Social data: AI's fuel

AI + SOCIAL

Social media data: The inevitable fuel for AI

Major social platforms like LinkedIn, Meta, X, and Google are using user data to train AI, sparking fresh concerns about privacy. This practice has become standard, leaving many to wonder if it's an unavoidable consequence of the digital age.

Here’s what you need to know

• LinkedIn, Meta, X, and Google are all using public user data to train AI models.

• Consent is often implied, with users automatically opted in unless they choose to disable these settings.

• Privacy concerns are growing, but AI development may make this practice difficult to avoid.

LinkedIn’s quiet data shift

LinkedIn, owned by Microsoft, recently revealed it uses public user data to train AI models, raising privacy concerns. While European users are exempt, others were automatically opted in without explicit consent. Users can opt out, but the controversy reflects a wider industry trend.

Meta’s data-heavy approach

Meta has long collected user data, now using it to train AI models. Public posts, comments, and photos on Facebook and Instagram have been fed into these models for over a decade. In regions like the EU, users can opt out, but elsewhere, they have little choice.

X’s legal troubles in Europe

X, formerly Twitter, faced backlash for using public posts to train its chatbot, Grok. Legal action from several European countries led to a halt in data scraping there, but the practice continues elsewhere, sparking ongoing concerns about user consent.

Google’s AI ambition with YouTube

Google has been using YouTube data to train AI models, including GPT-4. Though covered by terms of service, content creators remain largely unaware their work is being used for AI development. The lack of transparency continues to be a contentious issue.

AI as the new advertising

Much like how social media data has fuelled targeted ads, it is now powering AI models. While this raises valid privacy concerns, it seems like an inevitable shift. AI development needs vast amounts of data, and social platforms are a key resource. The trade-off between innovation and privacy will continue to be debated.

The digest

AI poised to transform the future of SEO: According to recent research by The Information, over 75% of readers now use AI tools over traditional search engines like Google, signalling a major shift in how we access information. As AI-driven solutions continue to gain traction, even a 20% shift in search behavior could have a transformative impact on the SEO landscape.

Labour’s early successes in crisis management undermined by strategic comms misstep: Writing in PR Week, John McTernan, the former head of political operations for Tony Blair says in its first 60 days, the UK Labour Government showed strength in defining the economic crisis and handling unexpected racial riots with swift, decisive action. However, a lack of strategic media planning for August left a communications vacuum, allowing critics to dominate the narrative during the traditionally slow news month.

Grayling UK boss reflects on first year as CEO and new PR trends: In PR Week’s Beyond the Noise, Heather Blundell, CEO of Grayling UK, shares insights on her transition into the role, highlighting Grayling's regional growth and innovative initiatives like Grayling Media. She discusses the importance of strong media relationships, recruitment challenges, and the agency's positive strides in diversity, equity, and inclusion.

AI in comms: Enhancing productivity, personalisation, and crisis response: At the AI Deciphered panel in New York, communications leaders discussed how AI streamlines their work, from Spotify's Grey Munford using it to filter thousands of daily messages, to Microsoft’s Stephanie Cohen Glass leveraging AI for global translation and data insights. While AI boosts efficiency, panelists also highlighted the risks of misinformation, urging PR pros to adapt to faster crisis response times.

Influencer marketing set to hit $24 billion in 2024, AI adoption on the rise: The 2024 Influencer Marketing Benchmark Report reveals the industry’s continued growth, projected to reach $24 billion by year’s end, with 60% of respondents planning to increase their influencer budgets. Despite advances in AI, only 63% of marketers are using it for influencer campaigns, while TikTok remains the dominant platform, utilized by 69% of brands.

Harnessing innovation and ethics in government comms: Simon Baugh, Chief Executive of the Government Communication Service, has announced three new guides to help comms professionals leverage new tech while upholding ethical standards. These include an innovation strategy, a framework for ethical innovation, and a generative AI policy, now available following the recent election.

SOVEREIGN AI

The global race for AI sovereignty heats up

The idea that every country should develop its own AI capabilities - “sovereign AI” - is gaining traction, with major companies like Nvidia and U.S. policymakers promoting the initiative. At POLITICO’s AI & Tech Summit, leading figures discussed America’s strategy for maintaining control over AI development while balancing corporate dominance.

Here’s what you need to know

• The U.S. government is pushing for public AI infrastructure to counterbalance the concentration of AI capabilities among big tech companies.

• Countries are developing AI supercomputing infrastructures to maintain national control, with the U.S. supporting research through initiatives like the National AI Research Resource (NAIRR).

• Sovereign AI models are being developed to preserve national languages and culture, but the U.S. must also guard against foreign powers, particularly China, dominating AI development.

Government investment in AI infrastructure

White House science chief Arati Prabhakar emphasised the need for public AI resources to counterbalance the growing power of tech giants. The U.S. is investing in AI infrastructure like the National AI Research Resource, aiming to support researchers and promote a more diverse AI ecosystem. Congress is currently considering a $2.6 billion funding bill for NAIRR.

The global race for AI dominance

Nations like the Netherlands and Brazil are developing AI models and supercomputing infrastructures to maintain national control and protect cultural interests. Countries are racing to build AI systems that align with their national priorities, creating a competitive global AI landscape.

The role of private companies and geopolitical risks

Private companies like Nvidia have a vested interest in leading the AI infrastructure race, but some experts warn that relying on corporate power may compromise the U.S. government’s ability to set AI standards. Former U.S. CTO Michael Kratsios highlighted the risk of adversarial powers, like China, stepping into the void if the U.S. fails to maintain its leadership in AI.

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