EFFECT OF AI POWERED CONTENT RECOMMENDATIONS ON PERSONAL ENGAGEMENT IN SOCIAL MEDIA PLATFORMS

Abstract

The rapid expansion of social networking platforms has led to the widespread implementation of artificial intelligence (AI)-based content recommendation systems. These technologies utilize behavioral analytics and machine learning to tailor content for users, aiming to maximize relevance and engagement. This study examines how such AI-driven systems affect individual interaction patterns and content consumption on platforms like YouTube, Instagram, and TikTok.