Rozpoznatelnost obsahu generovaného umělou inteligencí na sociálních sítích

The development of generative artificial intelligence is blurring the boundary between authentic human creation and synthetic content, making it more difficult to assess the credibility of posts on social media. This bachelor’s thesis examines the recognizability of generated content in the social media environment. The theoretical part introduces the principles of how social media platforms function, content distribution, algorithmic personalization, and the basic principles of generative artificial intelligence, with a focus on the creation of text and image content. The practical part is based on a questionnaire experiment in the form of a simplified Turing test, in which respondents evaluated text, image, and multimodal posts and determined whether they had been created by a human or by artificial intelligence. The results show that respondents were able to recognize synthetic content only to a limited extent, and their success rate varied depending on the specific format, thematic category, and individual items. The thesis also evaluates respondents’ level of confidence, selected demographic and contextual factors, and presents the risks associated with the ability to recognize synthetic content, particularly in relation to the credibility of digital media.