I mean it's not strong AI or anything close but social recommendation systems generally use machine learning and complex neural nets to aggregate content and produce individual recommendations based on learned user behavior - which is arguably a form of intelligence. It's also better than most humans at it, but it's so everyday to the modern internet that we hardly call it AI (as with everything that works).

Not sure whether that's even the point the author in OP is trying to make tho, haven't read the article.