Artificial Intelligence (AI) is quickly taking over the marketing world - here’s what you need to know:

AI shouldn't replace your entire content team. Your consumers won't want this and neither will platforms like Google.

So, if you can't create all of your content with AI, how can you still use it to your best advantage in your content plan?

• Among marketers who use generative AI to write copy, just 6% use it to write the entire piece of content for them, 45% use it for ideas/inspiration, 31% use it for an outline, and 18% use it for a first draft.

• Additionally, 95% of marketers who use generative AI to write copy end up editing the text, with 44% making significant changes.

The good news is businesses are going out of their way to help, with 40% of marketers saying their company has hired a new employee specifically to help their team leverage AI.

When it comes to overall AI implementation:

• 53% of marketers have integrated it into their daily workflow or within as-needed tasks.

• 10% are still in the experimentation phase.

• 36% don’t use AI at all - but 38% of these marketers will start in 2024.

How is AI and Automation Showing Up in the Realm of Social Media?

Engagement: AI tools are being used more commonly to like, comment and engage with users, often referred to as bots. These can either be in the form of fake accounts but also attached to active accounts to gain more followers and automate responses.

Content Creation: AI tools like ChatGPT and others help marketers come up with campaign concept ideas and social post ideas, and help with copy generation and text-to-image generation.

Platform Integration:

• TikTok enables you to customize your feed based on AI.

• Meta is experimenting with AI-generated stickers and AI driven search.

• LinkedIn is offering premium users AI features such as AI-powered profile writing assistance and ‘Top Choice Jobs’ signals.

• YouTube is experimenting with Dream Track for Shorts and Music AI tools.

What are the Risks?

Generative AI may be a source of hope for busy professionals like you, but it’s not without risks. Our survey revealed that audiences are not necessarily embracing AI and AI-generated content as much as social marketers are flocking to use it.

Different generations also have different levels of trust towards AI-generated content, according to our survey.

Gen Z, for example, are more likely to claim they know what’s real and what’s created by AI better than other generations. They’re also more likely to trust and engage with AI content. On the other hand, baby boomers are the opposite on all accounts.

How to work smarter with AI

• Know your audience and how they feel about AI. It’s timeless advice for a reason. A deep understanding of your audience can help you gather insights on whether factors such as age, culture, geography, or interests have influence on their perception of AI.

• Decide which tasks to keep on your plate, and which to delegate. AI makes a great assistant—but you still have to run the show. It’s up to you to delegate which aspects of the job AI can support, and which aspects need a more delicate hand (and nuanced brain, tbh).

• Create AI policies and best practices for social media. Make sure your team and organization are aligned in how you use AI. If you have rules and regulations in place, potential nightmares like angry customers and unapproved posts can be avoided.

Need help navigating this change? Reach out and lets chat!