AI-GENERATED CONTENT AND ITS EFFECTS ON SOCIAL MEDIA ENGAGEMENT

Povzetek

The swift progression of artificial intelligence (AI) technologies has had a profound effect on various sectors, dramatically altering how digital content is produced, disseminated, and consumed. Within the sphere of social media, AI-generated content is gaining prominence, offering individuals, influencers, and organizations new tools to craft content that is not only high in quality but also personalized and interactive. These developments have made it possible to create engaging digital experiences with greater efficiency and precision. However, alongside the benefits of AI-assisted content creation, new ethical and security challenges have emerged. Technologies such as Deepfakes, which use AI to fabricate realistic but false audio and video content, pose significant concerns. These concerns include the spread of misinformation, the potential for fraud, and threats to cognitive security and public trust. While AI improves innovation, fosters engagement, and allows for content tailored to specific audiences, the misuse of AI—particularly through Deepfake applications—raises critical questions about authenticity, transparency, and accountability in the digital landscape.