An Adaptive Recommendation System in Social Media

Pranav Prakash, Ashwini Kumar, Shubham Pandey

[email protected] [email protected] [email protected]
Under the guidance of
Anjana Mishra [email protected]

Abstract
Many type of recommendation systems are present nowadays, and almost every
recommendation system is based on some Machine Learning Algorithms, In all
of these recommendation system there is one common problem that stays is the
“Cold-Start” problem, we are trying to use an AI model integrating it with
machine learning algorithms, AI can improve the technological development
and application of recommendation system effectively, In this paper we
systematically discuss the use of artificial intelligence, computer vision, big data
analysis in recommendation system which can solve the cold-start problem of
recommendation system, This paper not only present theoretical and practical
idea about using facial expression, feature extraction in recommendation system
but also indicates new research directions and identifies current research issues.
It reviews the improvements made to recommendation system through the use
of AI approaches neural network, deep learning. This paper will support
researchers and professionals towards new direction in the field of
recommendation system using AI and will help to better understand current
developments.

Keywords :- Artificial Intelligence, Feature Extraction, Computer Vision, Big

Data Analysis
 Introduction

Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn have
become an integral part of people's lives. These platforms provide a space for
people to connect with each other, share their thoughts and experiences, and build
communities. However, with the massive amount of data generated on these
platforms, it has become increasingly challenging to find relevant content. To
address this issue, social media recommendation systems have emerged as a
solution by providing personalized recommendations to users.
Recommendation systems are used to suggest relevant content to users based on
their interests, preferences, and search history. In this paper, we present a
recommendation system that uses various techniques to suggest personalized
content to users. The system combines Collaborative Filtering, Content-based
Filtering, Emotion-based Filtering, Artificial Neural Networks, Convolutional
Neural Networks, and OpenAI API to provide a comprehensive recommendation
system.
In recent years, advancements in artificial intelligence and machine learning have
made it possible to develop more sophisticated and efficient recommendation
systems. OpenAI API has emerged as a powerful tool in this regard, providing
access to state-of-the-art machine learning models and algorithms.
In this paper, we present a comprehensive study of a social media
recommendation system that leverages the power of OpenAI API, machine
learning algorithms, and big data analytics to provide personalized and emotion-
based recommendations to users. We also discuss the challenges and
opportunities of building such a system and its potential impact on social media
and user experiences.
 Literature Survey
In this section, we will provide a brief literature survey on recommendation
systems with issues and challenges.
One major issue in recommendation systems based on AI is the problem of bias.
Bias can be introduced into recommendation systems due to various factors,
such as the user's demographics, past behavior, and the data used to train the
system. If the recommendation system is biased, it can result in unfair and
inaccurate recommendations for certain users or groups of users.
There are several types of bias that can affect recommendation systems, such as:
Personalization bias: where the recommendation system only suggests items
similar to what the user has already shown interest in, leading to a lack of
diversity in recommendations.
Popularity bias: where the recommendation system only suggests popular items,
leading to a lack of exposure to less popular or niche items.
Demographic bias: where the recommendation system provides different
recommendations based on a user's demographic information, such as age,
gender, or race.
Historical bias: where the recommendation system uses historical data that may
be biased, leading to inaccurate recommendations.
Jannach and Ludewig.(2017), have proposed a method for mitigating bias in
recommendation systems by incorporating fairness constraints into the ranking
process. The approach proposed by Jannach and Ludewig is based on pairwise
comparisons, which may limit the flexibility of the algorithm to take into
account other factors that could impact the fairness of recommendations.
Incorporating fairness constraints into the ranking process can make the
algorithm more complex and computationally expensive, which can increase the
time and resources required to train the system and make recommendations. By
constraining the ranking process to be fair, the algorithm may sacrifice some
level of accuracy in its recommendations. This could potentially lead to less
relevant recommendations for some users.
Mitchell et al.(2018), have discussed the challenges and limitations of detecting
bias in recommendation systems and proposes methods for addressing these
challenges. He notes that determining what constitutes bias in a
recommendation system can be subjective and dependent on contextual factors.
This could make it difficult to develop objective measures of bias that can be
applied uniformly across different applications or domains. He focuses
primarily on the challenges of detecting algorithmic bias, rather than proposing
specific methods for addressing or mitigating bias. It highlights the need for
careful ethical consideration when detecting and addressing bias in
recommendation systems. This includes issues such as user privacy, data
ownership, and the potential impact of bias on different stakeholders.
Wang et al.(2019), have proposed different approaches for achieving fairness in
recommendation systems and proposes a framework for evaluating the fairness
of such systems. It does not explicitly consider the concept of intersectional
