Craig Mercure 
Have you ever noticed how your social media feed seems to read your mind? One minute, you’re watching a cat video; the next, you’re drowning in pet memes. That’s no accident: artificial intelligence is pulling the strings.
A 2024 Statista report says 239 million U.S. adults use social media, and AI decides what fills those hours. Given that the total number of internet users in the U.S. is 331 million, that’s a huge number.
This article unpacks how AI curates your online world, shapes your habits, and stirs up ethical debates worth thinking about.
The Role of AI in Curating Content
AI is the backbone of platforms like Instagram, TikTok, and Twitter, sorting through a flood of posts to hand-pick your feed. It may look like magic, but it’s math: algorithms study your likes, shares, and even how long you linger on a photo.
According to Facebook, its AI-driven algorithms look at your activity, like sharing a post or liking a picture. This is then used by AI as a signal to predict your behavior.
Companies feed these systems mountains of data, think 2.5 quintillion bytes daily, per ScienceDirect, to predict what keeps you hooked. It is also estimated that this will be 463 exabytes this year.
Picture a college student on Instagram. They watch a cooking reel, and soon, their feed is packed with recipes and chef tips. It’s fast and tailored, but it’s also a glimpse of how AI turns raw data into a personal playlist of content.
How Engagement-Driven Algorithms Shape Behavior
These algorithms aren’t just picking posts, they’re molding how you act online. They chase engagement, be it likes, comments, or shares, because that’s where the money is.
Due to human psychology, teens feel pressure to post attention-grabbing stuff, thanks to this system. If you react to a wild conspiracy video, the AI takes note and doubles down, filling your feed with more edge-pushing content.
This creates a loop. You argue in a comment thread, and suddenly, your screen’s a hotbed of debates. Platforms lean into what stirs you up. That might mean viral challenges or heated politics, subtly nudging your mood and choices with every swipe.
Ethical Concerns Surrounding Content Recommendations
AI’s knack for engagement can backfire. Endless scrolling might flood your feed with perfect bodies or toxic rants, and research ties this to real harm.
A 2024 Common Sense Media report found that kids’ usage of social media, especially TikTok and Instagram, is on the rise. That’s a big reason 41 states launched Instagram lawsuits in 2025, arguing Meta’s algorithms are negatively affecting teens. Extensive research is, in fact, pointing towards the same troubling trend.
TruLaw notes that this is giving rise to severe mental health issues like depression, which is a serious concern among young people.
Privacy’s on the chopping block, too. AI tracks your every move, clicks, searches, and even pauses, building a profile sold to advertisers. Bias is another snag: if the data’s off, recommendations can amplify stereotypes or fake news, skewing your view of the world.
Power and Responsibility
Who’s accountable when AI goes too far? Platforms rake in billions. For instance, Meta alone hit $164 billion in 2024 revenue, per Statista, but at what cost? Critics say they prioritize profit over people, especially vulnerable teens who are still figuring out who they are.
A 2024 Deloitte survey found that 51 percent of parents worry social media’s design hooks their kids too deep, echoing lawsuit claims about addictive features.
It’s not all doom. AI can connect you to communities or ideas you’d never find otherwise. But when it pushes divisive posts or endless ads over balance, it’s fair to ask: should algorithms have this much sway? Some say it’s like handing a kid a slot machine rigged to keep them pulling the lever.
What’s Next for AI and Social Media?
Change might be coming. Lawsuits and public pushback could force platforms to tweak their AI, maybe dialing back the obsession with engagement.
A 2024 TechCrunch article predicts tighter AI regulations by 2025. Users can fight back, too: tweaking settings or cutting screen time shifts what the algorithm sees. Small moves, sure, but they add up.
AI-driven algorithms are the unseen architects of your social media life, curating feeds to keep you hooked and engaged. They’re brilliant at it, but the ripple effects hit hard.
With lawsuits brewing and stats piling up, it’s clear the power’s real, and so are the risks. Next time you scroll, consider who’s steering, and maybe ask what’s worth seeing. A little awareness could go a long way.
