The Changing Landscape of Social Media Engagement: LinkedIn’s AI Feature and its Implications

LinkedIn recently announced the implementation of a new feature that uses AI to present posts for users to comment on and discuss. This, along with Meta and Snap’s recent announcements about implementing AI in different forms in their products, is worth further consideration. These features will have significant implications for user experience design and social media expectations, presenting both advantages and disadvantages.

From a UX design perspective, the LinkedIn feature can provide a more engaging and efficient user experience. With the AI presenting posts for users, it eliminates the need for users to spend time scrolling through their feeds, looking for something to comment on or engage with. This can save users time and provide a more personalized experience that is tailored to their interests and preferences. They may find it easier to present valuable takes on these topics if they are thought-provoking and in the realm of their industry or expertise. Additionally, the AI-generated posts are likely to be optimized for engagement, increasing the likelihood of meaningful interactions between users. Since these posts are being disseminated by LinkedIn themselves, there is only further incentive to boost their visibility in their algorithm.

However, there are also potential drawbacks to this new world of AI-generated content. By relying on AI-generated posts, there is a risk that the platform could become too homogeneous, with a narrow range of perspectives and opinions. This could limit the diversity of thought and discussion on the platform and discourage users from engaging in meaningful dialogue. It is just as likely that users when they recognize an AI-generated post, will roll their eyes at the lack of authenticity and continue to scroll. That’s if LinkedIn is lucky. If these posts start to dominate feeds and be presented too often, there is a real possibility of users leaving the platform altogether.

Overall, the introduction of this feature marks a significant shift in social media expectations overall. Rather than relying on users to generate content, the platform is taking on a more active role in promoting and facilitating discussion among users — a bold stance. This places a greater emphasis on engagement and interaction, rather than individual expression and personalization.

As social media platforms continue to evolve, UX Designers will need to consider the trade-offs between personalization, authenticity, and efficiency and how they will affect the emotional and personal experience of these products which has historically been their bread-and-butter. They will need to strike a balance between these different factors to create a user experience that is both effective and authentic. This will require designers to consider not only the needs and preferences of their users but also the potential implications and ethical considerations of introducing AI into the social media landscape amongst human users.

The implementation of this new feature presents both opportunities and challenges for UX designers. While it can provide a more engaging and efficient user experience, it also risks reducing the personalization and authenticity that users have come to expect from social media. As social media platforms continue to evolve in this new landscape of mass-market generative AI, UX designers will need to carefully consider the benefits and drawbacks of relying on AI-generated content to facilitate discussion and engagement among users.