Should Brands Tread Lightly With AI After Facebook's 'Trending' Debacle?

Algorithms occasionally need human intervention

Do Facebook's "Trending" troubles—thanks to leaning on artificial intelligence to show what content is hot—mean that AI isn't ready for prime time? Marketers this week are grappling with the question. 

A fake news story over the weekend about Fox News' Megyn Kelly was elevated to a top spot on the social platform's Trending section, raising questions about Facebook's decision to switch out human curators for machine learning. The development arrived at time when many marketers easily recall Microsoft's debacle with an AI-based chat bot last spring.

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