cloud-based solutions.