You don't have to be chronically online to know that generative AI has infiltrated nearly every part of our online lives. Social media is no exception: Meta's AI chatbot pushes its way into search on Instagram and Facebook, and Grok offers chat and content creation on X. AI video generation features have emerged on Snapchat, YouTube and TikTok.
Beyond its reach to users, artificial intelligence is increasingly significant behind the scenes as a professional tool for social media brands and creators.
According to a new global survey from the social platform management company Metricool, the majority of social media managers (96%) use AI tools to help them with their work. Nearly three-quarters of social media marketers use AI every day.
"All of us are trying to figure out the best way to use [AI], the right tools, and how to really hone it into our own brand voice," said Anniston Ward, US PR events and education manager for Metricool. "Everyone's trying to understand the best way to use it."
While AI can bring time-saving benefits to the people behind the posts, generative AI comes with worrisome risks in shaping our online and offline realities. As our favorite brands and creators find new ways to harness AI, it's bound to reignite the debate around how to take advantage of valuable AI use cases while prioritizing human connection.
An AI-enabled social media future also raises concerns around deterring AI slop -- mass-produced, junky and superficial content that clogs up the web and social media accounts.
Here's how creators are using AI and what pitfalls lurk.
How AI is used in social media marketing
In many cases, social media jobs involve several roles in one: content creator, customer service representative, data analyst, trends spotter, and external communications. As teams and budgets shrink, social media professionals are bound to feel more stretched, as they face high expectations to post multiple times a day on several different platforms. The industry is no stranger to burnout.
And therein lies the great appeal of AI, which promises to speed up workflows and automate mundane tasks.
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