top of page
  • Tanushree Vaish

Demystifying Artificial Intelligence – How Does It Work?

Updated: Dec 23, 2021

Artificial intelligence refers to a machine's ability to exhibit human-like qualities such as reasoning, learning, planning, and creativity. It refers to the simulation of natural intelligence in computers that have been programmed to learn and mimic human actions. These machines can learn and do human-like activities as they gain experience. As artificial intelligence (AI) technology advances, it will have a significant impact on our quality of life. It's only natural that everyone today wants to connect with AI technology in some way. Artificial intelligence resembles a terminator in that it can act and reason on its own. If you ask some AI experts about artificial intelligence, they will tell you that it is a collection of algorithms that can produce outcomes without being specifically directed to do so.

AI enables technical systems to sense their surroundings, deal with what they see, solve issues, and act in order to attain a certain goal. The computer receives data that has been pre-processed or obtained by its own sensors, such as a camera, processes it, and responds. AI systems can adjust their behaviour to some extent by analysing the impact of prior acts and operating autonomously.

Utilizing artificial intelligence

Most individuals believe that artificial intelligence thinks and behaves like humans. All of the excitement and worry surrounding artificial intelligence today is centred on the dystopian concept of "generalised AI," even though it does not exist (for now). Instead, the majority of Artificial Intelligence systems built by companies and researchers, including machine learning systems, are applied AI. Applied AI operates in a fairly narrow field: it excels at solving specific issues. A machine that recognises brands in photographs, for example, or a self-driving car, would fall into this category. Every day, you utilise applied AI without even realising it: when you talk to Siri or Alexa, when you watch your recommended movies on Netflix, or when Facebook suggests users to tag in your newly uploaded photos.

We utilise AI in our daily lives, from predictive messaging on our smartphones to voice assistants and real-time navigation. Even Amazon employs AI for recommendation purposes. Google uses AI systems to help locate recommendations in search engines or write letters, while Enterprise League uses AI to advise the best business partnerships and partners. Facebook, for example, uses Facebook Artificial Intelligence Researchers (FAIR) to control the flow of information that appears on its site. AI estimates predictions based on massive volumes of data. Machine learning supports AI's capabilities. This differs from traditional software in that traditional software can only improve when humans manually update it. AI, on the other hand, is capable of self-improvement depending on previous performance and new data provided to it. As a result, AI can increase its forecast accuracy over time without the need for human intervention. AI can also remember every marketing plan, programme, preference, option, and so on, and utilise them to improve its performance over time. Personal preferences, areas you search for, sites you visit, street language you use, beliefs, and interests are all used to generate new data for artificial intelligence systems.

Artificial intelligence in everyday life

The following are some AI-powered applications that you may not be aware of:

Shopping and advertising on the internet

Artificial intelligence is frequently utilised to present people with personalised recommendations based on their previous searches and purchases, as well as other online behaviour. AI is extremely significant in commerce for a variety of reasons, including product optimization, inventory planning, logistics, and so on.

Search online

To produce appropriate search results, search engines learn from the large amount of data provided by their users.

Personal digital assistant

Smartphones employ artificial intelligence (AI) to provide services that are as relevant and personalised as feasible. Virtual assistants that answer inquiries, make recommendations, and help organise daily activities have become commonplace.


While self-driving cars are not yet common, cars already include AI-powered safety features. In some places there are automated sensors that detect potentially harmful circumstances and accidents.

The navigation system is mostly AI-powered.


Based on constant data intake, pattern recognition, and backtracking, AI systems can assist in recognising and combating cyberattacks and other cyber threats.

Combating misinformation

Certain artificial intelligence programmes can detect fake news and disinformation by mining social media data, looking for terms that are dramatic or disturbing, and determining which online sources are deemed authoritative.

Translations by machine

Artificial intelligence is used by language translation software, whether based on written or spoken text, to provide and improve translations. This is also true for features like automated subtitling.

Homes, cities, and infrastructure that are smart

Smart thermostats use our behaviour to save energy, while smart city engineers want to regulate traffic to increase connection and minimise traffic bottlenecks.

Using artificial intelligence to combat Covid-19

AI has been employed in thermal imaging in airports and elsewhere in the example of Covid-19. In medicine, it can aid in the detection of infection using computerised tomography lung scans. It has also been used to collect data on the disease's spread.

What Role Does Artificial Intelligence Play in Social media?

