THE IMPACT OF AI-GENERATED CONTENT ON SOCIAL MEDIA: AN EXPERIMENTAL STUDY FROM SBBU, SBA SINDH, PAKISTAN

Abstract

The rapid proliferation of artificial intelligence (AI)-generated content on social media platforms has fundamentally altered the dynamics of digital communication, information dissemination, and public discourse. This experimental study, conducted at Shaheed Benazir Bhutto University (SBBU), Shaheed Benazirabad, investigates the multidimensional impact of AI-generated content on social media users' behavior, perceptions, and attitudes in the Pakistani socio-cultural context. Employing a mixed-methods experimental design, the study recruited 80 undergraduate and postgraduate students from SBBU as participants, randomly assigned to experimental and control groups. Participants in the experimental group were exposed to AI-generated textual posts, images, videos, and news articles on simulated social media environments over a four-week period. Quantitative data were collected through pre- and post-experiment surveys, while qualitative insights were gathered through focus group discussions and in-depth interviews. Results revealed that AI-generated content significantly influenced participants' credibility assessments, emotional responses, and likelihood of sharing content, particularly when such content aligned with pre-existing beliefs. Additionally, the study found significant differences in responses based on gender, academic discipline, and prior exposure to AI tools. The findings underscore the urgent need for media literacy programs and critical AI education in Pakistani higher education institutions. This study contributes to the growing body of literature on AI and social media in developing country contexts and provides practical implications for educators, policymakers, and social media platform developers.