Human behavior in the digital environment is becoming increasingly dependent on algorithms, according to a new annual report by Rostelecom, the Internet Initiatives Development Fund (IIDF) and the Institute for Internet Development (IRI).
The study, titled “The Development of New Communication Internet Technologies in Russia and Worldwide,” examines how key digital platforms for communication and entertainment have evolved over the past year. These include social networks and messaging apps, video platforms and streaming services, gaming and search services, as well as AI solutions for content generation and recognition.
The findings confirm that digital platforms are undergoing rapid transformation under the influence of artificial intelligence, affecting both content consumption and production. Social networks and messaging apps have moved beyond their original purpose of connecting friends and have effectively become entertainment-driven media platforms focused on monetisation.
What users see is now determined less by their social circles and more by algorithms, which increasingly replace posts from friends. By 2025, up to 93% of user time was spent consuming professionally produced content curated by AI.
At the same time, traditional video platforms are shifting toward a “dual streaming” model, combining both horizontal and vertical video formats optimised for mobile consumption.
Following years of debate, many countries introduced real restrictions on children’s and teenagers’ access to social media in 2025. Australia became the first to implement a ban for minors at the end of the year, and in 2026 similar measures were adopted or planned by numerous other countries. Regulators aim to protect the digital rights and safety of younger users, including from fraud, privacy violations and other criminal risks.
Artificial intelligence is also rapidly reshaping search services, both for users and content owners. AI-driven search is becoming standard, while the functionality of chatbots and traditional search engines is converging. Developers are embedding AI search modules directly into browsers, reducing the need to visit external websites. This shift is already impacting the popularity of traditional online resources, including media outlets, e-commerce platforms and classified services, as organic traffic declines and reliance on intermediaries increases.
At the same time, the growing influence of AI is prompting resistance from some users. One of the key concerns is trust in algorithm-generated content, particularly due to the spread of deepfakes. Audiences increasingly seek authentic human interaction rather than machine-generated communication.
As a result, interest is growing in communication and entertainment formats that had previously been overshadowed by digital platforms. The rapid increase in AI-generated content is also boosting demand for deepfake detection technologies and content labelling tools. Major platforms are introducing watermarks, detection systems and automated labelling mechanisms.
Alexey Mitkin, Director for Strategic Programs and Innovation Development at Rostelecom, commented:
“In 2025, the scale of AI’s impact on digital platforms became очевидным — from social networks and video platforms to streaming services, gaming and search. All of them are being rebuilt around generative AI, personalisation and algorithmic control of the user experience. We are witnessing a shift from a model where users search for content to one where platforms generate, curate and recommend content themselves. At the same time, platforms are becoming functionally universal: marketplaces are turning into media services, social networks into commerce platforms, and messaging apps into ecosystems of public and commercial services. In Russia, a key trend has been the rapid development of domestic services and audience growth in the context of strengthening digital sovereignty. In the near future, competition will move from individual applications to entire digital ecosystems capable of creating, recommending and monetising content — and, importantly, building trust.”
The study is expected to be of interest to professionals in the creative industries, policymakers, media executives, analysts, and specialists in IT, marketing and strategy.
AI Shapes Online Behavior — Study by Rostelecom, IRI and IIDF
