Maxim Ilichov: How will social media platforms change?

Social media is a dynamic landscape, and its evolution will continue to shape how we interact, communicate, and consume content. The future offers excellent opportunities but, at the same time, poses unique challenges. Maxim Ilichov, Tribe Lead of BTS Digital, the developer of the super-app Aitu, shared his thoughts on what changes to expect from social networks.

1: Transformation of social networks:

Soon, we expect social networks to become more immersive and interactive. Further improved virtual and augmented reality integration will allow users to experience social interactions in a new way. In addition, contextual personalization will reach new heights: algorithms will better understand users' preferences and provide them with customized content.

Users will have more control over their data privacy and a deeper understanding of how their information is used. Kazakhstan is keeping pace with this demand, reflected in the recently adopted Law on  Online Platforms and Online Advertising. By the way, independent experts noted that our platform Aitu meets the requirements of the law.

2. Increased competition:

Competition between social network owners will undoubtedly be fierce. Platforms will constantly innovate to stay relevant in response to user demands and evolving technologies. New features will be developed to meet the diverse needs of global users, such as enhanced privacy features, improved real-time language translation training, and more accurate content moderation. For example, we have developed and plan to implement real-time voice and text ML models for Kazakh and Russian.

3. Rebranding to increase relevance:

Social media platforms can rebrand to adapt to changing user behavior and preferences. Companies that successfully rebrand and state their commitment to privacy, security, and community well-being will likely gain a competitive advantage. Transparency and trust-building initiatives will become essential for social media companies, and we will prioritize these factors in the development process.

4- Evolution of niche networks:

While large social media platforms will continue to dominate the market, we foresee the rise of specialized, national (local), or niche social networks. These platforms will target geography, specific interests, or demographics. Such networks can foster more robust communities and allow users to connect more closely based on shared passions. As a Kazakhstani company, we make our Aitu product relevant to the interests of Kazakhstani people and reflective of Kazakhstani culture and values.

5. Focus on valuable services:

The future of social networks will focus on providing valuable services to users. These include educational resources, career development tools, and mental health support. Social networks that prioritize users' well-being and personal growth will likely have long-term success.

6. Consolidation potential:

In a highly competitive social media landscape, consolidation may occur. Larger ones may absorb smaller platforms to pool resources and expand their sphere of influence. However, there will still be room for independent platforms that offer unique features and are community-oriented.

7. Assistants, virtual assistants based on GPT models:

As social networks evolve, we expect a significant role for virtual assistants based on advanced language models such as GPT (Generative Pre-trained Transformer). These virtual assistants will revolutionize user interaction, content creation, and customer support on social media platforms. We are particularly interested in exploring the possibilities of GPT-based virtual assistants to uniquely serve our users with a focus on quality support in the Kazakh language.

The future of social media holds tremendous promise, but it also requires a deep commitment to user well-being, privacy, and innovation. As a Kazakhstani IT company, we are focused on our users' needs and our culture’s values. We strive to contribute to the technological revolution in social media and create a better digital world for all.
The expert commentary was provided and published on the Q-channel Telegram channel: and