Examining embedded apparatuses of AI in Facebook and TikTok

In popular discussions, the nuances of AI are often abridged as “the algorithm”, as the specific arrangements of machine learning (ML), deep learning (DL) and automated decision-making on social media platforms are typically shrouded in proprietary secrecy punctuated by press releases and transparency initiatives. What is clear, however, is that AI embedded on social media functions to recommend content, personalize ads, aggregate news stories, and moderate problematic material. It is also increasingly apparent that individuals are concerned with the uses, implications, and fairness of algorithmic systems. Perhaps in response to concerns about “the algorithm” by individuals and governments, social media platforms utilize transparency initiatives and official statements, in part, to deflect official regulation. In the following paper, I draw from transparency initiatives and statements from representatives of Facebook and TikTok as case studies of how AI is embedded in these platforms, with attention to the promotion of AI content moderation as a solution to the circulation of problematic material and misinformation. This examination considers the complexity of embedded AI as a material-discursive apparatus, predicated on discursive techniques—what is seeable, sayable, knowable in a given time period—as well as the material arrangements—algorithms, datasets, users, platforms, infrastructures, moderators, etc. As such, the use of AI as part of the immensely popular platforms Facebook and TikTok demonstrates that AI does not exist in isolation, instead functioning as human–machine ensemble reliant on strategies of acceptance via discursive techniques and the changing material arrangements of everyday embeddedness.