The Contributions Of Artificial Intelligence In Enhancing The Functionality Of Social Media Applications: A Study Of A Sample Of Employees In The Central Administration At The University Of Relizane

Abstract

Artificial intelligence has become the talk of the public and private and is already considered a force of attraction, as all companies and even the media use it within the tasks of their workflow. The world today is taking rapid steps towards the era of artificial intelligence, which has become a dominant force in all fields, especially the media field, which is the fourth and dominant authority and even the most influential in the broad masses. Artificial intelligence, with its various applications, has made a great revolution in the field of media, especially in social networking sites, which in turn has evolved frighteningly and surpassed other known print, audio and visual media and has become an alternative to them in the communicative process between individuals in the transfer and exchange of information, ideas and news, and social media has become one of the features of the era and one of the most influential means of shaping the thought of society. Thus, social media sites become more dangerous when advanced artificial intelligence is added to them, and here they become a double-edged sword, either positive in enhancing human behavior, increasing science and knowledge, exchanging scientific experiences and reaching useful goals, or negative in that they threaten human values and are devoid of their essence and become like a machine or a destructive weapon directed at destroying rather than building.