fairness, which refers to the idea that different dimensions of identity (such as
race, gender, and sexual orientation) intersect to produce unique experiences of
discrimination and oppression. This could limit the applicability of the
recommendations in settings where intersectionality is an important
consideration
Shani et al.(2005), have investigated how the sampling of training data can
affect the bias of collaborative filtering recommendation systems while
assuming that users have the same preferences across items and that the
distribution of user preferences is fixed over time. These assumptions may not
hold in practice and could limit the generalizability of the study's findings.It
evaluates the performance of collaborative filtering algorithms using a single
metric (mean absolute error), which may not capture all aspects of
recommendation performance that are relevant in practice, such as user
satisfaction or business metrics.
Ricci et al.(2019), have provided a comprehensive overview of fairness in
recommendation systems, including different types of bias and approaches for
addressing bias. He focuses primarily on describing different approaches for
achieving fairness in recommender systems, rather than evaluating the
effectiveness of these approaches. This could limit the utility for practitioners
who are interested in understanding the impact of fairness on the performance
of recommender systems, while he provides a comprehensive overview of the
different approaches and techniques for achieving fairness in recommender
systems, it does not provide specific recommendations or guidelines for how to
implement these techniques in practice. This could make it challenging for
practitioners to apply the concepts discussed in a real-world setting.
Zehlike et al.(2017), proposed a method for learning fair representations for
recommendation systems without explicitly considering sensitive attributes. He
assumes that sensitive attributes are not available or not used in the
recommendation process. However, in some cases, sensitive attributes may be
relevant to the recommendation process and ignoring them could lead to
recommendations that are unfair or biased. Zehlike’s approach involves training
a separate fairness module that learns to balance the representation of different
groups. This adds complexity to the recommendation system and may require
additional computational resources.
Eli Pariser.,(2011) highlights the potential negative consequences of
personalized filtering algorithms that tailor online content to users' preferences.
She focuses primarily on the potential negative consequences of personalized
filtering algorithms, such as reinforcing users' existing beliefs and limiting
exposure to diverse perspectives. However, it does not consider the potential
benefits of personalized filtering algorithms, such as increasing efficiency and
relevance of search results or reducing exposure to harmful or irrelevant
content.
Peter Loo (2016), makes several simplifying assumptions, such as assuming that
users have consistent and stable preferences over time, which may not hold in
practice and could limit the generalizability of the system's recommendations.
He briefly mentions ethical concerns related to the use of personalized learning
systems, such as data privacy and bias, it does not provide a comprehensive
analysis of these concerns or recommendations for addressing them.
Jianyu Huang (2018), proposed deep learning model which requires large
amounts of computational resources and storage to train and deploy, which may
not be feasible for smaller companies or organizations with limited resources.
But deep learning models are often criticized for their limited interpretability,
which can make it difficult to understand how the model is making
recommendations and may raise concerns about bias and transparency.
 Methodology

Our recommendation system will use a combination of collaborative filtering,

content-based filtering, and deep learning techniques to recommend posts to the
user. The system will also use big data analysis to process the large amounts of
data that are generated by social media platforms. Additionally, the system will
use the OpenAI API to generate text for the posts that are recommended to the
user. The system will also use emotion-based recommendation to personalize
recommendations based on the user's emotional state.
The following is the terms that are used for our recommendation system:
Data Collection: The first step in our recommendation system is to collect data
from social media platforms. This data will include user preferences, search
history, demographics, and other relevant information. The data will be collected
using APIs provided by the social media platforms.
Data collection in the social media recommendation system can be done through
a variety of sources, including:
1. User interactions: The system can collect data on user interactions with the
platform, such as likes, comments, shares, and views. This data can be used
to generate insights into user behavior and preferences.
2. User profiles: The system can collect data on user demographics, interests,
and preferences through user profiles. This data can be used to create user
profiles that represent the user's interests and preferences.
3. User feedback: The system can collect feedback from users on the
recommendations they receive. This feedback can be used to improve the
accuracy and relevance of future recommendations.
4. Content analysis: The system can collect data on the content posted on the
platform, such as text, images, and videos. This data can be analyzed using
natural language processing (NLP) and computer vision techniques to
extract features such as keywords, topics, and sentiments.
5. External sources: The system can also collect data from external sources,
such as social media APIs, to supplement the data collected from the
platform.
Overall, the data collection process in the social media recommendation system
is designed to capture a wide range of user data and content data, which can be
used to generate personalized recommendations for the user.

