The notifications on Fb come as unwelcome reminders of private loss:

A advice so as to add a cousin’s useless son as a pal.

A video commemorating friendship with a sibling who died years in the past.

A suggestion to want a useless brother “Completely satisfied Birthday.”

Whereas Fb has emerged as a outstanding device to protect cherished reminiscences of departed family and friends, it has additionally served up these and different troubling — and infrequently surprising — notifications.

On Tuesday, Fb introduced a number of adjustments aimed toward easing customers’ grief. The social media firm is utilizing synthetic intelligence “to reduce experiences that is perhaps painful,” Sheryl Sandberg, Fb’s chief working officer, mentioned in a press release posted to the corporate’s web site.

“We use AI to assist maintain it from displaying up in locations that may trigger misery, like recommending that particular person be invited to occasions or sending a birthday reminder to their buddies,” Ms. Sandberg mentioned. “We’re working to get higher and sooner at this.”

The announcement got here as Fb has confronted scrutiny over the unfold of white nationalism on its platforms, not correctly defending its customers’ information and permitting overseas meddling in elections.

Fb’s push to raised handle notifications about useless individuals might appear to be a commonsense transfer. However it’s not a trivial train for the corporate, which has for years grappled with so-called digital afterlife.

Various customers have reported that profiles of useless buddies or household have been hacked or used to share spam. In 2014, the corporate apologized after a “Yr in Evaluate” submit featured the face of a person’s useless daughter, The Washington Publish reported on the time.

“The phenomena right here is the place life is transient, Fb is just not,” mentioned Pamela Rutledge, director of the Media Psychology Analysis Heart, a California-based nonprofit.

After somebody dies, a pal or member of the family can request that the particular person’s profile be deactivated or “memorialized” if that particular person had not already requested that the account be completely deleted upon their dying. A memorialized account turns the profile right into a particular account the place individuals can submit tributes or see posts from when that particular person was nonetheless alive.

There are a whole bunch of hundreds of memorialized accounts, the corporate mentioned. However accounts don’t at all times get memorialized.

“We’ve heard from those who memorializing a profile can really feel like a giant step that not everybody is straight away able to take,” Ms. Sandberg mentioned in her submit.

That implies that many useless individuals have profiles that haven’t been flagged to Fb. These accounts will immediate notifications on different individuals’s pages for birthday reminders or solutions that they be invited to occasions.

Fb has for years tried to automate methods to determine these profiles so that they don’t ship presumably painful notifications to customers.

Ms. Sandberg didn’t specify how the brand new synthetic intelligence know-how introduced Tuesday would do that higher than the corporate’s earlier efforts. Fb wouldn’t present additional particulars aside from to say in an emailed assertion, “We take a look at a wide range of indicators that will point out the particular person is deceased.”

Ms. Rutledge mentioned the announcement was the newest in Fb’s persevering with evolution. The corporate launched memorialized profiles in 2007. In 2015, the corporate added the idea of a “legacy contact” — the prearranged appointment of a pal or member of the family to run the memorialized account.

“This isn’t one thing the place we should always say, ‘Oh, dangerous Fb as a result of they didn’t consider this,’” she mentioned. “I believe they’re stumbling alongside like everybody else attempting to discover ways to dwell on this world.”

In Tuesday’s announcement, Ms. Sandberg additionally introduced a brand new “tributes” part on memorialized profiles, giving family and friends a brand new place the place they’ll submit messages. The corporate can also be giving legacy contacts extra management of these profiles by moderating what’s posted on the brand new tributes part, Ms. Sandberg mentioned.

Ms. Rutledge mentioned a number of months in the past that Fb reminded her to want glad birthday to her father, who died greater than two years in the past on the age of 91. She mentioned her household had not memorialized her father’s account — however not for any explicit cause.

“If Fb isn’t kind of considered one of your main mechanisms for connecting with the world, it will be fairly straightforward to not assume to try this,” Ms. Rutledge mentioned.

Jocelyn DeGroot, a professor at Southern Illinois College Edwardsville who has studied how individuals deal with dying on Fb, mentioned the reminders additionally didn’t hassle everybody. Some prefer to be reminded of those that have died.

“No matter triggers any person won’t set off any person else,” she mentioned. “Individuals prefer to be reminded of the deceased, however kind of on their very own phrases.”

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