International Journal of Scientific Advances

ISSN: 2708-7972
Volume: 2 | Issue: 1 | Jan - Feb 2021 Available Online: www.ijscia.com

Artificial Intelligence in Social Media

Matthew N. O. Sadiku1*, Tolulope J. Ashaolu2, and Abayomi Ajayi-Majebi,3 and Sarhan M. Musa1

1RoyG. Perry College of Engineering, Prairie View A&M University, Prairie View, TX, USA
2College
of Food Science, Southwest University, Tiansheng Road Beibei District, Chongqing, 400715, P.R. China
3Department of Manufacturing Engineering, Central State University, P.O. Box 1004, Wilberforce, OH, USA

E-mail: [email protected]; [email protected]; [email protected]; smmusa @pvamu.edu

*corresponding author details: Professor Matthew N. O. Sadiku, [email protected]

ABSTRACT
Artificial intelligence (AI) is a branch of computer science that deals with the capability of a machine to imitate
human intelligent behavior. It has the potential to help tackle some of the world’s most challenging social
problems. Modern social media, also known as social networking, include Facebook, Twitter, Instagram,
Pinterest, and YouTube. AI is a fundamental component of how today’s social networks function. The use of AI
in social media is growing in an unprecedented way and is constantly transforming social media. This paper
explores various artificial intelligence tools and their impact on social media companies.

Keywords: social media; artificial intelligence; AI for social media; social artificial intelligence

INTRODUCTION machines to process natural language, to learn, to plan

Artificial intelligence (AI) is the cognitive science that deals makes it possible for new tasks to be performed by
with intelligent machines which are able to perform tasks intelligent systems. The main purpose of AI is to mimic the
heretofore only performed by human beings. It is mainly cognitive function of human beings and perform activities
concerned with applying computers to tasks that require that would typically be performed by a human being.
knowledge, perception, reasoning, understanding, and Without being taught by humans, machines use their own
cognitive abilities [1]. AI tools can be trained to leverage experience to solve a problem.
individual behaviors, preferences, beliefs, and interests to
personalize experiences. They can teach machines to be AI is stand-alone independent electronic entity that
like humans. They can provide them the ability to see, hear, functions much like human expert. Today, AI is integrated
speak, move, and write. AI can learn these habits at a rate into our daily lives in several forms, such as personal
much faster than humans. AI tools are being used across assistants, automated mass transportation, aviation,
industries to automate and improve the efficacy of diverse computer gaming, facial recognition at passport control,
activities. voice recognition on virtual assistants, driverless cars,
companion robots, etc. AI is not a single technology but a
Social media have become an indispensable part of life. range of computational models and algorithms.
Consumers constantly interact with social media. They Some forms of AI that are most commonly used in various
constantly engage with platforms such as Facebook, applications include the following [5,6]:
Twitter, LinkedIn, Pinterest, and Instagram [2]. Social
media is one of the major sectors where marketers can • Expert systems: They solve problems with an inference
both skyrocket performance and efficiencies by using AI. engine that draws from a knowledge base equipped with
Companies are better leveraging social media through AI. information about a specialized domain, mainly in the
With the help of AI, data about your activity on social form of if-then rules. Expert systems are the earliest and
media is continuously being compiled and analyzed. Social most extensive, the most active and most fruitful area.
media is currently being used to infer social behavior and
derive tendencies, in combination with big-data analysis • Fuzzy logic: This makes it possible to create rules for how
tools [3]. machines respond to inputs that account for a continuum
of possible conditions, rather than straightforward binary.
OVERVIEW ON ARTIFICIAL INTELLIGENCE
The term “artificial intelligence” (AI) was first used at a
• Neural networks: These are specific types of machine
Dartmouth College conference in 1956. AI emerged as learning systems that consist of artificial synapses
an academic field in 1956. The main goal of AI is to enable designed to imitate the structure and function of brains.
machines to perform complex tasks that typically require They are similar to the human brain. They are made up
human intelligence [4]. AI is now one of the most of artificial neurons, take in multiple inputs, and produce
important global issues of the 21st century.
a single output. The network observes and learns as the
synapses transmit data to one another, processing
AI is the branch of computer science that deals with
information as it passes through multiple layers.
designing intelligent computer systems that mimic human
intelligence, e.g. visual perception, speech recognition,
decision-making, and language translation. The ability of

