Meta is working on a new artificial intelligence-supported comment feature on the Instagram platform that aims to personalize and enhance user experience.

HOW IT WORKS? This feature in the testing phase allows users to select expressions recommended by artificial intelligence when commenting on a post. By clicking on the pencil icon in the comment bar under the post, users can access the AI-based suggestion system. Meta’s AI model analyzes the content of the photo and offers three appropriate comment suggestions. For instance, suggestions for a home decoration photo may include expressions like “A simple and modern look!” or “I love this design!” Artificial intelligence can generate new options when the recommended comments do not meet user expectations, showing the flexibility towards understanding users and personalization abilities of the technology.

META’S GOAL? Meta aims to increase engagement rates with AI-supported comments while enabling users to interact thoughtfully and meaningfully on content. Making comments beyond the traditional “emoji replies” more sophisticated and relevant to the content could contribute to users receiving more valuable feedback in their posts.

DISCUSSIONS AND ETHICAL QUESTIONS Meta’s AI-supported comment recommendations, while exciting technologically, also raise some ethical concerns. The implementation of such a system on social media platforms leads to questions from users and experts. For many users, social media is a space for sharing individual thoughts and original expressions. However, comments generated by artificial intelligence could compromise the authenticity of the content on platforms. The spread of algorithmically generated expressions instead of original comments may lead to trust issues among users. The inability of individuals to distinguish artificial or automatic comments under a post may negatively impact the sincerity perception of social media. Meta’s analysis of photo content for this system raises concerns about how users’ personal data is utilized. The transformation of visual data analysis into comment suggestions may create worries that users’ photos could be used not just as a visible recommendation tool but also in broader data processing processes. Without clear and transparent data privacy policies, it may be challenging for users to embrace this feature.

PLATFORM’S EQUALITY POLICIES QUESTIONABLE It is critical for artificial intelligence algorithms to work in line with the principle of neutrality. If Meta’s recommendation system continually suggests similar comments for certain content types or user profiles, it might indicate algorithmic biases. For example, creating more positive or negative comments for users in specific geographic regions or demographic groups could raise questions about the platform’s equality and inclusivity policies.

The presence of AI-supported comments on the platform could reinforce the perception of “fake engagement.” When some users realize that the comments received on a post are generated by artificial intelligence rather than real people, their trust and motivation to participate in the platform may weaken. The proliferation of artificial interactions could change the meaning of valuable interactions on social media. Ultimately, Meta’s AI-supported comment system stands out as an innovation with the potential to reshape social media interactions. While aiming to facilitate user experience and establish more meaningful connections with content, technology also raises important ethical questions such as authenticity, data privacy, and algorithmic neutrality.

The results of the testing phase will determine how to maximize the benefits of this feature and address potential risks. Meta’s innovation offers an opportunity to deeply explore the role of artificial intelligence technology in social media platforms.