The rapid evolution of technology and social media has brought significant changes to human communication. Since the efficiency of social networks depends mainly on the processing of their huge amount of collected data, they are all in search not only of the latest artificial intelligence but also of the creation of more evolved one. Advertising, digital marketing and customer service of social media is in the first line for this demand, yet the rapid progress in the AI field constantly change the ways of communication and the ramifications of this change are more than modern society can absorb and reflect on. This paper focuses on the latest innovations of AI in the social networks and the impact of AI on society and personhood.