Does Artificial Intelligence Reduce User Engagement on Social Media?

Content created or enhanced by artificial intelligence is increasingly present on social media. However, its labeling directly influences how users interact with these posts. Recent research shows that content identified as fully generated or even simply enhanced by artificial intelligence elicits less emotional and behavioral engagement than content presented as created by humans.

The results reveal that users respond less positively to emotional content generated by artificial intelligence. Indeed, such content is perceived as less authentic and less capable of conveying sincere emotions, which reduces its appeal. Conversely, rational content, such as factual or technical information, is less affected by this distrust of artificial intelligence. Users seem to more readily accept the use of artificial intelligence for logical or informative tasks, as these align better with their perception of the technology’s capabilities.

The timing of when artificial intelligence use is disclosed also plays a key role. Late disclosure, after the user has already interacted with the content, mitigates the decline in emotional engagement for content enhanced by artificial intelligence. However, this strategy does not work for content fully generated by artificial intelligence, where distrust persists regardless of when the disclosure is made.

These observations highlight the importance of transparency and how artificial intelligence is integrated into content creation. For creators and platforms, it is becoming essential to strike a balance between using artificial intelligence and maintaining an emotional connection with the audience. Content that blends human creation with artificial intelligence enhancement may thus receive a better reception, especially if the presence of artificial intelligence is revealed after an initial positive interaction.

Bibliography

Study Source

DOI: https://doi.org/10.1007/s12525-026-00883-2

Title: AI content labeling and user engagement on social media: The role of AI level, content type, and disclosure timing

Journal: Electronic Markets

Publisher: Springer Science and Business Media LLC

Authors: Freya Seeger; Michael Wessel; Christiane Lehrer