As of 2024, social media is still having a significant impact on our lives, influencing behaviors, attitudes and norms. Moreover, the number of users and the level of engagement on the social media platforms are steadily increasing. However, social media is still exploited for malign purposes, with manipulation remaining both cheap and accessible. The advent of generative artificial intelligence has introduced new tools for adversarial actors, and Large Language Models are increasingly used to create information threats across various platforms. At the same time, AI developments offer opportunities to enhance defensive strategic communications. Our keynote speaker will explore how artificial intelligence is shaping social media and the spread of artificial content, the current evolution and regulation of the platforms, and how social media might influence behaviors and attitudes in the future.