Originally posted in New Age on 21 November 2024
ARTIFICIAL intelligence has a multifaceted impact on digital contents and social media. In recent years, the impact of AI-embedded social media channels has had a profound effect on developing countries. These technologies have transformed both economic activities and social activism by providing new frontiers for growth and civic engagement that were previously inaccessible. Social media platforms, for instance, Facebook, WhatsApp, Instagram, and TikTok, are becoming more user-friendly but sophisticated and popular with AI-driven algorithms. These platforms have become a go-to place for small businesses, social activists, and communities to leverage the digital media for ensuring social development. In areas where scope, resources, and infrastructure are scarce, AI-powered social media is making a tangible difference, enhancing economic resilience and social transformation.
Economic opportunities and growth
AI IS revolutionising every aspect of our lives, including businesses. AI’s accelerated development has made the technology widely available and accessible. However, the AI’s ethical practices in their business models and/or to streamline their operations represent a unique opportunity to maximise their impact. The social economy represents 7 per cent of global GDP, and generative AI could add values between $182 billion and $308 billion annually to the sector.
One of the most significant economic impacts of AI-driven social media platforms in developing countries is the opportunity for small and medium businesses and entrepreneurs to reach wide-ranging markets and consumers at relatively low costs. In many areas, conventional methods of advertising are expensive and often somewhat ineffective for smaller enterprises considering their limited budgets. Social media provides an alternative channel for small businesses to access customers directly, promote products, and build brand loyalty without heavy financial investment.
For example, in Nigeria, local businesses are now using WhatsApp to engage with customers. They share product catalogues and coordinate delivery services through this application. With limited investment, entrepreneurs can now maintain direct communication with consumers and expand their customer base. This digital transformation allows businesses to operate and grow sustainably, even with minimal infrastructure, fostering rural economic growth and enabling a degree of financial independence that was previously unattainable. AI’s role in optimising these platforms — for example, by targeting specific audiences or enabling chatbots to handle routine customer enquiries — further enhances business productivity and customer satisfaction, benefiting both entrepreneurs and consumers.
Empowering through digital platforms
AI-DRIVEN social media plays an essential role in promoting social change and community development. In areas where access to educational materials and awareness campaigns are scarce, social media provides a platform for advocacy and outreach. AI algorithms amplify content, which enables social causes to reach diverse stakeholders across geographic and socioeconomic boundaries.
In South Asia, for example, social media has become a major platform for social movements promoting gender equality, education, and public health. In Bangladesh, local NGOs and INGOs leverage Facebook and other social media platforms to disseminate knowledge and organise campaigns to reach out to the less privileged communities by raising awareness on issues like education, health, employment, and gender equality. Facebook groups and pages allow NGOs to engage with wider people directly, share key information, and mobilise community support. Campaigns addressing issues such as women’s rights, mental wellbeing, and environmental sustainability are now able to gain visibility and attract participants even from the remote areas.
AI-powered tools, such as automated translation and customised content recommendations, further enhance the outreach by breaking language barriers and delivering relevant information to individual users. Social media, in this way, provides an essential platform for communities to engage in social discussions and collaborate on possible solutions — measures that would be difficult to achieve through conventional channels in parts where mainstream media coverage is limited.
Challenges and ethical considerations
THE benefits of AI-driven social media are evident. In addition, it is essential to acknowledge the challenges and ethical considerations associated with its use in developing nations. One major concern is the risk of misinformation. AI algorithms may amplify sensational or false content, which may potentially lead to mass unrest or confusion. Especially false rumours about sensitive issues like religion, political beliefs, and contentious issues can escalate violent clashes. Bangladesh has experienced several such vigilantisms over the years following the spread of social media misinformation. A few years back, a violent clash between police and protesters erupted in Bhola due to a social media derogatory post about Prophet Mohammad going viral, which was made from a fake account, and the four people were killed in the violence. Moreover, the privacy and data security of users are pressing issues, as personal data collected through these platforms may be vulnerable to misuse.
To mitigate these risks, digital platforms must invest in robust AI-driven moderation systems that can identify and limit harmful content while ensuring data transparency. Additionally, partnerships with local governments and organisations can ensure that these technologies are operated in a manner that aligns with the specific needs and contexts of developing nations.
To summarise, the integration of AI into social media platforms has emerged as a powerful tool for economic and social prosperity in developing nations. These platforms provide valuable resources for communities that lack access to traditional infrastructure and resources by fostering entrepreneurship and enhancing the visibility of social causes. If we can responsibly operate the AI-driven social media platforms, we can continue to empower individuals, strengthen grassroots economies, and promote social equity in parts that are often underserved. This digital transformation reflects the potential of AI to bridge gaps in opportunity, foster resilience, and support a more inclusive model of development in the digital era.
S M Khalid is a dialogue associate of the Centre for Policy Dialogue.