Feeds or Feelings? How AI is Changing the way We use Social Media
Social media has completely transformed how we interact with the world. During college, I worked as a research assistant studying the influence of physical activity and mental health of college students. Social media was a factor in this mental health study and since then, I have continued to develop an interest in how these platforms shape our thoughts, emotions, and decision making. Comparing what I have learned in psychology, with my digital marketing classes and now working as a social media account coordinator, I have seen how rapidly this digital space evolves.
Lately, I feel like Artificial Intelligence (AI) has been a topic everyone is talking about. It is a technology that is constantly evolving and impacting the way we consume content. Social media started as just a way to communicate with friends, but it has now become an all-in-one powerhouse. These platforms are now functioning as search engines, providing instant answers to any question at any time. The biggest development of all? The integration of artificial intelligence. AI puts the world at your fingertips with just one click.
By combining AI with psychological insights, marketers are discovering how these technologies can reshape consumer perceptions, attitudes, and behaviors. The way we engage with AI is changing, and social media is playing a major role in this shift.
Merging of Psychology & AI
At first glance, psychology and AI seem to be two entirely different fields, but that couldn’t be further from the truth. They both share a goal in aiming to understand human behavior. Psychology seeks to explain why we do the things we do, while AI is leveraging an algorithm designed to predict and influence what we do. Even though the field of AI began in the 1950s, it has now evolved to tap into psychological principles making it more effective in understanding and responding to human behavior.
Professor H. Andrew Schwartz from Stony Brook University has been studying psychology and AI to predict mental health outcomes. His research suggests that AI can detect language patterns on social media to predict health outcomes, such as warning signs of relapse in substance use disorders. This research highlights AI’s potential to assess psychological and behavioral data in ways that could improve our lives.
Social Media’s Influence on AI
One of the most powerful tools for studying human behavior today is social media. The amount of personal data we share on Facebook, Instagram, and TikTok, give AI systems valuable information on our preference, habits, and emotions.
Recent research from the American Psychological Association (APA) has looked into how social media influences people’s attitudes toward AI technology. A national study revealed that exposure to AI-related content on social platforms makes people more comfortable with it. When people see AI in action, whether that’s through facial recognition or just chatbots, consumers will sense familiarity instead feeling unsure. For marketers, this creates an opportunity to develop a positive view of AI making new technology feel less scary.
The use of AI is transforming the way brands connect with their audiences as well. By leveraging social media data, AI helps businesses understand what we care about, what content resonates with us most, and even what time to post for maximum engagement. AI-powered tools, like Sprout Social take this a step further, tracking engagement patterns and predicting the best strategies for content marketing.
Business and marketers can also use AI to actively shape campaigns in real time. AI can personalize content, optimize ad placements, and enhance the overall user experience by ensuring that the right message reaches the right audience at the right time. This shouldn’t be an optional behind-the-scenes tool, but an extra layer of support for brands looking to create meaningful, data-driven storytelling with their consumers.
The Future of AI
As AI continues to advance and more questions continue to come up, it is important to acknowledge its role in marketing, mental health, and society. The ongoing research by experts like Schwartz and the APA is just the beginning of understanding how AI, psychology, and social media blend together.
For marketers, this presents an exciting opportunity to refine campaign strategies and create AI-driven initiatives that feel more human and less like a technological tool. The key to understanding the merge of psychology, AI, and social media is balancing innovation with transparency. There needs to be an emphasis on ensuring AI enhances user experience in a way that feels ethical and personal to the consumer.
AI is here to stay, and understanding the psychology behind it will help us navigate its impact on how we use technology and social media for years to come!