What’s New in Social Media

Artificial Intelligence Is Redefining Social Media

In the digital era, a dynamic shift is taking place — social media platforms are being increasingly transformed by artificial intelligence (AI). Industry leaders such as OpenAI and Meta Platforms are working intensively on new solutions that could significantly change the way we consume and create content.

New Opportunities — and New Challenges

Video generation tools based on short prompts, such as OpenAI’s Sora, are opening new horizons: users can now create professional-looking videos on their own — something that was once reserved for film studios. Meta is introducing AI-powered elements to platforms such as Instagram and TikTok, including virtual characters and AI-generated content designed to deepen user engagement. 

However, what looks like a promising technological leap also brings serious dilemmas. On the one hand, there is huge potential: greater creativity, easier access to content production, new formats, and stronger engagement. On the other hand, there are risks: misinformation, difficulty in detecting manipulation, and copyright infringement.

Copyright and Automatically Generated Content

Representatives of the film industry, including Charles Rivkin from the Motion Picture Association, are raising alarms: copyright-infringing videos are already appearing in AI tools and on social media. In response, OpenAI has announced mechanisms that will allow creators greater control over their works and participation in revenue sharing. Meta, in turn, is experimenting with so-called “invisible” watermarks and AI-generated content labels — although experts note that such safeguards can be relatively easy to bypass. 

Mental Health, Credibility, and the Future of Content

Another major concern is the psychological impact on users — especially younger audiences. Tools like Character.AI have been criticised for potential emotional risks when users form relationships with bots or immersive AI-generated characters. 
Questions about content quality are also growing louder — while mass content generation is becoming easier and cheaper, it does not always translate into depth, coherence, or real value for audiences. This raises a key question: are we witnessing a revolution, or chaos in the digital world of social media?

Outlook: What This Means for Creators

For content creators, this is a time full of opportunity: AI tools can support the production of graphics, video, and text, enable personalised communication, and increase scale while reducing time investment. At the same time, it is crucial to maintain ethics, authenticity, and control over intellectual property rights. In the coming years, we may see a model in which users are not only consumers but also active creators — supported by AI. But this is also a time that requires vigilance: misinformation, fake content, and the rapid spread of automatically generated materials can undermine audience trust.

Source: “Big Tech Is Transforming Social Media with AI. Revolution or Chaos?” — Business Insider Poland, October 12, 2025 https://businessinsider.com.pl/wiadomosci/sztuczna-inteligencja-zmienia-media-spolecznosciowe/s14xm2j