The rise of AI in Social Media

Artificial intelligence (AI) has established itself as a key tool in people’s daily lives, going beyond the professional sphere. In Spain, more than 13 million people use AI tools every month, with users ranging from younger to older generations.

In this context, both TikTok and Meta are committed to bringing AI into everyday use, though with distinct approaches. On one hand, TikTok has recently launched AI Alive, a feature that transforms static images into animated videos directly from the Stories camera. This innovation allows users to generate audiovisual content with AI without needing external tools. Additionally, the platform has implemented transparency measures such as labeling AI-generated content and using C2PA metadata, anticipating future regulations.

On the other hand, Meta is betting on a deeper and more personalized integration of AI within its ecosystem. Meta AI, its conversational agent, is already available on Facebook, Instagram, and WhatsApp, with around 1 billion users. Meta’s vision is for AI not only to help create content, but also to recommend and manage it.