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Social media algorithms under fire from critics
Social media platforms are increasingly criticized for using artificial intelligence (AI)-based algorithms to personalize the content displayed to their users. If some see it as a way to improve the user experience, others denounce a 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 provide an ever more personalized experience, social media giants are constantly collecting and analyzing data from their users. This includes posts liked or shared, contacts added, messages exchanged, searches performed and even the geographical location of the terminal. Thanks to AI, this information is used to refine the content offered, encouraging us to spend ever more time on these platforms.
This massive collection of data nevertheless raises ethical and legal questions. The LVMH affair having spied on the deputy François Ruffin is a striking example of this: the luxury group agreed to pay a fine of 10 million euros to avoid a trial in this affair where the ex-boss of internal intelligence Bernard Squarcini is suspected of being involved.
The Dangers of Extreme Personalization
Encourage addictive behaviors
The extensive personalization of content can lead to addictive behavior among Internet users, who find it difficult to get off their screen. This addiction can have harmful consequences on the mental and physical health of users, especially among young people.
Strengthen filter bubbles
AI also promotes 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 views presented can further polarize society and hamper 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 Facebook example shows, illicit activities online are numerous and include child pornography, online fraud, spreading false news, scenes of extreme violence and cyberbullying.
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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 and more privacy-friendly solutions:
- 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 the collection and use of data.
- 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 envision 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 companies and governments to adopt more responsible practices.
Sources
- https://www.rtbf.be/article/espionnage-et-economie-tiktok-et-la-cretinisation-volontaire-de-notre-jeunesse-11159657
- https://www.francebleu.fr/infos/faits-divers-justice/soupcons-d-espionnage-contre-francois-ruffin-la-justice-valide-l-accord-financier-passe-avec-lvmh-1654007980
- https://hellobiz.fr/2021/02/26/comment-lire-les-messages-facebook-de-quelquun/