Data Processing and Analysis: The data collected in step 1 will be processed and
analyzed using big data analysis techniques. This will involve cleaning and pre-
processing the data to remove any irrelevant information. The data will then be
analyzed using statistical and machine learning techniques to identify patterns
and trends.
Data processing and analysis in the social media recommendation system
involves several steps:
1. Data pre-processing: The collected data needs to be pre-processed to
remove noise, handle missing values, and normalize the data. This step
ensures that the data is consistent and ready for analysis.
2. Feature extraction: In order to extract meaningful information from the
data, features need to be extracted. For example, in the case of content-
 based filtering, features such as keywords, topics, and sentiments can be
extracted from the content. In collaborative filtering, features such as user
ratings, preferences, and behaviors can be extracted.
3. Data analysis: Once the features have been extracted, data analysis
techniques can be applied. For example, in content-based filtering, natural
language processing (NLP) and computer vision techniques can be used to
analyze the features and extract patterns. In collaborative filtering,
techniques such as clustering, matrix factorization, and nearest neighbor
can be used to identify similar users and items.
4. Machine learning: Machine learning algorithms such as Artificial Neural
Networks (ANNs) and Convolutional Neural Networks (CNNs) can be
used to train models on the analyzed data. These models can be used to
predict user preferences and generate personalized recommendations.
5. Evaluation: The performance of the recommendation system needs to be
evaluated to ensure that the recommendations are accurate and relevant.
Evaluation metrics such as precision, recall, and F1-score can be used to
measure the performance of the system.
Overall, data processing and analysis in the social media recommendation system
involve several steps, including data pre-processing, feature extraction, data
analysis, machine learning, and evaluation. These steps ensure that the
recommendations generated by the system are accurate, relevant, and
personalized to the user's preferences.

Collaborative Filtering: Collaborative filtering is another approach to

recommendation systems, which is based on the assumption that people with
similar tastes and preferences share similar interests. It involves analyzing the
behavior of other users and recommending items based on their past behavior. In
collaborative filtering, the system will analyze the user’s behavior by looking at
the items they have viewed, rated, or purchased, and then compare this with other
users who have similar tastes and preferences. The system will then recommend
items that these other users have also viewed or purchased. Collaborative filtering
is a technique used in recommendation systems that involves analyzing the
behavior of similar users to make recommendations. In our system, collaborative
filtering will be used to identify users with similar preferences and recommend
posts that are relevant to those users. This will involve analyzing the user's
interactions with the social media platform, such as likes, comments, and shares.
Here's the workflow diagram for collaborative filtering in the above
recommendation system:
 1. Data Collection: The system collects data about users and their
preferences, such as ratings or reviews for different posts.
2. User-Item Matrix Creation: The system creates a user-item matrix, where
rows represent users and columns represent items (posts). Each cell in the
matrix contains the rating or review given by a user for an item.
3. Similarity Calculation: The system calculates the similarity between users
based on their ratings or reviews using similarity metrics such as cosine
similarity, Pearson correlation, or Euclidean distance.
4. Nearest Neighbors Identification: The system identifies the k-nearest
neighbors (users with similar preferences) for each user using the similarity
scores.
5. Weighted Rating Calculation: The system calculates the weighted rating
for each item by considering the ratings given by the k-nearest neighbors.
The weights are the similarity scores between the user and their neighbors.
6. Top-N Recommendations: The system recommends the top-N items with
the highest weighted ratings to the user.
7. Recommendation Update: The system updates the recommendations based
on new ratings or reviews provided by the user, and the process repeats.
Collaborative filtering uses the ratings or reviews provided by the users to
identify similar users and recommend items that they have liked. It is a popular
recommendation technique used by many e-commerce websites, streaming
services, and social media platforms.

