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How AI and Social Media Are Reshaping Our Fundamental Connections

  • Writer: CarolineMochoge
    CarolineMochoge
  • Jun 11
  • 3 min read

Updated: Jul 1


By Caroline Mochoge, Global Strategic Communicator



Credit: Steven Johnson
Credit: Steven Johnson

Artificial intelligence (AI) transforms industries globally; the space that has felt its effect the most is on social media platforms that mediate our daily interactions. This revolution in technology isn’t just changing how we communicate—it’s essentially changing human connection as well. The recent Glass House PR report shows that AI ranks as the second most important technology for PR development and productivity in Africa, with nearly half of PR professionals using AI tools. This is part of a bigger global trend where governments, including Kenya, with the recently launched National Artificial Intelligence Strategy 2025-2030, are rushing to create guidelines for this fast-changing technology.


Recently, the United Nations Development Programme (UNDP) latest human development report offers critical insights into the interconnection of AI and human connection. Their findings show how algorithms are reshaping not only our digital experience but also our cognitive processes, emotional wellbeing, and interpersonal relations. The changes aren’t just making things easier—they are actually changing how we live as a society. As a global communicator, I’ve seen this happening, and I think it's really important for everyone to understand how algorithms influence us so that we can stay on top of things, especially in a world where AI is increasingly dominating. This report points out some key things that we now need to pay attention to.


Credit: Igor Omilaev
Credit: Igor Omilaev

Impact of Algorithms on Humans

One section focuses on AI-powered algorithms and their impact on human interactions, influencing our decisions and lives in subtle ways. Algorithms is quite an interesting add-on to social media. When you are busy doom-scrolling, random videos or posts are suggested on your feed, prompting you to check out the content. Hence, you could easily be swayed to either follow more content around that page or purchase a product, depending on the context.


Secondly, algorithms control our information consumption and influence our choices by shaping attention and opinions. Thirdly, readily available information delivered by algorithms risks misleading users unfamiliar with its genuineness and function. The rise of AI brings misinformation and disinformation, leading to a need for ethical solutions. Additionally, information overload and manipulative algorithms compete for our attention, thus restricting our independent information finding, turning us into passive consumers.


Evidently, algorithms are the new gatekeepers in the digital space since they exert so much power over us, influencing what we view, what we do and what we think. We should understand this power and leverage it for growth, making our own choices rather than being driven by specific agendas or becoming glued to our screens.



Impact on Human Interactions


To touch a bit on the human interaction, social media usage has evidently increased mental health issues, leading to depression, anxiety, loneliness, and unhealthy seeking of societal approval which lowers self-esteem and can even trigger suicidal thoughts.


Additionally, reliance on social media has reduced face-to-face interaction, which is key in communication as it enables understanding others through verbal and non-verbal cues. In-person interaction allows people to build a genuine connection that cannot be fully replicated virtually. Constant social media addiction keeps individuals online for hours, resulting in increased usage and negative emotional outcomes.


The Uses and Gratification Theory (UGT) posits that people use social media to satisfy their needs and desires. The UNDP report is not far from the truth—noting how increased screen time, driven by FOMO weakens genuine connections, spreads misinformation, and fosters compulsive behavior to avoid withdrawal.


The UNDP report further notes that excessive social media use strains relationships between individuals as it diminishes the quality of time spent with others. In conclusion, while AI is here to stay, we need to embrace it as a complement to our work that improves system quality —but it should never replace interpersonal communication.


About the Author: Caroline Mochoge is a Global Strategic Communicator with over 8 years’ experience in development communication.

 

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