SURBHI GOSAIN
ASSISTANT PROFESSOR
In today’s fast-paced business world, artificial intelligence (AI) is reshaping how content is shared across social media platforms. This discussion delves into the opportunities and challenges that AI-generated content presents in the digital space. For recent graduates, mastering strategies to leverage social media for viral marketing is crucial—not only as a means to cut advertising costs but also to reach a broader audience. Therefore, it is essential to recognize both the advantages and potential risks of utilizing AI-powered content for social media marketing. Programs such as PGDM and PGDM IB at JIMS Kalkaji provide students with valuable insights into harnessing viral trends effectively to enhance brand awareness and strengthen audience engagement.
Artificial intelligence (AI) is rapidly transforming the world of social media marketing, making it easier than ever for brands and individuals to create viral content. From AI-generated images and deepfake videos to hyper-personalized advertising, AI has become a powerful tool for shaping online trends. These AI-driven trends are capturing global attention, driving engagement, and redefining the way people interact with social platforms. While AI’s ability to predict and generate viral content presents exciting opportunities for marketers, it also raises significant concerns about privacy, misinformation, and ethical considerations.
The Hype: How AI-Generated Trends Are Dominating Social Media
AI-powered trends are taking social media by storm, making it possible for content to spread quickly and reach millions of users. One of the key reasons for this success is AI’s ability to analyze user behaviour, identify trending topics, and generate content that aligns with consumer interests. Brands are now using AI-driven algorithms to optimize their content strategies, ensuring their posts resonate with audiences and maximize engagement. Whether it’s AI-generated art, interactive filters, or virtual influencers, AI is enabling new levels of creativity in social media marketing.
One of the most popular AI-generated viral trends involves deepfake technology, where AI creates hyper-realistic videos of people saying things they never actually said. While deepfake content is often used for entertainment, it has also been criticized for its potential to spread misinformation. Another viral trend is AI-powered image generation, where users transform their selfies into different artistic styles, such as Studio Ghibli-style or 3D-rendered avatars. These trends drive massive engagement, but they also raise concerns about how personal data is being collected and used.
AI is also revolutionizing influencer marketing. Virtual influencers—AI-generated personalities—are now being used by brands to promote products and interact with audiences. These digital influencers never age, never make mistakes, and can be completely controlled by brands, making them an attractive alternative to human influencers. However, some argue that AI influencers lack authenticity, making it difficult for audiences to connect with them on a deeper level.
The Risks: Privacy Concerns and Ethical Dilemmas
While AI-generated trends bring significant benefits to social media marketing, they also introduce risks that should not be ignored. One of the biggest concerns is user privacy. Many AI-powered tools require users to upload photos, videos, or personal information to generate viral content. However, this data is often stored, analyzed, and used for purposes beyond what users originally intended. For example, AI-powered filters that transform selfies into artistic images may collect metadata, such as location and timestamps, which could be misused by third parties.
Misinformation is another major risk. AI-generated deepfake videos and automated content recommendations can make it difficult for users to differentiate between real and fake information. This creates ethical challenges, especially when AI is used to manipulate opinions or spread propaganda. Brands that rely on AI-driven marketing strategies must ensure their content remains truthful and does not contribute to the spread of misinformation.
Furthermore, bias still affects AI algorithms. AI algorithms may reinforce preconceptions and assumptions found in the dataset because they are trained on pre-existing data. This may result in recommendations for biased content, which would restrict the range of viewpoints on social media. To make sure AI-generated content doesn’t reinforce negative prejudices or marginalize marginalized perspectives, marketers should routinely check it.
Another concern is the loss of human creativity. While AI can generate content quickly and efficiently, some argue that it lacks the emotional depth and originality that human creators bring. Social media marketing thrives on authenticity, and excessive reliance on AI-generated content may make brand messaging feel robotic or disconnected. Marketers must find a balance between AI-powered automation and human creativity to maintain genuine engagement with their audiences.
The Reality: Balancing Innovation and Ethical Responsibility
AI’s role in social media marketing is only expected to grow, making it essential for marketers to use AI responsibly. While AI-generated trends can drive engagement, improve efficiency, and personalize content, ethical considerations should always be prioritized. Brands that leverage AI in their marketing strategies must be transparent about data collection, ensure AI-driven recommendations remain fair, and actively work to combat misinformation.
A responsible approach to AI usage involves establishing robust data privacy policies. Businesses should transparently convey how they gather, store, and utilize user data, enabling individuals to make informed choices regarding their online engagements. Furthermore, companies must oversee AI-generated content to ensure it adheres to ethical guidelines and does not play a role in spreading misinformation or deceptive narratives.
Transparency is also key when using AI in influencer marketing. If a virtual influencer is AI-generated, brands should disclose this information to audiences, ensuring they understand that interactions are not with a real person. Authenticity remains a crucial aspect of social media marketing, and maintaining trust between brands and consumers should always be a priority.
Another best practice is combining AI-driven insights with human creativity. While AI can provide valuable data on audience preferences and engagement metrics, human marketers should remain actively involved in content creation. AI should be viewed as a tool that enhances human creativity rather than replaces it entirely. By integrating AI with human oversight, marketers can create compelling and trustworthy social media campaigns.
Ultimately, AI-generated viral trends are reshaping social media marketing in exciting ways, but their impact should be carefully considered. While AI has the potential to create engaging, innovative, and highly personalized content, it is important to address privacy risks, misinformation, and ethical concerns. By leveraging AI responsibly, brands can harness its power to build strong digital connections, drive meaningful interactions, and create viral content that resonates with audiences without compromising authenticity or trust.
