The algorithms of artificial intelligence (AI) have been shaping our interactions on social media for quite some time now. Every click, every shared post becomes part of a larger data mosaic – analyzed, processed, and used to create even more personalized communication. What benefits does this technological progress bring for businesses and their customers? Read more about AI in social media.

How does AI in social media works?

AI in social media is not only a tool for data analysis but also a powerful ally in building customer relationships. This is because AI offers a range of solutions that streamline and automate processes that, until recently, only humans could handle. Here are the key applications of AI in social media:

  • recognizing trends – AI algorithms sift through data to find relevant patterns. For example, BuzzSumo uses AI to track the most popular topics on the web, allowing companies to react quickly and adjust their marketing strategy. And Instagram is using AI to tailor the stream of posts to users’ interests, increasing engagement and satisfaction,
  • chatbots – intelligent chatbots, such as those used by Sephora, skillfully answer customer questions and make personalized product recommendations,
  • content personalization – AI tailors content to individual audience preferences, just like Netflix, which analyzes user behavior to deliver content most relevant to users’ preferences,
  • automation and optimization of paid campaigns – tools like AdEspresso use AI to test different versions of ads and optimize their performance in real time,
  • sentiment analysis – platforms like Brandwatch and Brand24 use AI to analyze social media sentiment, helping companies understand how they are perceived by consumers,

  • creating content – tools like Quillbot help you create content such as product descriptions and status updates by offering alternative wording and ideas for new creative phrases.

The development of AI in social media is a dynamic process that continually evolves and adapts to user needs. Companies using these tools gain a significant competitive advantage, improving the efficiency of their marketing efforts. It’s also worth noting that AI in social media is not just an automation tool but also a means of gaining knowledge about customers and tailoring marketing activities to them.

SoMe portals. What innovations have been implemented in social media thanks to AI?

In the era of digital transformation, social media platforms are becoming more and more technologically advanced. AI in social media has played a crucial role here, introducing innovations that have transformed the way we communicate online. Social media is evolving at a staggering pace, but not all updates are directly visible to users. However, what specific innovations have particular platforms decided to showcase?


LinkedIn, as a business platform, uses AI to match content to users’ needs and expectations, resulting in higher engagement and better matches when it comes to:

  • displayed posts,
  • suggested job offers, or
  • recommended articles that you can read or contribute to.

For example, AI algorithms provide users with recommendations of professional contacts who may be most valuable to them, fostering a network of business relationships.


Meta, formerly known as Facebook, goes a step further by applying AI to translation and transcription. This makes communication more fluid and accessible to users from all corners of the globe. This allows brands to reach a wider audience regardless of language barriers.

The giant has introduced a solution through SeamlessM4T, an AI model for translation and transcription that supports nearly 100 languages. This powerful tool enables speech-to-speech and text-to-speech translation, significantly increasing the accessibility of content for users around the world.

Meta has also introduced a number of innovations, such as an image recognition system that makes content more accessible to the blind and visually impaired. Thanks to this, images are described in words, providing a better understanding of the context of the publication.


Pinterest is another example of a platform that uses advanced machine learning technologies to deliver personalized recommendations. A post on the Pinterest Engineering blog details the architecture for modeling the recommendation system, which covers many aspects – from training preparation to post-training validation.

In a nutshell, Pinterest uses AI to personalize users’ boards, making pin suggestions more relevant and inspiring. Algorithms analyze past interactions and preferences to suggest content that most closely matches users’ interests.

How can companies use AI in social media to improve it?

Today, in a world where competition for users’ attention is fierce, artificial intelligence is becoming an invaluable aid in building a strong social media presence.


“Lately” is a tool that automates the process of creating posts by analyzing previous content and generating suggestions that are most likely to engage audiences. . Thanks to this, even small companies can achieve a reach comparable to large corporations.

According to the tool’s creators, Lately is a platform that transforms content into effective social media posts, increasing brand visibility by 1000% and tripling the number of potential customers. It is the only generative AI with a continuous learning loop that guarantees up-to-date analysis and 100% privacy.

ai in social media

Source: Lately (


Mention is a platform that monitors online brand mentions by scanning:

  • media,
  • blogs,
  • social networks, and
  • websites.

This enables rapid response to customer feedback and crisis management. Real-time data analysis is invaluable in maintaining a positive corporate image. With its geolocation feature, Mention allows you to pinpoint the origin of brand mentions. It’s intelligent content analysis that helps create a positive brand image.

ai in social media

Source: Mention (

Microsoft Copilot

Microsoft Copilot is a great and free content generation tool that can be especially helpful in creating engaging social media posts.

Available through Bing as Chat or Notebook, the tools use the latest Open AI model, GPT-4, and can help generate engaging content for social media posts. The proposed Copilot is also deeply integrated with Microsoft 365 applications such as Word, Excel, PowerPoint, Outlook and Teams. This allows for seamless content creation and management on these platforms.

An image creation tool from Microsoft called Bing Image Creator from Designer allows you to create visuals with DALL-E 3. You can quickly create compelling visuals for social media posts without any design skills.

Used together, these two tools can greatly enhance a company’s social media presence. However, their effectiveness depends on how well we communicate what we want to say and whether our posts are posted in accordance with the company’s social media strategy.

ai in social media

Source: Microsoft Bing Image Creator, prompt: Marta M. Kania (

AI in social media. Summary

Using AI in social media opens up new opportunities for businesses, from automating and optimizing marketing efforts to creating more personalized and engaging content. The presented examples of platforms and tools show how AI can help brands better understand their customers, provide them with valuable content, and effectively manage their online presence. It is a constant technological progress that opens up new horizons for business growth. And investing in AI is a step toward greater efficiency and a better understanding of consumer needs.

ai in social media

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The revolution of AI in social media | AI in business #81 robert whitney avatar 1background

Author: Robert Whitney

JavaScript expert and instructor who coaches IT departments. His main goal is to up-level team productivity by teaching others how to effectively cooperate while coding.

AI in business:

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  2. Threats and opportunities of AI in business (part 2)
  3. AI applications in business - overview
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  19. 3 grafików AI. Generatywna sztuczna inteligencja dla biznesu
  20. What is the future of AI according to McKinsey Global Institute?
  21. Artificial intelligence in business - Introduction
  22. What is NLP, or natural language processing in business
  23. Automatic document processing
  24. Google Translate vs DeepL. 5 applications of machine translation for business
  25. The operation and business applications of voicebots
  26. Virtual assistant technology, or how to talk to AI?
  27. What is Business Intelligence?
  28. Will artificial intelligence replace business analysts?
  29. How can artificial intelligence help with BPM?
  30. AI and social media – what do they say about us?
  31. Artificial intelligence in content management
  32. Creative AI of today and tomorrow
  33. Multimodal AI and its applications in business
  34. New interactions. How is AI changing the way we operate devices?
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  46. AI and business ethics. Why you should invest in ethical solutions
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  49. 5 new uses of AI in business
  50. AI products and projects - how are they different from others?
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  52. How do you match an AI solution to a business problem?
  53. AI as an expert on your team
  54. AI team vs. division of roles
  55. How to choose a career field in AI?
  56. Is it always worth it to add artificial intelligence to the product development process?
  57. AI in HR: How recruitment automation affects HR and team development
  58. 6 most interesting AI tools in 2023
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  80. AI in banking and finance. Stripe, Monzo, and Grab
  81. AI in the travel industry
  82. How AI is fostering the birth of new technologies
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  84. AI in e-commerce. Overview of global leaders
  85. Top 4 AI image creation tools
  86. Top 5 AI tools for data analysis
  87. AI strategy in your company - how to build it?
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