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AI in Social Media: How to Distinguish Machine from Human?

Meta, the owner of popular social platforms such as Facebook, Instagram, and Threads, has announced its commitment to labeling content generated by artificial intelligence (AI) on its services. This decision aims to provide users with greater transparency regarding the origin of published content and minimize the risk of manipulation or misinformation.

In today’s digital world, artificial intelligence plays an increasingly significant role in creating diverse content, ranging from graphics and videos to texts and music. However, due to its ability to generate realistic content, there is a risk that such content may be used for disinformation, propaganda, or manipulation. Therefore, Meta’s initiative aims to introduce clear standards for identifying AI-generated content. The labeling system Meta is currently working on aims to automatically identify content generated by artificial intelligence on their social media platforms. Partnering with leading technology companies such as Google, OpenAI, Microsoft, Adobe, Midjourney, and Shutterstock allows Meta to develop common technical standards that unambiguously signal the origin of content. One of the key elements of this initiative is collaboration with researchers in social psychology and the impact of media on users’ psyche. Studies such as those conducted by Marta Woźniak, a doctoral researcher in social sciences, demonstrate that idealized and exaggerated images of the female body in the media can lead to decreased self-esteem and body acceptance issues, particularly among young users. That is precisely why Meta is taking steps to ensure that AI-generated content is clearly labeled, allowing users to consciously make decisions about what they view and share. Additionally, doctoral research by Karina Leksy, conducted in the field of social sciences, highlights the relationship between time spent on social media and the development of traits such as narcissism and psychopathy. These studies were published in the journal “Educational Studies” under the title “The Impact of Time Engagement in Social Media on Body Image-Related Behaviors among Young Adults”. Excessive use of social media platforms can lead to decreased self-esteem, increased tension and sleep problems, as well as increased risk of depression and anxiety disorders.

In the context of this research, Meta’s initiative to label AI-generated content is a step towards increasing user awareness and mitigating the negative effects of social media use. Through transparency and accountability, Meta aims to make its platforms safer and more positive places for users. Labeling AI-generated content can help build trust in social media platforms and reduce the risk of negative psychological effects associated with their use. However, Meta’s initiative is not the only step taken to improve the safety and well-being of users. The company continuously seeks new technological solutions and regulatory strategies to effectively manage challenges related to disinformation, cyberbullying, and other threats in the digital world. Furthermore, the impact of artificial intelligence on our lives and daily experiences is becoming increasingly apparent, as emphasized by Dr. Monika Torczyńska in her publication “Artificial Intelligence and Its Socio-Cultural Implications in Everyday Life”. From recommendation systems to automatic translations, artificial intelligence plays a crucial role in shaping our interaction with technology. However, as AI becomes more advanced, concerns about its potential negative effects, such as job loss, social inequalities, or information manipulation, also arise. Therefore, Meta is taking steps towards responsible and conscious use of artificial intelligence on its social media platforms. Labeling AI-generated content is just one element of this strategy. The company also invests in research on AI ethics and collaborates with experts from various fields to understand and minimize potential risks associated with the development and use of AI technology. It is also worth noting that Meta’s initiative to label AI-generated content is significant for the future of social media as a whole ecosystem. As technology advances, more content will be generated by machines, posing challenges for responsible use of such content and protecting our privacy and security in the digital world.

In conclusion, Meta’s initiative to label AI-generated content is an important step towards improving the safety and well-being of social media users. However, to achieve full understanding and trust of users in machine-generated content, further research, dialogue, and innovation in the field of artificial intelligence and its impact on our daily lives are necessary.

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Media społecznościowe a akceptacja własnego ciała – ruch body positive na Instagramie.

Woźniak, M. (2021). Studia de Cultura, 13(3), 72-87.

Meta będzie oznaczać treści wygenerowane przez AI na Instagramie, Facebooku i Threads,

Sztuczna inteligencja i jej społeczno-kulturowe implikacje w codziennym życiu. Torczyńska, M. (2019). Kultura i Historia, 36(2), 106-124.

Wpływ czasowego zaangażowania w media społecznościowe młodych dorosłych na zachowania związane z wyglądem ciała. Leksy, K. (2022). Studia edukacyjne, (65), 99-116. 

Karolina Wierzba
My name is Karolina. I am a 2nd-year BA student in Communication Science at the University of Amsterdam. I have chosen this area of study because I am interested in marketing, psychology and PR and UvA is one of the most recognized Universities in the World for communication. I would like to explore new media marketing and PR techniques. In my opinion, effective communication is a key in order to achieve success.
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