Once social media content and behavior are embedded in AI models, this data can surface in ways that distort, mock, or exploit users’ original intent without their knowledge or consent. Under GDPR, the use of personal data for purposes vastly different from its original context — such as using social media interactions to train commercial AI systems — faces significant legal hurdles. The risks posed by in-house AI models trained on platform-collected social media data are global in scope and must be addressed accordingly.