Human Behavior and Emerging Technologies

Running Head : RESEARCH PROPOSAL
Research Proposal
Name of the Student
Name of the University
Author Note

RESEARCH PROPOSAL1
Introduction
It is found that with more than 2.5 billion users have expected to have minimum one
social media channel by the end of the year 2018. Significantly, the marketers are rapidly
combining all of such platforms along with the technologies that are emerging to reach out to the
developing audiences. Hence, it is evident that the social media platforms are making use of the
AI and the marketers are availing all the benefits. With the development of the technologies,
there is a wide range of the tools that are being implemented in the whole race for winning the
customers on the social media. It does not stop at the acquisition of new customers only1.
Moreover, the artificial intelligence is seeing the way into the experience of the user having
created a better journey for the users. The artificial intelligence has evolved over half of the
century with a steady progress in development of computers that can manipulate the symbols.
Also, in the middle of the 1990’s the commercialization along with the diffusion of internet , the
exponential growth in the power of computation have come to the fore giving ‘intelligent agent’
a perfect definition. It can be said further that whether it is termed as an agent or defined as
virtual or artificial, these are some of the emerging applications and these are the product of
many technologies2. It can be the linguistic sciences, the voice recognition, the machine learning,
natural language processing, the predictive statistics, deep learning algorithms and many others.
The study will be aimed at analysing the impact of artificial intelligence on social media. The
analysis will also include the way marketers are availing the benefits of AI in terms of their
marketing.
The aims and objectives of the research
1 Dietterich, T.G., 2017. Steps toward robust artificial intelligence. AI Magazine, 38(3), pp.3-24.
2 Gao, J., Galley, M. and Li, L., 2019. Neural approaches to conversational ai. Foundations and Trends® in
Information Retrieval, 13(2-3), pp.127-298.

RESEARCH PROPOSAL2
 To analyse what are the impacts of the artificial intelligence on social media
 To highlight what are the positive impacts of AI on social media
 To highlight what are the negative impacts of AI on social media
 To elaborate some of the significant recommendations on how AI can be used through
social media for marketing purpose.
The research questions:
What are the impacts of artificial intelligence on social media as a whole?
What are the positive impacts of AI on the social media ?
What are the negative impacts of AI on the social media ?
What are the usages of AI through social media for marketing purpose?
Literature Review
The artificial intelligence
In the general sense, the AI is the computational tools which can substitute for the human
intelligence in terms of the performances of certain types of risk. This is the technology which is
advancing currently similar to the exponential growth that is experiences by some of the database
technologies in the later part of the nineteenth century3. The databases have developed for
becoming the core infrastructure driving enterprise level software. Equally, maximum value that
is added from the software over the coming of the decades to stay driven in parts by the AI4.
Sometimes, it is also called the machine intelligence that is in contrast to the natural intelligence.
3 Paul, P., Bhuiya, M.A.U.A., Ullah, M.A., Saqib, M.N., Mohammed, N. and Momen, S., 2019, August. A Modern
Approach for Sign Language Interpretation Using Convolutional Neural Network. In Pacific Rim International
Conference on Artificial Intelligence (pp. 431-444). Springer, Cham.
4 Huang, M.H. and Rust, R.T., 2018. Artificial intelligence in service. Journal of Service Research, 21(2), pp.155-
172.

RESEARCH PROPOSAL3
The terms ‘artificial intelligence’ is use for describing the machines that actually mimic
‘cognitive; functions associated with the human mind as problem solving and learning. When the
machines become extremely capable, the tasks that are considered for requiring ‘intelligence’
removed often from the actual definition of AI.
The safety concerns of AI
The goals of keeping the impact of AI on the society concerns where the verification, the
security, the validity and the control are also concerned. It is also important that an AI systems
does whatever it is instructed to so and controls the machines when applied5. Through the
invention of revolutionary technologies might be useful for solving many of the issues in the
human history and so will the AI do. However, there are some of the safety concerns related to
the AI and its activities6. The privacy of the personal accounts stay vulnerable to the AI and
although AI is designed for doing something quite beneficial, there develops a destructive
method for the achievement of its goal. This might happen when people actually fail to align the
goals of AI with theirs which is difficult. It is also found that people such as Elon Musk, Stephen
Hawking, Bill Gates, Steve Wozniak have expressed some of the concerns in media and through
the open letters regarding the risks posed by the AI7. The fact that AI has the potential of
becoming quite more intelligent than any such human, one has no such idea of predicting the
way it will behave.
Artificial Intelligence used on social media
5 Russell, S.J. and Norvig, P., 2016. Artificial intelligence: a modern approach. Malaysia; Pearson Education
Limited
6 Pallas, D., Tsoukalas, V. and Papoutsidakis, M., 2019. Artificial Intelligence Application in Performance of Engine
WIN GD XDF-72. Artificial Intelligence, 6(12).
7 Imran, M., Alam, F., Ofli, F. and Aupetit, M., 2017. Enabling rapid disaster response using artificial intelligence
and social media.