Social media is experiencing significant growth each year, supported by the rapid advancement of digital technologies. According to the findings of 2022 Hootsuite research, 4.62 billion users around the world are active on social media, which is about a 10% increase over the last year. As social media continues to evolve, the number of users who create, share and exchange content online is also rising.
This has resulted in a huge surge of user-generated content as a new way of publishing information, engaging in online communities and discussions and participating in social networking. According to study results from Polaris Market Research, the global user-generated content platform market was worth over $3 billion in 2020, with projections to grow at a CAGR of 27.1%, reaching more than $20 billion by 2028.
Challenges Of Content Moderation
The ongoing increase in user-generated content makes it difficult for human moderators to deal with big volumes of information. The challenge to manually check for online content becomes even more immense for moderators as social media changes the expectations of users, who might be more demanding and less tolerant toward online content sharing rules and guidelines. Furthermore, the risk of constantly exposing human moderators to distressing content can make manual moderation significantly unpleasant. This is where AI-powered content moderation comes in.
How AI Can Help With Content Moderation
Artificial intelligence (AI) can help optimize the content moderation process. For example, AI-powered systems can automatically analyze and classify potentially harmful content, increasing the speed and effectiveness of the overall moderation procedure.
1. Scalability And Speed: Have you ever thought about how much data is generated every day in the digital universe? According to World Economic Forum estimations, by 2025, the amount of data created by humans each day will be about 463 exabytes (one exabyte is equal to one billion gigabytes), which equates to more than 200 million DVDs per day. With such large quantities of user-generated content, humans will hardly be able to keep pace. AI, on the other hand, can provide scalable handling of data across multiple channels and in real time. AI can excel humans in terms of the sheer size and volume of the user-generated content it can analyze and detect. In content moderation, AI is able to scale on demand and rapidly process large amounts of data.
2. Automation And Content Filtering: Given the immense volume of user-generated data, moderating content manually becomes a challenge that needs scalable solutions. AI-backed content moderation can automatically analyze texts, visuals and videos for toxic content. AI also can filter and classify content that’s considered inappropriate for the given case and helps prevent it from being posted, thereby supporting human moderators in the content review process and helping brands keep their content clean and safe.
3. Less Exposure To Harmful Content: Human moderators deal with challenging content on a daily basis, and many times, their intervention is questioned by users who see human moderators’ decisions as biased. Passing through massive quantities of indecent content makes moderation a tough job for humans that can even cause negative psychological effects. AI can assist human moderators by filtering suspicious content for human review, thus preventing content moderation teams from having to go through all the content reported by users and reducing human exposure to disturbing content. AI can make human labor more productive, helping people manage online content faster, more effectively and with fewer errors.
4. Moderation Of Live Content: AI could also be used in content moderation to analyze live content. Moderating real-time data is crucial to provide users with a safe user experience. AI can help in livestream content moderation by analyzing content instantly and automatically detecting any harmful cases before they go live.
AI Use Cases In Content Moderation
Now, let’s check out some examples of content that can be moderated automatically with the help of AI.
1. Abusive Content: Abusive content features all kinds of hate speech, cyberbullying, cyberaggression and abusive behavior. Many companies and social media platforms, including Facebook and Instagram, use AI automation to add reporting options and streamline the overall moderation process with the help of natural language processing and image processing.
2. Adult Content: Adult content involves any sexually explicit or inappropriate content. Automated adult content moderation is based on image processing and is widely used in forum and comment moderation, dating and e-commerce websites, messaging apps and video platforms. According to research results from Statista, about 500 hours of video were uploaded to YouTube every minute as of February 2020. Looking through such huge amounts of content is a tough task for moderators. However, working with AI can speed up the moderation process to keep video platforms safe from harmful content.
3. Profanity: Profanity is the use of language that’s deemed offensive, impolite or rude and can include bad words and naughty jokes. Using natural language processing, AI can detect not only specific words that are dirty and inappropriate but also a string of random characters and symbols that represent swear words.
4. Fake And Misleading Content: False content aims to use social media channels to actively spread misleading information for different purposes, such as obscuring the truth and influencing public opinion. Fake content can come in the form of news and articles, as well as product reviews and comments generated by AI bots.
As user-generated content continues to increase, it becomes more difficult for companies to keep up with the need to monitor the content before it goes live. AI-based content moderation has emerged as one effective solution to this growing issue. By using various automated approaches, AI can relieve human moderators from repetitive and unpleasant tasks at different stages of content moderation, helping to protect moderators from offensive content, improve safety for users and the brand and streamline overall operations. Combining AI and human expertise could be an ideal approach for brands to regulate harmful content online and maintain a safe environment for users.