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International Journal of Scientific Advances ISSN: 2708-7972

• Machine learning: This includes a broad range of Pinterest’s active users make purchases via the platform
algorithms and statistical models that make it possible because of the hyper-personalized content that Pinterest
for systems to find patterns, draw inferences, and learn offers.
to perform tasks without specific instructions. Any
changes so that the same work can be done more APPLICATIONS OF AI IN SOCIAL MEDIA
efficiently than previously can be called learning. Social media has moved away from its traditional role of being
Machine learning (ML) is a process that involves the a platform where humans interact and connect with each
application of AI to automatically perform a specific task other. Today, smart companies are using social media for
without explicitly programming it. ML techniques may ecommerce, customer service, marketing, public relations,
result in data insights that increase production and more. The applications of artificial intelligence in social
efficiency. Today, artificial intelligence is narrow and media companies are many. Examples of how AI is used on
mainly based on machine learning. social media platforms include analyzing text, analyzing
pictures, detecting spam, social insights, advertising, and data
• Deep learning: This is a form of machine learning based on gathering. Some of these applications are discussed as follows
artificial neural networks. Deep learning architectures are [9-11].
able to process hierarchies of increasingly abstract
features, making them especially useful for purposes like • Social Media Advertising: AI is almost at the helm of
speech and image recognition and natural language ruling the realm of marketing technology. There are AI
processing. Deep learning networks can deal with complex tools that will write social media ads for you. Many social
non-linear problems. media platforms have built-in advertising systems that
one can use to enhance the results of their marketing
operations. While social media platform gives individuals
• Natural Language Processors: For AI to be useful to us
and businesses to connect to people, it also allows brands
humans, it needs to be able to communicate with us in
to run paid advertisements based on behavioral targeting
our language. Computer programs can translate or
and demographics. AI can write Facebook and Instagram
interpret language as it is spoken by normal people.
short-form ad for you.
• Robots: These are computer-based programmable • Marketing: AI is transforming the social media marketing
machines that have physical manipulators and sensors. landscape. It will enable you to stand out from the
Sensors can monitor temperature, humidity, pressure, competition, forge a stronger connection with your
time, record data, and make critical decisions in some customers, and improve your bottom line. Marketers have
cases. Robots have moved from science fiction to your a range of tools at their disposal for understanding
local hospital. In jobs with repetitive and monotonous customers and prospects on social media. The
functions they might even completely replace humans. combination of social media marketing with artificial
Robotics and autonomous systems are regarded as the intelligence is popularly known as “social artificial
fourth industrial revolution. intelligence.” Many social networks give marketers an
unprecedented ability to run paid ads to platform users.
These AI tools are classified in Figure 1 [7]. Each AI tool has With the assistance of AI, marketers are able to identify
its own advantages. Using a combination of these models, customers, curate content, and advertise better. AI tools
rather than a single model, is recommended. AI systems can write Facebook and Instagram ads for you. Marketers
are designed to make decisions using real-time data. They should enhance the digital experience of buyers but not at
have the ability to learn and adapt as they make decisions. the expense of their convenience and privacy. Human
touch still remains the most desirable aspect in social
AI IN SOCIAL MEDIA media marketing. The next-generation machine learning
AI is a key component of the popular social networks you
will take branding and marketing activities at a higher
use every day. It can handle certain types of social media
level. Figure 3 illustrates AI in social media marketing
creation and management in minutes. Figure 2 shows the
[12].
impact of AI in social media [8]. Here are some examples
of how social media platforms are leveraging AI [9]:
• Social insights: AI-powered tools can deliver insights
• Facebook does almost everything on its platform like from your brand’s social media content, profiles, and
proposing your content, recognizing your face, suggesting audience. AI-powered social media intelligence can help
friends, and targeting ads to users through advanced companies improve brand equity, detect consumer
machine learning. Facebook uses a variety of AI tools to trends, understand target audiences, analyze your posts
heighten each user’s experience. and the posts of other companies to recommend what to
post. One can use the unparalleled insights that AI
• Instagram identifies and suggest visuals and images technologies provide to increase productivity, identify
using artificial intelligence. The first way that Instagram new trends, reach a wider audience, figure out what
uses artificial intelligence is seen on its Explore page. works for your niche, track performance, and optimize
campaigns in real-time.
• Snapchat leverages an AI technology in the form of computer
vision to monitor your facial features and then superimpose • Security and justice: This domain involve preventing
filters for your face in real-time. crime and other physical dangers, as well as tracking
criminals and mitigating bias in police forces. It focuses
• LinkedIn uses the power of AI to recommend connections, on security, policing, and criminal-justice issues. AI can
suggest job vacancies, serve specific posts in feed and people be used to identify tax fraud using alternative data such
you would like to follow. Its technology provides connection as browsing data, retail data, or payments history.
suggestions, targets posts to users, offers specific job
recommendations. • Automation: Automation capability is one of the biggest
advantages of using AI in social media. Automation will
• Pinterest: The major reason many users love Pinterest is make your business far more productive. Examples of
because of the personalized content that it shows. Pinterest tasks to automate include social listening, social
Lens allows users to take photos. and use them to search for engagement, content scheduling, content republishing,
related items rather than entering keywords. Over 80% of and analytics tracking