Content-Based Filtering: Content-based filtering involves analyzing the content

of the items that a user has liked or interacted with in the past and then
recommending items that have similar content. In this approach, the
recommendation system will analyze the content of the posts, such as text,
images, and video, and identify key features of the content. It will then compare
these features with the user’s preferences and recommend posts that have similar
features. Content-based filtering is a technique used in recommendation systems
that involves analyzing the content of the posts to make recommendations. In our
system, content-based filtering will be used to analyze the text and other features
of the posts to make recommendations. This will involve analyzing the text,
images, and other features of the posts to identify patterns and trends.

Here's how the workflow works:

1. User data is collected and pre-processed to extract relevant features, such
as user demographics, interests, and behavior.
 2. The recommendation engine uses the pre-processed data to generate a user
profile that represents the user's interests and preferences.
3. The system retrieves a set of posts or content items from the database that
match the user's profile.
4. The content is analyzed and features such as keywords, topics, and
sentiments are extracted using natural language processing (NLP)
techniques.
5. The features are combined to form a content-based representation of each
item.
6. The system computes the similarity between each item and the user's
profile using a similarity metric such as cosine similarity.
7. The top N most similar items are selected as recommendations for the user.
8. The recommendations are sent to the user through various channels, such
as email, push notifications, or in-app recommendations.
This workflow demonstrates how the content-based filtering component of the
recommendation system uses user data and content analysis techniques to
generate personalized recommendations for the user.

Deep Learning: Deep learning is a technique used in artificial intelligence that

involves training deep neural networks to identify patterns and make predictions.
In our system, deep learning techniques such as artificial neural networks (ANN)
and convolutional neural networks (CNN) will be used to analyze the data and
make recommendations.
Here's the workflow diagram for deep learning methods in the above
recommendation system:
1. Data Collection: The system collects data about users, their demographics,
search history, and interactions with the platform, as well as content-related
data such as post text, images, and metadata.
2. Data Preprocessing: The system preprocesses the data by performing tasks
such as text cleaning, tokenization, normalization, image resizing, and
feature extraction.
3. Neural Network Architecture Design: The system designs the neural
network architecture based on the type of data and the recommendation
task, such as feedforward neural network, convolutional neural network,
recurrent neural network, or a combination of them.
4. Model Training: The system trains the neural network model using the
preprocessed data and appropriate loss function, optimizer, and
regularization techniques. The training process involves forward and
 backward propagation of data through the network to update the weights
and biases.
5. Model Evaluation: The system evaluates the performance of the trained
model using metrics such as accuracy, precision, recall, F1 score, and
ROC-AUC curve.
6. Model Deployment: The system deploys the trained model in the
production environment, where it receives input data and generates
recommendations in real-time.
7. Recommendation Personalization: The system personalizes the
recommendations based on the user's preferences, context, and behavior
using techniques such as reinforcement learning, contextual bandits, or
adversarial training.
Deep learning methods use neural networks to learn complex patterns and
relationships in the data, and generate recommendations that are highly
personalized and relevant to the user's interests. They are increasingly being used
in various recommendation tasks, such as movie and music recommendations,
product recommendations, and social media recommendations.

