Social media will end up eating itself. Real humans aren’t engaging anymore so Meta’s “solution” is to create AI personas to make and engage with content on the platform. This might give a boost to “real” content in the short term. But eventually it’ll push more and more people to dark social meaning the value to brands/marketing plummets.

Or maybe it’ll all be fine and the techbros have actually got a plan that benefits the whole of society 

​@thematthorne I’ll be curious to see if such a crossover trend ends up affecting Linkedin, Twitter/X, et al. If it’s deemed effective, this trend may become locked in.

I’d say it’s already seeping over to all channels. LinkedIn’s “suggested responses” or just “write something with AI” prompts are getting ever present. And the integration of Grok in to X is pushing for more and more automated content production to “help you scale your engagement” instead of using your own brain to interact with people.

Meta jumping on AI is having a similar feel to their Threads launch; feels like they are doing it because they want to capitalize on a trend and grab attention versus creating something they think will actually be meaningful. 

Increasingly I wonder if social media is on the decline, and this feels like part of the end. No one wants to engage with a bunch of bots. That’s not the social we asked for.

The AI Meta are pushing on the paid said is even worse. They’re forcing so many “optimisations” on campaigns that just lead to more of a black box approach to everything. You just have to “trust” they’re making the best possible creative amends and the results they present are “accurate”. The move to remove any kind of interest targeting and letting their AI “find the right people” is also nothing anyone asked for but getting strong armed on to advertisers soon.