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International Journal of Scientific Advances ISSN: 2708-7972

• Social listening: This is another area in which AI is 9. Incremental revenue

making a big impact. Social listening is a technique that is AI also assists brands to boost revenue by making processes
often used to monitor a business’ social media channels automatic and efficient. AI provides valuable insights that aids
and help listen to what people are saying about your in creating content to improve engagement.
products and services. Through social media listening
tools, businesses can efficiently analyze thousands of 10. Competition-minded tool
conversations and identify patterns. They can use the AI is a competition-minded tool. In business, knowing what
information for their overall marketing strategy. a competitor is up to is as important as making your own
business plans. AI has been helping online marketers to
• Chatbots: Chatbots have benefited sponsors on social track competitors’ business online.
media in many ways. AI-powered chatbots are benefiting
digital marketers in many ways. Companies running over CHALLENGES
social media can use AI-powered chatbots to answer their Although AI could help tackle some of the world’s most
customers’ queries in no time. AI tools help companies to challenging social problems,
automatically reply messages by developing user- it is not a silver bullet. While the social impact of AI is large,
interactive AI chatbots. Brands can also use chatbots for certain challenges must be addresses if some of the
businesses to provide personalized support to shoppers. potential is to be realized. Principles for using AI tools
With this, businesses can improve customer experience to must be established since they can be misused. Other
a significant level. Figure 4 depicts chatbots as AI in digital significant challenges are [15].
marketing [13].
• Data accessibility: Resolving this significant challenge will
Other areas of applications of AI in social media include require a willingness, by both private- and public-sector
customer behavior, customer analysis, consumer organizations, to make data available. The data owners
engagement, social media management, social media include telecommunications and satellite companies,
monitoring, competitive analysis, content creation, content social-media platforms, financial institutions, healthcare
curation, sentiment analysis, social media analytics, image providers, and governments.
recognition, facial recognition, and text understanding.
• Shortage of talent: There are not enough professionals
BENEFITS or expertise to develop AI solutions. Integrating AI into
Artificial intelligence in social media enhances the user social media requires high-level AI talent, people who
experience and overall effectiveness of social platforms. It may have PhDs or considerable experience with the
has the potential to transform how brands create and technologies. Such people are in short supply.
manage social media marketing. Other benefits that AI can
offer social media include the following [14]: • “Last-mile” implementation challenges: This is another
1. Increased audience engagement significant bottleneck for AI deployment for social good.
AI enables businesses to get to know their audience a lot Most AI models cannot perform accurately all the time,
better and understand their preferences. and many are described as “brittle.”

