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AI in Social Media: Spying or Personalization?

By Gabriel Fouquet3 min read
L'IA dans les médias sociaux : Espionnage ou personnalisation ?

Social media algorithms under fire

Social media platforms are increasingly criticized for using artificial intelligence (AI)-based algorithms to personalize the content displayed to their users. While some see it as a way to improve the user experience, others denounce real digital espionage with harmful consequences on the privacy and mental health of Internet users.

The TikTok case is emblematic of this problem: the application recently decided to limit the exposure time of young people under 18 in the West to a maximum of 60 minutes, following growing concerns about addiction to the social network. Indeed, according to a Sensor Tower report published by Bloomberg, the average time spent per day on TikTok is 95 minutes, compared to 74 minutes for YouTube, 51 minutes for Instagram and 49 minutes for Meta.

Algorithms that exploit our personal data

To offer an ever more personalized experience, social media giants constantly collect and analyze data from their users. This includes posts liked or shared, contacts added, messages exchanged, searches carried out and even the geographical location of the device. Thanks to AI, this information is used to refine the content offered, encouraging us to spend more and more time on these platforms.

This massive collection of data nevertheless raises ethical and legal questions. The LVMH affair having spied on MP François Ruffin is a striking example: the luxury group agreed to pay a fine of 10 million euros to avoid a trial in this case where the former head of internal intelligence Bernard Squarcini is suspected of being involved.

The dangers of extreme personalization

Promote addictive behaviors

Extensive personalization of content can lead to addictive behavior among Internet users, who find it difficult to get away from their screen. This addiction can have harmful consequences on the mental and physical health of users, particularly among young people.

Strengthen filter bubbles

AI also favors the creation of so-called “filter bubbles”, i.e. digital environments where users are only confronted with opinions similar to their own. This lack of diversity in the points of view presented can contribute to further polarizing society and hinder democratic debate.

Facilitate spying and data control

Finally, the collection and analysis of personal data by social networks can be misused for malicious purposes. As the example of Facebook shows, illicit activities online are widespread and include child pornography, online fraud, the spread of fake news, extreme violence and cyberbullying.

Towards a better balance between personalization and respect for privacy?

Faced with growing criticism, some digital players are trying to find a compromise between personalization and protection of personal data, by offering less intrusive solutions that are more respectful of privacy:

  • The rise of privacy-focused web browsers, such as DuckDuckGo or Brave, which block ad trackers by default.
  • Legislative initiatives like the General Data Protection Regulation (GDPR) in Europe, which imposes strict rules on data collection and use.
  • The development of decentralized and open-source technologies, such as Mastodon or Diaspora, which offer an alternative to centralized and captive social networks.

It is therefore possible to envisage a future where AI and social media coexist in a healthier balance, combining personalization and respect for privacy. To achieve this, it will be necessary to maintain citizen vigilance and encourage businesses and governments to adopt more responsible practices.

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