Big Data Analysis: Big data analysis involves the use of advanced algorithms to
analyze large datasets and identify patterns and trends. In the context of
recommendation systems, big data analysis is used to analyse large datasets of
user behaviour and identify patterns and trends that can be used to improve the
accuracy of the recommendations.
Here's a workflow for how big data analysis is used in the above recommendation
system algorithm:
1. Data collection: The system collects a large amount of data from various
sources, including user behavior data, social media data, and external data
sources.
2. Data preprocessing: The collected data is preprocessed to ensure that it is
clean, structured, and ready for analysis. This involves tasks such as data
cleaning, data transformation, and data integration.
3. Data storage: The preprocessed data is stored in a data warehouse or big
data platform such as Hadoop or Spark.
4. Data analysis: The system uses various big data analysis techniques such
as data mining, machine learning, and natural language processing to
extract valuable insights from the data.
5. Recommendation generation: The insights gained from the data analysis
are used to generate personalized recommendations for each user. These
 recommendations are based on the user's interests, preferences, and
behavior.
6. Recommendation delivery: The generated recommendations are delivered
to the user through the recommendation engine. The engine can use various
delivery channels such as mobile apps, social media feeds, or email
notifications.
7. Feedback collection: The system collects feedback from the user on the
recommendations they received. This feedback is used to improve the
quality of the recommendations in the future.
8. Continuous improvement: The system continuously analyzes the user
behavior and feedback data to improve the accuracy and relevance of the
recommendations. This involves retraining the machine learning models
and updating the recommendation engine algorithms.
Overall, the big data analysis workflow plays a crucial role in enabling the
recommendation system to generate personalized recommendations that are
highly relevant and engaging to the user.

Emotion-based recommendation: Emotion-based recommendation is a new

approach to recommendation systems that takes into account the emotions and
moods of the user when making recommendations. The system analyses the
user’s mood based on their past behaviour, such as the types of posts they have
interacted with and the time of day that they are most active. It then recommends
posts that are likely to match the user’s current mood.
1. The first step is to collect the user's social media activity data, which
includes their post history, likes, comments, and shares on different social
media platforms.
2. This data is then processed and analyzed using various data analysis
techniques, including big data analysis, to identify the user's emotional
state based on their activity patterns.
3. An emotion detection model is used to identify the user's emotion from
their activity data. This model could be based on natural language
processing (NLP) techniques or image analysis, depending on the type of
data collected.
4. Based on the user's emotion, the system applies an emotion-based content
filtering algorithm to filter out posts that are not relevant to the user's
current emotional state.
 5. The recommended post list is then generated based on the content filtering
algorithm and the user's emotional state.
6. Finally, the recommended post list is added to the user's feed, which the
user can access to view the recommended posts.
By using this workflow, the recommendation system can provide more
personalized and relevant content to the user, based on their current emotional
state.
OpenAI API: OpenAI API is a powerful artificial intelligence platform that
provides access to a wide range of advanced AI models and algorithms. The
OpenAI API can be used to build sophisticated recommendation systems that can
analyze large datasets of user behavior, identify patterns and trends, and make
personalized recommendations.
Here is the workflow of how OpenAI API is used in the recommendation system:
1. Data Collection: Data is collected from various sources such as social
media platforms and user search history.
2. Pre-processing: The collected data is pre-processed to remove any
irrelevant or duplicate data.
3. Feature Extraction: Features are extracted from the pre-processed data.
This includes information such as user demographics, search history,
interests, and previous interactions.
4. Content-based Filtering: Using the extracted features, a content-based
filtering algorithm is used to recommend posts to the user based on the
similarity of the content to the user's interests.
5. Collaborative Filtering: Collaborative filtering is also used to recommend
posts to the user based on the user's similarities with other users.
6. Emotion-based Recommendation: An emotion-based recommendation
system is used to recommend posts based on the emotions conveyed in the
post.
7. Deep Learning Methods: Deep learning methods such as Artificial Neural
Networks (ANN) and Convolutional Neural Networks (CNN) are used to
analyze the content of the posts and extract meaningful information.
8. OpenAI API: The OpenAI API is used to generate text summaries of the
posts, analyze the sentiment of the text, and generate responses to user
queries.
9. Customization: The recommendations are further customized based on the
user's feedback and interactions.
10. Presentation: The recommended posts are presented to the user through the
social media platform or the recommendation app.
 11. Feedback: The user's interactions with the recommended posts are
collected and used to improve the recommendation system further.
Overall, the use of OpenAI API enhances the recommendation system's
capabilities by adding natural language processing and sentiment analysis
features. It enables the recommendation system to provide more personalized and
accurate recommendations to the user.