2. Greater efficiency • Privacy concerns: The risk is that financial, tax, health,
By relinquishing cumbersome, repetitive, and mundane and similar sensitive personal records could become
tasks to AI, marketers save time and energy, which can be accessible to illegitimate individuals. That would cause
poured into tasks that require human effort. AI is capable embarrassment and harm. Due to privacy concerns, AI-
of increasing business productivity by 40%. enabled marketing automation platforms and social
media marketing processes should draw a line between
3. Smarter advertising being intuitive and intrusive.
With AI on your side, you can target prospects and
customers with the right message at the right time. AI may pose some ethical challenge for humanity if it
reaches a very advanced stage. Whether the benefits
4. Refined content targeting overpower the challenges or not is up to each one of us to
Using AI to track your audience’s behaviors and preferences determine.
on social media will give you a clear understanding of how to
appeal to them. FUTURE OF INDUSTRIAL AI
Artificial Intelligence has become a household term
5. Reduced marketing costs with better return on investment used across popular culture, science, and technology. It
(ROI). AI can fully or partially automate time-consuming is having great impact all over the world and transforming
and labor-intensive tasks. It can help a social media everything. It will rule the entire world in the future. Soon,
marketer increase revenue and reduce costs. machines will be able to make the same kinds of inferences
that humans can.
6. AI-powered chatbots:
Companies running over social media can use AI-enabled Artificial intelligence is constantly breaking new grounds
chatbots to answer their customers’ queries in no time. With in social media. It has a bright future in social media
this, businesses can improve customer experience to a industry as it improves user experiences and help brands
significant level. to serve them better. AI technologies will likely influence
the world of social media in the following ways [16].
7.Increased security
AI can help social media platforms to protect the user data • AI will enable the creation of hyper-personalized marketing
and increase the privacy of their information. messages
• AI will provide more robust buyer and customer personas
8.Cost-reduction
Once the algorithms and action points are in place, AI can • AI will make it easier to distinguish between qualified leads
function with minimum human monitoring. This helps to and unqualified leads
reduce marketing expenditure. AI has the benefit of speed • AI will enable bots to converse with prospects on just about
as well as cost versus using human effort. any topic

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International Journal of Scientific Advances ISSN: 2708-7972

• AI technology will help social networking companies to mediamarketing?utm_content=buffer7447e&utm_me

deliver better customer experience and help marketers dium=social&utm_source=twitter.com&utm_campaig
to target the right customers that will increase their ROI. n=buffer
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https://www.mckinsey.com/featured-
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REFERENCES ABOUT THE AUTHORS

[1] M. N. O. Sadiku, “Artificial intelligence", IEEE
Potentials, May 1989, pp. 35-39. Matthew N.O. Sadiku is a professor emeritus in the
[2] M. N. O. Sadiku, M. Tembely, and S.M. Musa,” Social Department of Electrical and Computer Engineering at
media for beginners,” International Journal of Prairie View A&M University, Prairie View, Texas. He is the
Advanced Research in Computer Science and Software author of several books and papers. His areas of research
Engineering, vol. 8, no. 3, March 2018, pp. 24-26. interests include computational electromagnetics and
[3] H. Sarmiento, “How artificial intelligence can benefit computer networks. He is a fellow of IEEE.
the social media user,” May 2020,
https://medium.com/clyste/how-artificial- Tolulope J. Ashaolu is a researcher at Southwest University.
intelligence-can-benefit-the-social-media-user- He is the author of several papers and a book. His research
aeaefd24e0a7 interests include functional foods and food microbiology.
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that impact artificial intelligence adoption on telecom Abayomi Ajayi-Majebi is a professor in the Department of
industry in China,” Journal of Management Analytics, Manufacturing Engineering at Central State University in
2020. Wilberforce, Ohio. In 2015 he was honored by the White
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computer engineering,” July, 2020, contributions to the engineering education of minority
https://online.egr.msu.edu/articles/ai-machine- students. He is a senior member of both the Society of
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ways-harness-power-artificial-intelligence-social-

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International Journal of Scientific Advances ISSN: 2708-7972

FIGURE 1: Different types of Artificial intelligence [7].

FIGURE 2: The impact of AI in social media [8].

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International Journal of Scientific Advances ISSN: 2708-7972

FIGURE 3: AI in social media marketing [12].

FIGURE 4: Chatbots as AI in digital marketing [13].

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