How Twitter is embracing Artificial Intelligence
What does artificial intelligence have to do with Twitter? You will find the answer in this article!
This article is about How Twitter is embracing Artificial Intelligence to take their business to the next level.
Artificial Intelligence allows us to automate all kinds of processes that until now were done manually, quite like creating promoted tweets or optimizing campaigns, and do it much more efficiently.
Artificial intelligence is moving forward, and machine learning will play an essential role in our technological future. The largest and best companies in the world already know this, and they are investing heavily in AI.
Artificial Intelligence and Machine Learning are much trending and also confused terms nowadays.
What is Artificial Intelligence?
The concept of artificial intelligence was suggested for the first time in 1956 by American IT engineer John McCarthy.
According to John McCarthy, “Artificial Intelligence is the science and engineering of making intelligent machines, especially intelligent computer programs. Artificial Intelligence is related to the similar task of using computers to understand human intelligence, but AI does not have to confine itself to methods that are biologically observable.”
Artificial Intelligence is purely based on the fact that the human brain can be mechanized and trained.
Simply put, AI’s goal is to make computers/computer programs smart enough to imitate the human mind behavior. Basically, we can teach machines to be like humans. We can give them the ability to see, hear, speak, move, and write.
What is Machine Learning?
Machine Learning (ML) is a subset of Artificial Intelligence. ML is a science of designing and applying algorithms that are able to learn things from past cases. If some behavior exists in past, then you may predict if or it can happen again. Means if there are no past cases then there is no prediction.
ML can be applied to solve tough issues like credit card fraud detection, enable self-driving cars and face detection and recognition. ML uses complex algorithms that constantly iterate over large data sets, analyzing the patterns in data and facilitating machines to respond different situations for which they have not been explicitly programmed. The ML algorithms use Computer Science and Statistics to predict rational outputs.
How Is AI Used in Social Media?
According to some research in AI in the social media market statistics, the worth of the market is estimated to be around 2,197 million $ by 2023. This creates an enormous amount of opportunities for Some companies.
Most of the top social networking companies like Facebook, Twitter, Instagram, LinkedIn, Snapchat have already adopted AI to scale up their processes and take their business to the next level.
It’s seems that, in the last decade, people increasingly have turned to social networks to express their opinions on everything from everyday life to politics and even businesses.
- Facebook uses advanced machine learning to do everything from serve you content to recognize your face in photos to target users with advertising.
- Twitter implemented AI firstly to give users a better UX (user experience) capable of finding interesting tweets suitable individually. Artificial intelligence helps twitter to detect fraud, propaganda and to remove hateful accounts.
- LinkedIn uses AI to offer job recommendations, suggest people you might like to connect with, and serving you specific posts in your feed.
- Snapchat leverages the power of computer vision, an AI technology, to track your features and overlay filters that move with your face in real-time.
- Instagram uses AI, is seen on its Explore page. Picking up trending posts and stories due to the hashtag that’s used, it presents them to you in a neatly wrapped package.
The social media that seems the most active in the area of expressing opinions is probably Twitter.
🔰🔰 HOW TWITTER USES AI IN PRACTICE 🔰🔰
With over 300 million active users monthly, the amount of data that gets generated on Twitter is huge. Handling this torrential data and making sure that the user doesn’t miss out on any important tweets is a challenging job for the data engineers.
More than 62% of users have confirmed that this network is the quickest information source, allowing people to feel a real time connection to the world.
Twitter is a company with massive amounts of data. Thus, it is no wonder that the company applies machine learning in various ways: from Timeline Ranking to Ads. From what tweets to recommend to fighting inappropriate or racist content and enhancing the user experience, Twitter has begun to use artificial intelligence behind the scenes to enhance their product. They process lots of data through deep neural networks to learn over time what users preferences are.
🔰How Twitter Rank The ‘Best’ Tweets On Your Timeline🔰
In 2017, Twitter overhauled how users’ feeds are organized, by using an AI algorithm to predict which tweets users would most like to see. AI controls what appears on your feed.
