Social media, artificial intelligence (AI), and one burning question: How to balance problems and progress?

Research methodology This compact case study was developed from secondary sources readily available in the public domain. These secondary sources included websites, videos and articles. Case overview/synopsis Throughout 2023, social media companies faced a wide range of criticism on several fronts. Critics claimed that the companies were not doing enough to manage content and the algorithms were influencing American public opinion in the Israel-–Hamas war. Others argued that social media was negatively impacting the mental health of American youth. In response, the platforms reiterated their neutrality and emphasized the features, functions and policies that were designed to address the issues and encourage a positive user experience. As generative artificial intelligence (AI) grew in popularity, the impact on social media was inevitable. Was the convergence of social media and AI inspiring progress or exacerbating problems? How would society balance the opposing forces in a rapidly evolving environment? Complexity academic level This case should be used in marketing and management classes at the undergraduate level. Applicable concepts include AI, social media, content and information.