Putting the "Social" Back Into Social Media

And How Brands can Reclaim Authentic Connection

The rise of social media promised to bring people together, but two decades on, the reality looks very different. Platforms that began as hubs for genuine connection are now increasingly dominated by algorithms, artificial content, and superficial interactions. Human social needs have been subverted by what might be called artificial sociality – interactions driven by AI and automation rather than authentic person-to-person engagement. This report examines how we arrived here, the causes behind it and what’s next.