AI & Fake Accounts are Skewing Social Media Performance

Artificial intelligence (AI) is evolving at an astonishing rate, with more users than ever adopting it for tasks ranging from grammar checks to video generation. It’s everywhere, and it’s seeping into digital marketing, even when it isn’t immediately visible.

AI is doing much of the heavy lifting on social platforms like X (formerly Twitter), Meta and TikTok including ad targeting, content suggestions, and auto-replies. In many cases, AI is already making decisions on a brand's behalf, such as determining who sees a post, what appears next in a user’s feed and how engagement is measured.

However, those views and interactions do not always come from the intended audience. AI is also responsible for flooding these platforms with bots and AI-generated users, which distorts the data. Impressions, views and likes may originate from non-human sources, inflating engagement metrics and creating a false sense of success. This misleading data can influence spending decisions, potentially diverting ad budgets away from more effective placements.

In addition to fake accounts, many platforms are overrun with fake websites, spoofed ads and deepfake videos, created at scale using AI. Running ads on low-cost networks or failing to monitor placements can lead to your brand appearing alongside inappropriate, misleading or harmful content. AI tools are also making it easier for scammers to mimic real brands, including well-known companies and public figures, to deceive audiences.

Without increased scrutiny, there’s a risk of wasting ad spend on fake traffic, damaging brand credibility and missing out on real engagement. Audiences may be served recycled noise instead of meaningful brand messages.

Navigating this changing landscape doesn’t require a degree in data analytics. What’s needed is a more thoughtful approach: asking sharper questions about data sources, engagement quality and traffic origins. Prioritizing quality over quantity is key. Audiences respond to content they trust, especially when it comes from real people, not bots.

Creating authentic connections helps build long-term brand value, even if the numbers don’t look inflated. Caution is also essential. If performance results seem too good to be true, they just might be. AI can be a powerful tool, but it doesn’t understand a brand’s audience the way humans do.

Catalyst Communications Network (Media Partner)

A data-driven media company specializing in the U.S. agriculture, construction and industrial markets. Catalyst provides customized digital solutions that strategically connect businesses with their target audiences, fostering meaningful engagement and driving business growth.