Artificial intelligence in social media and its impact on language

Abstract

The aim of the study was to determine how computational linguistics tools are changing the use of the Kazakh language in the digital environment. The research explored the features of various artificial intelligence (AI) types, including Natural Language Processing (NLP) and machine learning. To achieve the research goal, survey, comparative analysis, and content analysis methods were used. It was proved that AI facilitates the processing of large volumes of textual data, and correctly selected algorithms are used for automatic translation or text generation for social media content. The focus of the study was on the functioning of AI in social media platforms like Facebook, Instagram, TikTok, and WhatsApp. During the research, an online survey of 200 respondents was conducted, including users of these platforms from Kazakhstan and the USA, to assess the impact of AI on social media. Processing the surveys of English-speaking participants was carried out to study the global practices of AI’s influence on language in social media. Based on the research, the study outlined the features of the formation of new vocabulary (neologisms, changes in meanings of existing words, slang) and changes in grammar and syntax (shortening, abbreviations, the influence of emojis on grammatical sentence structures, changes in syntactic constructions). It was proven that content personalization through AI adapts text according to consumer needs. However, to maximize the potential of this technology, it is necessary to improve machine translation algorithms, enhance data quality, and preserve the authenticity of language. The study also identified the features of the impact of social media on language in Kazakh and English cultures. The research revealed that AI-driven content automation is changing the linguistic landscape of social media by simplifying syntax, popularizing neutral styles, introducing new words and expressions, and standardizing digital language. The results of the study can be used to develop recommendations for the effective use of AI in social media while preserving linguistic authenticity and considering cultural peculiarities.