Algorithmic communication: How AI Shapes Social Media Engagement in India

Abstract

Algorithmic communication has become a central force in shaping how social media engagement unfolds in India, influencing what users see, how they interact, and which narratives gain digital visibility. As platforms such as Instagram, Facebook, YouTube, and X increasingly rely on Artificial Intelligence to curate personalised feeds, recommend content, and optimise user engagement, algorithms now play an active role in driving attention, shaping opinions, and guiding behavioural patterns across India’s rapidly growing online population. This paper explores how AI-powered systems classify users based on their interests, predict future behaviour, and strategically deliver content designed to maximise engagement, often creating filter bubbles and echo chambers that reinforce existing preferences and biases. It also examines the role of algorithms in boosting influencer culture, promoting viral trends, supporting targeted advertising, and shaping political. communication in the Indian digital environment. At the same time, the study highlights both the benefits and risks of algorithmic communication—ranging from personalised user experiences and market expansion to issues of digital manipulation, misinformation, and reduced user autonomy. By analysing these complex dynamics through the lens of communication theory, digital sociology, and AI ethics, the paper argues that algorithms do not simply organise information but actively shape the structure and quality of social media engagement in India.