Twitter is adopting machine-learning to reverse its downfall
The alleged “global town square”, Twitter is experiencing a downfall in the number of its “reporters”. Twitter is the most open platform available online, where its users get to have a multi-directional and unfiltered real-time conversation. No other channel offers the kind of instant engagement that Twitter provides. Even mainstream media like print and television are breaking news on twitter by carrying tweets and promoting hashtags.
Lately, this microblogging site is undergoing a slump and is facing a tough time in keeping its users happy. Its growth has stagnated and the number of users has shrunken by 2 million in the last trimester of 2015. Analysts believe that this is because of competition and to deal with that, Twitter is constantly adding new features and functions as fast as possible. In an attempt to appeal the mass, Twitter is losing its uniqueness. Additional buttons are turning an elegant platform into an organized mess.
The business of most businesses is interaction. How and how much you interact with your users is very important. Low-quality interaction is like selling a defective product or false advertising.The central problem and the core reason behind this fall of Twitter is low-quality interaction. From a place where anyone can speak their mind openly, it has become a big-time bully. Instead of being the exception, abuse has become the rule. Why anyone in their right mind would want to engage or be a part of such a downward spiral of nastiness? And to worsen the situation, twitter has turned a blind eye to this. This is holding back a lot of non-users from even trying this platform and making the existing users quit.
Among the issues like declining stock price, dissatisfied shareholders, irate investors and exits of key people, Twitter is investing in artificial intelligence and machine learning as it tries to stay in the race by reinventing itself. The massive data store that it generates can be put to use to its advantage. And Twitter knows that. Since 2014, it has invested in three machine-learning startups starting with Madbits. Madbits is a developer of a visual intelligence technology that automatically organizes large databases of images and creates dynamic image sets. It extracts relevant information from raw media even if there are no associated tags present. After Madbits, in June 2015 Twitter acquired Whetlabs whose software will help to bring 500 million tweets to order by understanding and sorting them into different categories.
With its most recent purchase of Magic Pony Technology for $150 million, Twitter is trying to strengthen its deep learning teams. Magic Pony Technology uses a large neural network to process visual information. Its algorithms can automatically fill in a patchy video feed and increase the resolution of a pixelated video game image.The results aren’t perfect but they are good enough to fool the human eye. Magic Pony technology will lead to significant reduction in the cost of streaming live videos. Through this, Twitter can improve the Twitter-Periscope integration that will stop the users to migrate to other platforms like Snapchat for live-video streaming. The AI can be used to enhance video quality and improve video streaming especially in the areas with low connectivity and bandwidth.
Twitter never lacked potential but probably its lack of strong vision to expand and monetize the platform led to this situation. Maybe by taking advantage of big data through artificial intelligence and machine-learning, Twitter will be able to maintain its status as the best place where everyone first comes to see what’s new and why it matters .
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