Breaking the Echo: how AI shapes our digital echo chambers

WRITTEN BY:

Tracey Lin

Senior Business Designer

In our day-to-day digital experiences on social media, websites, and other platforms, machine learning plays a prominent role. One of its most notable applications is the recommendation algorithm, which significantly shapes our interaction with online content. Access to information today is often based on our ‘last click’, regardless of the device used. As we immerse ourselves in a world where information is increasingly tailored to our likes and dislikes, we find ourselves questioning whether technology, particularly artificial intelligence (or AI), is fueling or challenging the existence of echo chambers.

Echo chambers, in the digital context, are environments where individuals primarily encounter beliefs or opinions that align with their own. This leads to existing views being reinforced, while alternative ideas are underrepresented. These echo chambers gain prominence in the era of machine learning and AI, technologies known for increasingly personalizing digital experiences to match individual preferences. While this personalization enhances user engagement, it can also lead to misinformation and skewed perceptions of reality.

A recent 2023 study titled ‘Like-minded sources on Facebook are prevalent but not polarizing‘ showed that over 23,000 Facebook users often encounter content from like-minded sources. Another study indicates that even with reduced exposure to like-minded content, user engagement with such content actually increases. However, most people still consume news from a variety of sources, suggesting that the echo chamber effect might not be all-encompassing.

As digital platforms increasingly adopt personalized content to improve user experiences, our team discusses the complexities of digital echo chambers, and proposes a path that embraces diversity and open-mindedness, fostering a world with less polarization.

The Artificial Intelligence Effect

Artificial Intelligence (AI) significantly contributes to the formation of echo chambers, primarily because of its design, which aims to enhance user experience by aligning closely with personal preferences. While this customization makes accessing information more efficient, it can inadvertently narrow our exposure to diverse viewpoints, leading to the creation of “digital bubbles” where exposure to differing opinions is limited. The challenge for these platforms lies in striking a balance between the convenience of AI-driven content curation and the need of encountering a broad spectrum of ideas. Solutions such as providing users with more control over their feeds or modifying platform algorithms to intentionally include content that offers differing viewpoints can allow users to explore a more diverse range of topics and perspectives.

Transparency and Diversity

The need for greater transparency and diversity in AI algorithms is a critical factor if we want to stay in control of informed decision-making in the digital space. It’s essential to not only be aware of how these algorithms operate but also actively guide them towards presenting a more varied content palette. This approach involves integrating critical thinking and human insights into the AI design process, ensuring that technology acts as a gateway to diverse perspectives rather than a barrier. In this context, platforms could collaborate with subject matter experts, journalists, educators, and ethicists in the design and continuous refinement of machine learning models. Such partnerships can help ensure that content curation algorithms are not just technologically sophisticated but also ethically sound and socially responsible. Another example on transparency and diversity is X’s (previously Twitter) “community notes”, a tool that enables its users to collaboratively add context to potentially misleading posts.

“Tech has been great to gain access to a lot of information but marketing algorithms often result in stereotyping and categorization, which in turn lead to the formation of echo chambers.”

AMMANI NAIR

Senior Design Technologist at propelland

Engagement versus Diversity

Engagement versus Diversity?

Technology is not a replacement for human critical thinking. Instead, it should facilitate exposure to a wide range of content, ideas, and opinions to make more informed decisions. This vision moves beyond the current algorithmic paradigm that often prioritizes user engagement over diversity. Implementing regulatory measures that encourage or mandate the representation of diverse viewpoints could transform technology. Instead of reinforcing echo chambers, technology could actively challenge them and broaden our understanding. Such a shift not only enhances the diversity of content availability but also encourages a more informed and multifaceted engagement in the digital world.


The growing awareness of echo chambers represents a positive shift leading to the spread of knowledge and efforts to tackle the issue. This is the first step towards any solution. By balancing AI-driven efficiency with diversity, promoting transparency, and incentivizing people to step out of their comfort zones to explore diverse viewpoints, we can reshape our digital experiences. This approach guides us towards a more informed, diverse, and open-minded society, where technology serves as a bridge to broader perspectives and make better decisions, rather than a barrier to them.

Article elaborated in collaboration with: 

Sid Vanchinathan, Founding Partner & NA Regional Managing Director
Robbyn Pendrey, Talent Lead at propelland 
Adrián Velázquez, Global Clients Partner at propelland
Tina Tsung, Interaction Designer at propelland
Neha Kodi, Senior Business Designer at propelland
Carla Morales, Graphic Designer at propelland
Jonel Seon, Growth Manager at propelland