Here is workflow diagram for the overall social media recommendation system:
1. Data Collection: Collecting data from various sources such as user profiles,
social media activities, search history, etc.
2. Data Cleaning: Cleaning and preprocessing the collected data to remove
any noise, outliers or irrelevant information.
3. Data Integration: Integrating the cleaned data to form a structured and
coherent dataset.
4. Feature Extraction: Extracting features such as user preferences, behavior,
interests, and demographics from the integrated dataset.
5. Recommendation Algorithms:
• Collaborative Filtering: Using Collaborative Filtering algorithm to
make recommendations based on similar users' behavior, preferences,
and activities.
• Content-based Filtering: Using Content-based Filtering algorithm to
make recommendations based on the content similarity between the
post and the user's interests.
• Hybrid Filtering: Using Hybrid Filtering algorithm to make
recommendations based on the combination of Collaborative and
Content-based Filtering algorithms.
• Emotion-based Filtering: Using Emotion-based Filtering algorithm to
make recommendations based on the user's current emotional state and
sentiment analysis of the posts.
• OpenAI API: Using OpenAI API for text and language processing to
generate personalized recommendations for the user.
6. Recommendation Engine: Developing a recommendation engine that
combines all the above algorithms and provides personalized and accurate
recommendations to the user.
7. User Feedback: Collecting feedback from users on the recommended posts
to improve the recommendation engine's accuracy and efficiency.
8. Model Evaluation: Evaluating the recommendation engine's performance
using various metrics such as Precision, Recall, F1-score, and AUC-ROC.
 9. Deployment: Deploying the recommendation system on the social media
platform and continuously updating it with new data to improve its
accuracy and efficiency.
10. Continuous Monitoring: Monitoring the recommendation system's
performance and user feedback to ensure the system's effectiveness and
efficiency.
11. Customization: Providing users with options to customize their
recommendations based on their preferences, interests, and feedback.
12. Big Data Analysis: Analyzing the vast amount of data generated by the
social media platform to gain insights into user behavior, preferences,
and trends.
13. Machine Learning: Incorporating machine learning techniques such as
clustering, regression, and classification to analyze the data and
generate insights.
14. Real-time updates: Providing real-time updates and recommendations
to users based on their current activities and interests.
15. User Privacy: Ensuring user privacy and data security by implementing
appropriate security measures such as encryption, access control, and
data anonymization.
16. A/B Testing: Conducting A/B testing to evaluate the effectiveness of
different algorithms and improve the recommendation system's
performance.
17. Business Insights: Using the insights generated from the
recommendation system to make business decisions such as product
development, marketing, and customer service.
18. Future Developments: Continuously researching and developing new
techniques and algorithms to improve the recommendation system's
accuracy and efficiency.
Overall, the workflow diagram depicts a complex and interconnected system
that integrates various algorithms and techniques to provide personalized and
accurate recommendations to the users. The system aims to continuously
improve its performance and provide a seamless and engaging user experience
on the social media platform.

Integrating the Methodologies: To build an efficient recommendation system, we

propose an integration of the above methodologies as follows:
 1. Collect data on user behavior, including demographics, search history,
previous interactions with posts, and other relevant data.
2. Use big data analysis to analyze the collected data and identify patterns and
trends that can be used to improve the accuracy of the recommendations.
3. Use collaborative filtering to recommend posts based on the behavior of
other users with similar interests and preferences.
4. Use content-based filtering to recommend posts based on the content of the
posts that the user has interacted with in the past.
5. Use emotion-based recommendation to recommend posts based on the
user’s current mood and emotions.
6. Use the OpenAI API to integrate advanced AI models and algorithms into
the recommendation system, such as deep learning models for image and
video recognition and natural language processing models for text analysis.
7. Finally, use a feedback loop to continuously improve the accuracy of the
recommendations based on user feedback and behavior.

Conclusion:
In this paper, we have proposed an efficient recommendation system for a social
media app using a combination of methodologies such as collaborative filtering,
content-based filtering, big data analysis, emotion-based recommendation, and
the OpenAI API. By integrating these methodologies, we can build a powerful
recommendation system that can analyze large datasets of user behavior, identify
patterns and trends, and make personalized recommendations that are tailored to
the user’s interests, preferences, and mood. With the increasing use of social
media, recommendation systems are becoming more important than ever before,
and by building an efficient recommendation system, we can improve the user
experience and engagement on social media platforms.