How Artificial Intelligence Is Changing Social Media: Research Analysis
Imrana analyzes the new research paper, “The Great Migration: How the AI Authenticity Crisis is Cannibalizing Social Media’s Attention Economy.”
By Imrana
This research paper talks about how Artificial Intelligence, or AI, is changing the way people use social media like Facebook, Instagram, LinkedIn, X (Twitter), and YouTube. It explains that people are now spending less time on these social platforms because they are using AI tools such as ChatGPT, Google AI, or Microsoft Copilot.
These AI tools help people quickly get answers, make content, and finish tasks faster. Earlier, people spent hours on social media, but now they are spending that time on AI platforms because they are more useful.
The paper says this change is causing something called an “Authenticity Crisis.” That means social media is starting to feel fake and less real. There is too much content made by AI—posts, videos, or pictures that are not made by real people. Because of this, users are finding it hard to trust what they see.
Even though AI is creating this problem, it is also helping social media in some ways by making ads and recommendations better. So, AI is not killing social media, but it is forcing these platforms to change and become more honest and human again.
Less Time on Social Media
From 2022 to 2024, according to the research, the time adults spend on social media went down by around 10%. This means people are slowly losing interest. Young people especially are spending less time scrolling. There are a few big reasons for this.
First, there is too much fake or AI-made content. AI can make hundreds of posts and pictures in seconds. This makes it harder for real people’s content to be seen or liked. So, creators don’t feel motivated to post anymore.
Second, people feel there is no real human connection. Many accounts use bots, filters, and AI influencers. So, when users scroll, it feels less personal and less emotional. They miss real conversations and true connections.
Third, the algorithms of social media are making things worse. AI shows people only the posts that get more likes or comments, even if those posts are negative or dramatic. This creates “filter bubbles,” where users keep seeing the same type of content. It makes people tired, annoyed, and sometimes even sad. So, they stop using these platforms as much.
Because of all these factors, users are moving to AI tools instead. They feel these tools are faster, calmer, and more useful.
Rise of AI Tools
AI tools like ChatGPT or Google Gemini are becoming very popular. People can now ask these tools any question and get instant answers. They can also use them to write essays, make videos, or plan trips. Earlier, people went on social media to ask for advice or share ideas. Now, they can simply ask an AI agent, which is also available on traditional Google search in the form of “AI Mode.”
For example, instead of posting a question on Facebook and waiting for replies, people just ask ChatGPT and get answers in seconds. Instead of scrolling for random information on X (Twitter), they can use tools like Perplexity AI to get clear, short, and true answers. So, people are using their online time for things that give them direct help instead of just endless scrolling.
Impact on Money and Ads
Most social media platforms earn money from advertisements. Companies pay to show ads to users. But if people spend less time on these apps, there will be fewer ads shown. That means social media will earn less money.
Right now, things still look fine because AI helps these platforms show better and more personal ads. But this is only for a short time. In the long run, if users keep leaving, the number of people seeing ads will go down. And even if ads are shown, they won’t have much value because fewer people will click them.
AI platforms like ChatGPT or Google Gemini might soon start showing AI ads too. For example, if someone asks ChatGPT, “What shoes should I buy?”, it might suggest a sponsored brand. These kinds of ads are called AI Native Ads. They don’t look like normal ads — they are part of the chat itself. This kind of advertising can become very powerful and might even replace normal social media ads one day.
AI Taking Over Social Media Jobs
AI is not just taking users’ time — it is also taking over the main jobs of social media platforms. For example, LinkedIn is used for finding jobs, but now AI platforms like OpenAI are starting their own job and certification systems. These AI systems can test people’s skills and show verified results. This could make hiring easier and more accurate than just looking at a LinkedIn profile.
Similarly, people use X or Facebook to find information, but now tools like Perplexity AI or Google AI can give quick, clear answers without scrolling through lots of posts. And when it comes to creating content, people are using tools like Midjourney or Runway to make images and videos in minutes — much faster than making them manually for Instagram or YouTube.
So, AI is replacing the purpose of social media — not by copying it, but by giving faster and better ways to do the same things.
AI Is a Catalyst, Not a Killer
The paper explains that AI is not destroying social media completely. It is making it evolve, or change for the better. AI is helping social media grow stronger by forcing it to become more real and human again. Platforms that use AI in smart ways — but still focus on true human connection — will survive. For example, if social media combines AI tools with real people’s stories, creativity, and emotions, users will stay.
But if platforms become full of fake AI content, users will lose trust and stop using them. So, the future will probably have both — AI tools for doing tasks and social media for staying connected.
Future Research
The paper also says that more studies should be done to understand these changes. Researchers can track how much time people are spending on AI tools instead of social media. They can also compare which kind of ads work better — AI ads or social media ads.
It is also important to study how people from different countries and age groups react to this shift. Finally, researchers can study how social media platforms are fighting back — for example, by adding their own AI features, like LinkedIn’s AI job matching or Meta’s AI helpers.
In the end, this research shows that AI is changing the digital world completely. People are spending less time on traditional social media and more time on AI tools that are faster and more useful.
Social media companies now face a big challenge — they must bring back real human connection and trust. AI is not their enemy; it is a powerful force that is pushing them to improve.
Those platforms that stay honest, authentic, and connected to real people will continue to grow. Those that depend too much on fake or AI-generated content might slowly disappear.
This article has been written exclusively for RMN News by Imrana, who is a student specializing in multiple domains such as business, trade, education, technology, entertainment, and politics.
She also produces Imrana’s Insight podcast program on diverse topics and Imrana’s Tech Talk podcast program on tech applications.
👉 You can click here to read more articles by Imrana. You can also click here to know more about Imrana’s editorial and humanitarian work.
Imrana: LinkedIn Profile | Upwork Profile
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