Last week, BuzzFeed CEO Jonah Peretti openly criticized social media giants TikTok and Facebook parent Meta in an open letter to their respective CEOs, Zhang Yiming and Mark Zuckerberg. Peretti argued that these platforms no longer “care very much about content” and have instead shifted their focus to technology and artificial intelligence (AI), potentially at the cost of genuine social interaction.
The Shift Towards AI-Powered Social Media
Peretti suggested that social networks now prioritize content designed to elicit negative emotions, such as anger and frustration, to drive engagement. While his remarks were also tied to the announcement of BuzzFeed’s upcoming social media platform focused on “spreading joy” and “playful creative expression,” they raised broader concerns about the evolving role of AI in social media.
Dr. Pablo Rivas, assistant professor of Computer Science at Baylor University, explained how platforms increasingly rely on advanced machine learning techniques—such as deep neural networks and reinforcement learning—to curate feeds, moderate content, and enhance user engagement. While these technologies can create highly personalized experiences, they can also inadvertently amplify sensational or polarized content.
The Ethical Dilemma of AI-Driven Engagement
AI-driven algorithms excel at predicting user preferences and surfacing the most engaging material. However, this optimization can come at a cost—rewarding divisive content that maximizes clicks and interactions rather than fostering meaningful online discourse.
“If used thoughtfully, AI can serve as a powerful force for positive online interactions by spotlighting fact-based, meaningful contributions,” Rivas noted. “This requires not just robust algorithmic design but also a commitment to ethical principles—transparency, fairness, and respect for user autonomy.”
Finding the Balance Between AI and Authenticity
The challenge now is finding a balance between leveraging AI to enhance user experiences while ensuring that social media remains, at its core, social. This means prioritizing transparency in algorithmic decision-making, mitigating the spread of harmful content, and fostering environments that encourage authentic connections rather than divisive engagement.
As platforms continue to evolve, industry leaders, regulators, and users alike must advocate for responsible AI use—ensuring that technology enhances, rather than diminishes, the social fabric of digital interactions.
