The Application of Artificial Intelligence in Social Research

This article examines the dual role of AI in social research, both as a subject of study and as a research tool. As humans tend to personalize new media and form unique relationships with them, this tendency is further amplified by generative AI models. Consequently, it is essential to investigate the “human-like” qualities exhibited in interactions with AI and how these models respond to users. Given the rapid pace of technological advancement, such research should be conducted periodically. Simultaneously, AI unlocks new possibilities for analyzing survey and test data, allowing researchers to move beyond rigid frameworks and explore more complex relationships and correlations than traditional methods permit. By leveraging neural networks, it becomes possible to detect correlations between questions and answers, irrespective of prior segmentation.