Imagine this: You’re scrolling through LinkedIn or Twitter, and a post from a distant acquaintance—maybe an old classmate, a former colleague, or a friend of a friend—catches your eye. They share a job posting, an insightful article, or a new perspective that shifts your thinking. You don’t talk to them often, but their post changes something for you.
This is the power of weak ties.
In 1973, sociologist Mark Granovetter introduced the concept of the strength of weak ties, a theory that remains one of the most influential ideas in social science. He argued that while our close friends (strong ties) provide emotional support, it’s often our acquaintances (weak ties) who introduce us to new opportunities, ideas, and information.
Fast forward to today’s digital landscape, and Granovetter’s theory is more relevant than ever. Social media platforms have supercharged weak ties, allowing us to connect with people across industries, cultures, and geographies. But with AI now curating what we see, the question arises: Are we still benefiting from weak ties in the same way Granovetter envisioned, or is AI reshaping the very fabric of our social networks?
The Psychology of Weak Ties: Why They Matter
Human nature draws us toward the familiar. We tend to form strong bonds with those who share our values, interests, and experiences. While these close-knit relationships are vital for emotional well-being, they can also create echo chambers—reinforcing what we already believe and limiting exposure to new perspectives.
Weak ties, on the other hand, bridge different social circles. They provide access to new ideas, career opportunities, and diverse viewpoints. Granovetter found that most people secure jobs not through close friends but through acquaintances—people outside their immediate network who connect them to different social worlds.
But here’s where AI and social media complicate the equation.
AI: The Invisible Gatekeeper of Weak Ties
Social media platforms rely on AI algorithms to personalize what we see. These algorithms prioritize content that aligns with our past behaviors—likes, shares, and comments—creating a curated feed that reinforces our existing interests. This means we might engage more with our strong ties while seeing less from weak ties, the very people who could introduce us to new opportunities.
Consider this: When was the last time you saw a LinkedIn post from someone you met once at a conference? Or an Instagram story from an old high school classmate who now lives halfway across the world? Unless you actively engage with them, AI likely pushes their content to the background.
This is the paradox of AI-driven social media. It connects us more than ever, yet it can also narrow our exposure to the very weak ties that could expand our horizons.
The Dark Side: Filter Bubbles and Echo Chambers
AI’s influence on weak ties goes beyond limiting exposure—it can reinforce filter bubbles and echo chambers. Filter bubbles occur when algorithms personalize content so aggressively that we only see information that aligns with our existing beliefs. This makes weak ties less visible, reducing the chance of encountering diverse perspectives.
Echo chambers take this a step further, reinforcing groupthink. When we only interact with like-minded people, we miss out on dissenting opinions that challenge and refine our views. Weak ties naturally disrupt echo chambers, introducing new perspectives that prevent intellectual stagnation. But if AI limits these interactions, our worldviews become narrower.
Can AI Be Trained to Strengthen Weak Ties?
What if AI could do the opposite? Instead of reinforcing existing preferences, what if it actively encouraged weak tie connections?
Some researchers and social media platforms may be experimenting with ways to diversify feeds and reintroduce serendipity into digital interactions. Some possible AI-driven solutions include:
- Serendipity Algorithms: AI could be designed to occasionally surface content from weak ties—posts from acquaintances you haven’t interacted with recently, industry trends from outside your field, or recommendations from people with different perspectives.
- Reverse Personalization: Instead of optimizing purely for engagement, AI could be programmed to prioritize novelty—showing content from people you follow but rarely engage with.
- Cross-Community Bridges: AI could identify and suggest connections between people in different networks, helping to facilitate interdisciplinary conversations and career opportunities.
Rather than keeping us in digital comfort zones, AI has the potential to amplify the benefits of weak ties—if we design it that way.
How to Strengthen Your Weak Ties (Despite AI)
Until AI shifts toward promoting weak ties, we can take proactive steps to break out of our algorithmic bubbles:
- Engage Beyond Your Circle: Comment on posts from acquaintances, not just close friends. This signals to AI that you value a wider range of content.
- Follow and Interact with New Voices: Be intentional about following people outside your immediate network. Engage with their content to keep their insights in your feed.
- Seek Out Diverse Content: Manually visit pages, groups, and profiles that don’t naturally appear in your feed.
- Be the Connector: Share opportunities and ideas with people in your extended network. Strengthening weak ties is a two-way street.
- Use AI Tools Wisely: Some platforms allow users to tweak their settings to see less personalized content—use these features to diversify your information sources.
The Future: AI and the Human Network
Granovetter’s research reminds us that the true power of social networks lies not in who we already know, but in the connections waiting to be made. The digital age offers unparalleled opportunities to leverage weak ties—if we navigate it wisely.
While AI shapes our feeds, we still have agency. By being intentional about how we engage with social media, we can reclaim the benefits of weak ties and ensure that technology serves as a bridge, not a barrier, to opportunity and discovery.
As we move forward, let’s remember:
“The mind that opens to a new idea never returns to its original size.”—Albert Einstein
By embracing weak ties—online and offline—we keep our minds, careers, and perspectives ever-expanding.
