AI Disclosures on Social Media Posts Lead to User Disengagement, Study Finds
A new study conducted by researchers from the University of Southern California’s Marshall School of Business indicates that disclosing the use of Artificial Intelligence (AI) in social media posts causes users to disengage. The study, led by Stephan Carney, Ignacio Riveros, and Stephanie M. Tully, found that when users see an AI disclosure, they perceive the creator as having put less effort into the content, leading to a diminished sense of authenticity and reduced engagement. This effect was observed regardless of the user's age or the actual quality of the content, which was found to be similar whether AI was used or not. The researchers analyzed a million TikTok posts, a platform that has required AI disclosures since September 2023, allowing for a natural experiment to compare engagement before and after the mandate. They also conducted controlled experiments showing posts with and without AI labels to gauge user reactions. The core finding is that AI use disrupts the 'parasocial connections'—one-sid...
