Keywords
Digital Business
Content Moderation
Facial Recognition
How to Cite
Abstract
The development of artificial intelligence (AI) has become a key driver in the digital transformation of various sectors, including social media. This study aims to analyze the application of artificial intelligence on the Facebook platform and examine its impact on improving service efficiency and digital business development. This study uses a qualitative approach with a literature review method, through a search of academic sources, official Meta Platforms reports, and relevant online publications. The results show that Facebook integrates artificial intelligence in three main functions: the content recommendation system (News Feed), content moderation, and facial recognition technology. The implementation of AI has been shown to improve the personalization of user experiences and the efficiency of data management, but also raises ethical and privacy challenges that require attention. This study confirms that the use of AI in social media contributes significantly to strengthening an adaptive and data-oriented digital business ecosystem.
References
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