AI and Social Media: A Political Economy Perspective

We consider the political consequences of the use of artificial intelligence (AI) by online platforms engaged in social media content dissemination, entertainment, or electronic commerce. We identify two distinct but complementary mechanisms, the social media channel and the digital ads channel, which together and separately contribute to the polarization of voters and consequently the polarization of parties. First, AI-driven recommendations aimed at maximizing user engagement on platforms create echo chambers (or “filter bubbles”) that increase the likelihood that individuals are not confronted with counter-attitudinal content. Consequently, social media engagement makes voters more polarized, and then parties respond by becoming more polarized themselves. Second, we show that party competition can encourage platforms to rely more on targeted digital ads for monetization (as opposed to a subscription-based business model), and such ads in turn make the electorate more polarized, further contributing to the polarization of parties. These effects do not arise when one party is dominant, in which case the profit-maximizing business model of the platform is subscription-based. We discuss the impact regulations can have on the polarizing effects of AI-powered online platforms.