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How does the visual design of digital platforms impact user behavior and theresulting environment? A body of work suggests that introducing social signalsto content can increase both the inequality and unpredictability of itssuccess, but has only been shown in the context of music listening. To furtherexamine the effect of social influence on media popularity, we extend thisresearch to the context of algorithmically-generated images by re-adaptingSalganik et al's Music Lab experiment. On a digital platform where participantsdiscover and curate AI-generated hybrid animals, we randomly assign both theknowledge of other participants' behavior and the visual presentation of theinformation. We successfully replicate the Music Lab's findings in the contextof images, whereby social influence leads to an unpredictable winner-take-allmarket. However, we also find that social influence can lead to the emergenceof local cultural trends that diverge from the status quo and are ultimatelymore diverse. We discuss the implications of these results for platformdesigners and animal conservation efforts.

Social influence leads to the formation of diverse local trends