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Social media platforms are using AI to serve their users. Know what they are doing

Artificial intelligence holds the potential to change every industry around the world. We are witnessing mass digital transformations and the adoption of AI and machine learning technologies to accelerate the growth of the business and boost customer satisfaction.

We can train these technologies to leverage individual behavioral patterns, preferences, beliefs, and interests to personalize customer experiences. This data becomes fuel for the AI systems to draw insights to make increasingly relevant predictions and curate strategies to prevent impending business risks and financial losses.

The popularity of artificial intelligence has grown so much that currently, it has become a chief component of social media platforms. Top social media platforms like Facebook, Snapchat, and Twitter are reaping the benefits of artificial intelligence. Introducing voice bots, identifying visuals, enhanced security, social media platforms are using AI, entirely under the discretion of the company that owns the platform. Even social media marketers have started using AI, machine learning, and automation technologies to boost their audience reach.

Let us look at some ways how top social media platforms are using AI for their benefits and to serve the customers.


Facebook Artificial Intelligence Researchers, also known as FAIR, have been working to analyze and develop AI systems with the intelligence level of a human. It will not only help advance artificial intelligence technologies but also help monitor malicious activities on the platform.

Facebook uses an artificial intelligence tool called the Deep Text to monitors the comments, posts, and other data generated on Facebook to understand how people use different languages, slangs, abbreviations, and exclamation marks, to learn the context. The company is also applying ML algorithms to build its automatic AI-based translation system to enable users from different parts of the world to translate the posts appearing in their news feed.

Facebook has also introduced chatbots in its application. It has also introduced artificial intelligence-based systems to thwart suicides.


One of the many ways Twitter uses AI in its platform is to understand what tweets recommendations to suggest on the users’ timelines. It aims to recommend the most relevant tweets to the users for an increased personalized experience. Twitter also uses artificial intelligence to fight against racist, homophobic, islamophobic, and other inappropriate remarks. In UK and Germany, the company has started levying fines to prevent hate speeches, fake news, and illegal content on the platform.

Twitter uses IBM Watson and natural language processing (NLP) to track and remove abusive messages. Watson is not only capable of understanding the natural language but also interferes with the tones in the messages and the meanings of different visuals, therefore, it can analyze millions of obscene and inappropriate messages in seconds.


Millions of people use Instagram as a means to share images, videos, and statuses with friends and families. Facebook-owned Instagram has also started implementing big data and artificial intelligence to enhance user experience, filter spam, and boost the results of target advertising. With the help of tags and trending information, the platform users can find photos of a particular activity, place, event, restaurants, food, and discovery experiences.

Recently, in a study, Instagram has used over 100 million photos available on the platform to learn more about global clothing patterns. Like any other social media platform, Instagram uses AI to fight against hate speeches and cyberbullying. It uses Deep Text to identify these messages and posts and remove them from the platform.


Snapchat is using machine learning models and augmented reality technology, to superimpose digital animation on videos, like windshield wipers on an individual’s glass or droplets of water falling, and other feats like that. Snapchat’s AI engineers are training deep learning models to do things like intercepting hand gestures. These hand gesture models can then be imported to create other features using augmented reality.

The goal behind implementing artificial intelligence in the platform is to serve its enormous user base and enable these users to access these technologies easily.


Machine learning is crucial for Pinterest’s core business. The platform serves tailored content to enhance user engagement and retain more customers. Without machine learning models, it would be possible for Pinterest to generate such data.

The platform dedicates most of its operations to the continuous iteration of the ML models. It not uses ML for pin recommendations but also uses it in their daily business operation, to run the business efficiently. These ML models are only good as long the users are actively spending time on the platform. The more data generated, the better recommendations the users will gain.

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