With over 2.5 billion users expected to have at least one social media channel by the end of 2018, marketers are increasingly combining these platforms with emerging technologies to reach their growing audiences. Olga Egorsheva, Co-Founder and CEO of Lobster discusses how social media platforms are utilising AI and how marketers can use this to their advantage

SwissCognitiveIn today’s world, owning a social media account is as almost as common as having a National Insurance number. By the end of 2018, 2.5-billion people are expected to have at least one social account. With so many frequenting these platforms, it’s no surprise to see marketing departments worldwide centralize their priorities towards social media.

But how do you monetize such a significant number and make sure you target the right market? The answer is quite simple really: artificial intelligence. The use of AI is becoming increasingly more common in business. Social media is no different.

As technology improves, a range of tools is being implemented in the race to win customers on social media. It doesn’t merely stop at acquiring new customers, however. AI is seeping its way into the user experience on social platforms, creating a better journey for users in the process.

The Social Network

Many major companies already identify AI as the way forward for progressing business. Facebook, the social networking site, invested in AI since 2013 when they acquired the services of New York University professor Yann LeCun .

AI’s footprints are all over Facebook, from neural networks learning to tag, to image recognition making it easier to find friends. Most of those signed up to the site would be surprised to learn that AI influences much of what they do.

The tech aims to make using the service more efficient. Deep learning methods learn keyword queries to help create better search results for people and places. The company is also using AI to filter people’s news streams better.

After the recent scandal involving Cambridge Analytica, CEO Mark Zuckerberg pinpointed AI as the way to solve many of the companies problems with incorrect news feeds and general hate speech. Although he stopped short at specifying how.

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