THE ETHICAL IMPACTS OF AI ON SOCIAL MEDIA: POTENTIAL RISKS FOR A RESPONSIBLE DIGITAL ENVIRONMENT

Abstract

Artificial intelligence is having a dramatic impact on a variety of industries, including marketing and marketing communications. Its use enables the optimization of marketing activities and increases efficiency not only within large corporations, but also in small and micro businesses. On social media, AI plays a significant role in content creation, post scheduling, campaign analysis and other aspects. The study explores the intersection of artificial intelligence (AI) and social media, examining the philosophical implications of AI-driven algorithms on human experience, agency, and ethics. Implementing AI tools into social media management can be a key element for improving the performance and effectiveness of marketing communications. It investigates how AI-powered social media platforms shape online interactions, influence user behavior, and impact our understanding of reality. The study highlights the need for a nuanced understanding of the complex relationships between AI, social media, and human experience, and argues for prioritizing ethics, transparency, and human values in AI development and deployment. It explores the ethical implications of AI in social media, focusing on issues such as misinformation, privacy, user manipulation, algorithmic bias, and the responsibilities of platform developers. The analytic method of philosophy was employed in this study.