Impact of AI on Communication Relationship and Social Dynamics: A qualitative Approach


  • Khurram Baig Ph.D Scholar, University Gillani Law College, Bahauddin Zakariya University, Multan Advocate High Court, Pakistan Author
  • Amaiqa Altaf Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan Author
  • Muhammad Azam Ph.D Scholar, Department of Sports Sciences and Physical Education Gomal University, Dera Ismail Khan, Pakistan Author



artificial intelligence, social media


The integration of artificial intelligence (AI) into social media platforms has ushered in a new era of digital communication, offering unprecedented opportunities for content curation, relationship-building, and information exchange. Through this qualitative study, we have explored the multifaceted impact of AI-driven algorithms and natural language processing (NLP) technologies on user experiences and societal dynamics, addressing key research objectives and questions. Our findings underscore the transformative potential of AI in enhancing content curation and user interaction on social media platforms. Participants highlighted the benefits of personalized content recommendations and AI-enabled features such as chatbots, which streamline user interactions and provide instant support. Furthermore, AI algorithms play a crucial role in facilitating relationship-building through friend suggestions and group recommendations, fostering community engagement and social connections among users. However, alongside these benefits, our study also revealed significant challenges and ethical concerns associated with AI integration in social media. Participants expressed concerns about the proliferation of echo chambers and misinformation, fueled by algorithmic biases and the spread of false information through social bots. Privacy considerations emerged as a prominent issue, with participants emphasizing the need for transparency and accountability in AI implementation to safeguard user data and mitigate risks of algorithmic surveillance. In light of these findings, it is evident that the responsible deployment of AI technologies is paramount in ensuring positive user experiences and preserving the integrity of digital information ecosystems. Ethical considerations must guide the design and implementation of AI-driven algorithms, prioritizing transparency, fairness, and user empowerment. Platform operators, policymakers, and civil society stakeholders must collaborate to develop robust regulatory frameworks and governance mechanisms that uphold ethical standards and protect user rights in the digital age.


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How to Cite

Baig, K. ., Altaf, A. ., & Azam, M. . (2024). Impact of AI on Communication Relationship and Social Dynamics: A qualitative Approach. Bulletin of Business and Economics (BBE), 13(2), 282-289.

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