Facebook is constantly experimenting on consumers — and even its creators don’t fully know how it works.

• Users of social media platforms like Facebook are part of constant marketing experiments
• Because algorithms are driven by AI and machine learning, it’s impossible to know how social media companies are choosing what to show — and not show — different groups of people
• Because there is no “random assignment”, marketers can’t fully tell if one ad might work better than another one.
• In the process, groups of social media users can be excluded from important messages
• Algorithms are so precise, they can target people down to an individual level