Managing social media platforms (which are saturated with a plethora of people) is not a child's play; it necessitates a number of considerations. Social networking businesses are using artificial intelligence to analyse massive amounts of data to determine what's hot, different hashtags, and patterns. This analysis aids in comprehending user behaviour. Artificial intelligence can monitor unstructured user comments using various algorithms to provide a tailored experience and detect crises. The technology can also aid in the provision of content by assessing various activities as well as demographics.

The majority of the leading social networking companies have already implemented AI to scale up their processes and grow their business.

Artificial intelligence is a critical component of the major social networks you use on a daily basis.

Facebook employs advanced machine learning to deliver you content, recognise your face in photographs, and target users with ads. Instagram (owned by Facebook) use AI to recognise visuals.

LinkedIn uses artificial intelligence to provide job recommendations, suggest people you might want to connect with, and serve you specific content in your feed.

Snapchat uses computer vision, an AI technology, to detect your features and overlay filters that move in real-time with your face.

These are just a few instances of how artificial intelligence (AI) is used behind the scenes to enable features on the world's most popular social networks. And, across all social media platforms and each social media post, an AI algorithm or machine learning system governs how the content you create and the advertisements you buy are displayed to users—often in ways that marketers aren't totally aware of.

Here are a few of the top ways social media marketers can start using AI, machine learning, and intelligent automation technologies.

Social Media Intelligence and Social Media Listening

An artificial intelligence-powered social monitoring or social listening solution can provide insights from your brand's social media profiles and audience. This frequently entails utilising the power of AI to analyse social data at scale, comprehend what is being said in them, and then extracting insights based on that knowledge. When used correctly, this data enables AI social media monitoring tools to assist you in tracking global brand mentions, identifying emerging consumer trends, identifying new audiences to target, monitoring brand reputation, monitoring every social mention, and identifying promising new avenues for social media promotion. These actionable insights are supplied in near real-time, giving brands a competitive advantage.

Recognize the consumer's voice

It can be difficult to understand what various social posts signify simply by reading them one by one. Sarcasm, double meanings, and synonyms pushed prior automated analyses to the sidelines.

While it is clear for humans to recognise the intended sense of a word given the context (such as Orange), or to discern the tone if someone is being sarcastic (for sentiment analysis), computers do not. However, machine learning now provides us with incredibly accurate automated analysis. Complex models can be created to interpret the underlying meaning represented in posts that classic rule-based methods cannot capture.

Social Creation and Management

Marketers devote a significant amount of work to generating content for social media distribution, as well as managing distribution and interaction across platforms. A typical social media management platform can help with this by facilitating social media scheduling and monitoring. However, AI tools go a step farther. There are tools that can auto-generate social media material across networks, including with hashtags and shortened links. There are other tools available to auto-schedule these shares in bulk. Today, an AI application can handle certain forms of social media creation and management in minutes.

Advertising on social media

Almost any social media network now allows marketers to run sponsored advertising to platform users based on highly precise demographic and behavioural targeting. However, marketers must still write or generate ad creative...or do they?

Today, artificial intelligence solutions exist that will write Facebook and Instagram ads for you. The advertising is optimised for clicks and conversions as a result of AI's ability to forecast which language will increase results at scale.

Identifying new ideas and trends

Machine learning can be used to recognise patterns in language, photographs, and metadata. And we can now rely on these patterns to categorise posts into predetermined groups.

These patterns, on the other hand, can be utilised to detect new trends or themes that do not fit into a pre-existing set of values. The programme seeks out intriguing structures and attempts to group examples that are similar. These "unsupervised" machine learning techniques are highlighted as a discovery tool or when fresh results differ from what was expected.

Find the Right Influencer

Finding the proper influencer may help a brand get noticed. But how do you do it effectively? Artificial intelligence (AI) can assist.

AI-powered influencer research tools examine a wide range of social media statistics to determine which accounts can deliver the most engagement, reach, and influence for a certain market.

Final Thoughts

Proper social media analysis necessitates the use of the proper tools. Social media is teeming with useful information. And there are just too many talks taking place every day for you to keep track of them all manually. Artificial intelligence improves the strength and accuracy of your social media analysis.

Artificial intelligence is assisting social media companies in managing and making sense of large amounts of data in order to learn about the newest trends, user behaviour and interests, identify and prohibit harmful content, and for a variety of other objectives. It has a promising future in this market because it improves user experiences and allows firms to better serve their customers. AI also plays an important part in social media marketing by allowing marketers to analyse their company's performance and find people who may be converted into potential consumers.


bottom of page