AI has become a hot topic in recent months. Like most technologies, some people love it, while others despise it. But no matter where you sit on the spectrum, whether your taste for AI is artificial or genuine, it is here to stay…at least for now.
AI has become so popular that it has popped up in social media apps…. we’re not just talking about chatbots. Instead, AI creates user profiles, bios, and more. These AI characters can engage on Facebook and Instagram like real people (and many people might not know if they’re real). Let’s explore the benefits of this and some of the concerns.
Certain Perks are Perks Even if They’re Artificial
On the plus side, AI engagement offers several benefits of authentic engagement. Among the most obvious is that an AI character can ask a company questions similar to those a person might pose. For example, an AI character might ask a sub shop for its hours of operation or a vacuum company how its machines work. These are questions humans may also be asking. In this sense, AI effectively inquires for them, supplying the answers front and center.
AI can also be trained to become more effective, allowing it to engage with thought-provoking, poignant questions. This gives businesses a chance to show off their chops, advertise their deals, and talk about their products; responses actual customers will undoubtedly digest.
Data also shows that humans are willing to engage with AI characters, which helps buoy their effectiveness. Of course, as mentioned above, people might not realize they’re speaking to AI, but they engage nonetheless.
The Drawbacks
One of the clearest drawbacks comes directly from this engagement; engaging with AI won’t lead to a sale since machines aren’t actual customers. In a sense, this can feel like a waste of time on the part of the business (assuming the engagement doesn’t lure in a person as well).
Still, a more significant part of the backlash involves the impersonal nature of AI; characters that aren’t real have a bit of a Her feel to them, mirroring the movie where a man falls madly in love with what is effectively Alexa. This risks people losing out on real, genuine human connection and, according to mental health professionals, can perpetuate the loneliness epidemic, something Gen Z is already plagued by.
Ultimately, AI will likely increase the chance for businesses to engage in social selling. Strutting your stuff to AI on a public platform is better than not strutting it at all. However, the cost of this, and AI in general, is unknown. Only time will tell if AI helps society or harms it.
Social media apps are ever-evolving with AI and in other ways. If you have questions about this or anything else, give us a shout; we’ll be happy to help.