TikTok, which is the most downloaded app in the world, uses machine learning. When a user opens the app for the first time, they’re greeted by a handful of popular videos. Based on what the user engages with, the algorithm identifies similar videos using details like hashtags, sounds, language, and captions. Once TikTok has enough data, it maps a user’s preferences into “clusters” of users and videos. With machine learning, the algorithm presents new videos based on these clusters. Unfortunately, this raises issues regarding extremism and radicalization, which is another reason why AI’s role in social media is important.