Artificial intelligence has become the engine under the hood for how social media platforms curate, rank, and recommend content, but as AI power grows, so do concerns over who actually controls what users see. The article explains that platforms like Instagram, TikTok, X, and YouTube use advanced AI algorithms to personalise feeds based on vast amounts of user behaviour data — including what you click, linger on, share, skip, or react to — making these systems far more influential than the simple chronological timelines of earlier internet days.
One key issue the author highlights is that while AI optimises engagement, it doesn’t always optimise for users’ well-being or informed choice. Algorithms are typically rewarded for keeping eyeballs on the platform, which means they can amplify emotionally charged, sensational, or polarising content because such posts drive more reactions and longer watch times. As a result, users may find their feeds shaped more by business incentives and engagement models than by their actual interests or values.
The piece also discusses the opacity of social media AI — how companies guard their recommendation models as proprietary information — leaving users unaware of why certain posts appear or vanish from their feeds. This lack of transparency raises questions about algorithmic power and accountability, including how biases creep in, how misinformation spreads, and how platform design choices can have real-world social impacts. Critics argue that without clear controls or oversight, AI-driven feeds can reinforce filter bubbles and distort public discourse.
To address these concerns, the article suggests that users should demand greater transparency and control, such as clear explanations of how recommendation systems work, options to customise or reset feed-prioritisation logic, and regulatory safeguards that ensure platforms don’t just optimise engagement at all costs. Ultimately, the author argues, we need to recognise that AI doesn’t “choose” content- that power resides with platform design choices and corporate priorities — and users deserve a stronger say in how their digital attention is shaped.
