The future challenges of artificial intelligence, especially in the relationship between humans and intelligent systems or technologically advanced machines as well as the power of its functions in social media, are a cause of concern whose cultural impacts have been presented after further investigation. As such, the main goal of the article is to analyze the cultural consequences of artificial intelligence in social media i.e. what positive and negative impacts the use of AI have on social media. Taking into account the analytical method of thematic analysis, the data has been collected through questionnaire-based interviews with experts. The findings show that one of the most important cultural impacts of the use and development of artificial intelligence on social media is the scalability (expansion of the scope) of the effectiveness of human decisions and actions, new structuring of the human communication system, transformation in the way of cultural consumption, reducing the power of human choice and delegation. Other aspects mentioned are the disruption of the functioning of the representation of truth in the media, the disruption of the balance between the benefits of personalized content and privacy protection, the countercultural effects of designers and technology owners on the functioning of intelligent systems, the transformation in the way humans and technology interact, the lack of transparency of the consequences of the use of artificial intelligence, and the limitation of the power of governance as well as traditional and the impossibility of effective supervision and legislation, etc.