Digital Marketing - Study Notes:
Ethical concerns around AI in social media
AI has improved social media experiences but does lead to several ethical concerns around its use.
These include:
- Algorithm bias: AI relies on its algorithms. So, if these algorithms contain biases, AI could then perpetuate these biases. It might make decisions that are systematically unfair to certain groups of people. This might lead to unjust treatment, such as racism or sexism.
- Inaccurate information: AI output is only as reliable as its input and the data pool it draws up. It the data contains errors, AI out will repeat those errors.
- Misinformation and propaganda: In some cases, people may use AI to deliberately spread false information or propaganda quickly at scale. This can lead to manipulated narratives or selective presentation of facts. It can lead to complex attempts to mislead people using ‘deepfakes’.
- Security and safety: AI systems often require access to large amounts of data, including personal or sensitive information.
Example: Deepfakes
The run-up to the 2024 US election has seen the spread of several deepfakes:
- Faked images of Donald Trump, made using AI tools, showed the former president being arrested. And…
- AI-generated images of Joe Biden in a military uniform have cropped up, too.
Celebrities have also been victims of deepfakes. Someone made an AI-generated Drake voice rapping an Ice Spice track. Drake posted to Instagram: “This is the final straw AI.”
The social media platform X blocked users from searching for Taylor Swift after fake sexually explicit images of the pop singer proliferated on social media.
Addressing these concerns
Social media marketers must take steps to implement AI responsibly and stay informed about its ethical implications is crucial.
Social media platforms also have a responsibility to ensure that AI tools are being used ethically. Many of the platforms are introducing guidelines and best practices that will ensure any content developed using AI is labelled. For example, TikTok announced in 2023 that it would launch new labels for creators to be transparent about anything created using AI.
This is a developing area, of course. It’s likely governance and regulation will be created to ensure AI is used in social media safely in the future.
Back to TopWill Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Alison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