By using Natural Language Processing and tweet-ranking algorithms, Twitter analyses thousands of tweets per second to predict over time what tweets users would find most interesting, and shows them first rather that displaying them in reverse chronological order to “show the best tweets first”.
All the tweets since the user’s last visit are gathered and shown in reverse chronological order. Every tweet is given a relevance score by a model. This score indicates the likelihood of the user finding a certain tweet interesting. So, a collection of tweets with higher scores will show up, increasing their visibility. If the number of relevant tweets is high, there again needs to be an order which is now ranked based on the time of posting.
The following factors are considered to make predictions:
- The presence of image or video in the tweet and number of likes
- The user’s past interactions with the one who tweeted
- User’s history of likes and retweets and the time spent on Twitter
🔰Twitter Use Artificial Intelligence In Fighting hate speech🔰
After being criticized for not taking action to prevent the spread of hate speech on the platform, Twitter has turned to AI to help combat the issue. The sheer volume of tweets sent every day, identifying potentially harmful content is impossible without the use of AI.
Twitter AI is being used to identify racist content and hate speech, or content from extremist groups, using algorithms to flag up tweets using hate speech or promoting terrorist activities.
According to the Financial Times in the first half of 2017, AI-powered bots identified and took down 300,000 terrorist-related accounts.
🔰Twitter is using Machine Learning to crop photos to the most interesting part🔰
Many ways in which AI is employed by the platform may not be immediately obvious, but instead subtly improve the user experience.
In 2018, Twitter introduced a feature that uses AI to crop photos using face detection and creating a thumbnail from an entire image. . To do this, machine learning studies eye-tracking. Eye tracking records what area people look at first in a picture, meaning AI can understand which part of a photograph is most appealing.
It uses neural networks to identify the most interesting part of a photo to display as a thumbnail. Twitter can decipher which part of the image user would be interested in.
🔰Use Of Artificial Intelligence to optimize Twitter Ads🔰
A very unique characteristic of Twitter is that 85% of active users access it from a mobile device. Furthermore, in many cases, users comment using their mobile devices about content they are watching on TV at that moment, which offers unique opportunities for direct engagement between brands and their potential audience.
Applying AI to Twitter Ads makes it possible to combine all possible variables in terms of creativity: videos, images and text. In this way, it automatically generates a large number of variables, searching through all possibilities for the one that is most profitable.
The system is able to quickly identify the ads with greater CTR and ROI, those which achieve the best results with the smallest investment. After setting aside the less profitable ones, the campaign focuses on the ads that actually get results.
But it doesn’t stop there, and one of the main features of artificial intelligence systems is that its algorithms are capable of learning.
🔰Twitter Bots Use Machine Learning and Artificial Intelligence🔰
A bot — short for “robot” is a computer program that operates as an agent for a user or other program, or to simulate a human activity.
According to research by Twitter, 41% of its users use it to contact customer service, 37% to voice an opinion on a product or brand. This is where Twitter chatbots can help.
Twitter bots, also known as zombies, are automated Twitter accounts controlled by bot software. Bots are made from sets of algorithms which aid them in their designated tasks. These bots use Machine Learning which helps the chatbot learn from user’s inputs and requests. While they are programmed to perform tasks that resemble those of everyday Twitter users — such as liking tweets and following other users — their purpose is to tweet and retweet content for specific goals on a large scale.
Twitter bots can be used for helpful purposes, such as broadcasting important content like weather emergencies in real time, sharing informative content on messages, and generating automatic replies via direct messaging. Twitter bots also have been used for political propaganda and to influence elections.
CONCLUSION
It’s crystal clear that applying artificial intelligence to Twitter is something that is here to stay. Every day we see new and improved tech solutions to apply on social networks, and companies who do not keep up and use them will quickly fall behind.
In the digital age, AI is constantly transforming social media, from augmenting user experience to finding more effective ways to market products.
