In a world characterised by digital interactions, artificial intelligence has the potential to fundamentally change the way we communicate. Especially in the field of social media, AI opens up new horizons that are both fascinating and challenging.
Analysing millions of pieces of data in a matter of seconds and gaining valuable insights from them. This is exactly what AI makes possible in social media. By analysing user behaviour, it is possible to better understand target groups and develop tailored marketing strategies. The idea that machines can be creative may seem strange at first. But AI proves the opposite. It can automatically generate texts, images and videos and deliver amazingly creative results. This not only saves time and resources, but also enables scalable content production that meets the individual needs of users. However, such artificially generated content should be used with caution, as legal framework conditions must of course also be observed here.
But where there is light, there is also shadow. The use of AI brings with it legal challenges that should not be ignored.
- Liability: Even if content is generated by AI, the responsibility for the content remains with the company. Incorrect or misleading information can have legal consequences.
- Copyright: If AI-generated images and texts are similar to an existing copyrighted work, this may constitute copyright infringement.
- Data protection: The handling of personal data, especially when using AI, requires special care. Companies must ensure that they comply with data protection laws and, for example, that personal data is only used for prompting with the appropriate authorisation.
When the EU AI Regulation came into force in August 2024, new rules were introduced that specifically affect the use of AI. For example, deepfakes must be clearly labelled as such and the artificial nature of any interaction between AI and humans - for example when using chatbots - must be disclosed.
AUMA focused on the topic of AI use in social media at the AUMA Social Media Trade Fair Forum on 30 September and discussed it with its members. The use of AI in the trade fair industry will also be discussed at the AUMA Trade Fair Forum Compliance and AUMA Trade Fair Forum Data Protection on 6 and 7 November - here from the point of view of the legal framework.
