How AI is Changing Social Media Marketing

by | Nov 6, 2023

Reading Time: 5 minutes

Andy Lambert and I have been co-hosting a monthly webinar since 2020, unpacking the latest social media trends, data analysis, insights, and platform updates. Our discussions have always touched on core themes like content creation and monetisation. Recently, the spotlight has shifted towards AI, prompting us to explore its uses and implications.

While we’re not AI experts, we are avid learners, figuring out AI at the same time as everyone else!

In a session, hosted on LinkedIn Live we explored the opportunities and risks associated with generative AI, a topic that has gained significant traction, especially with the recent AI Safety Summit, where global leaders gathered to collectively understand and manage the implications of AI.  

If you would like to watch the full session, here is the video:

What is Generative AI?

Generative AI, short for Generative Artificial Intelligence, is a type of artificial intelligence (AI) that uses machine learning algorithms to create new and original content like images, videos, text and audio.

Unlike traditional AI systems that rely on pre-programmed rules, generative AI can generate content autonomously. This can often produce results and content that can sometimes be indistinguishable from human-created content. 

Generative AI is currently being used in various fields, including content creation, art, design and entertainment. It is increasingly being used to streamline creative processes and enhance productivity.

How is Artificial Intelligence Used in Marketing?

According to PWC, AI-driven marketing is set to drive 45% of the total global economy by 2023. It is positioned to do so in several ways, such as (but not limited to):

  1. Content Creation: Generative AI tools can automatically generate high-quality and engaging content, including text, images, and videos. 
  2. Social Media Listening: AI can help marketers discover essential audience insights faster.
  3. Keyword and SEO: AI-powered platforms can identify keywords and triggers to help develop engaging posts, respond to customer comments and create high-impacting descriptions.
  4. Automation: Social media managers and customer service teams can use AI to take the guesswork out of tasks, such as scheduling posts at optimal times or categorising incoming messages.
  5. Data Analysis: AI can provide customer insights on a range of aspects to help marketing activities, helping you adapt to changing trends.
  6. Language and Accessibility: You can ensure your content is accessible through AI-generated captions and language translation features.

This list could continue but we think you get the jist. As exciting as these advancements are, we find ourselves at a crossroads where questions outnumber answers. How do we adapt our social media activities to accommodate these changing paradigms? How do we ensure the ethical and responsible use of AI in content creation? The interplay between human creativity and generative AI capabilities demands thoughtful consideration and continuous exploration.

To read an in-depth breakdown of how social media platforms are currently using generative AI, click here.

The AI Tools We Are Using

In anticipation of this discussion, I took a moment to reflect on the tools I frequently rely on. Grammarly and Otter have been great companions, enhancing my writing and transcription. Yet, aside from these, social media has been inundated with the surge of AI-powered tool suggestions and an array of prompts flooding our feeds.

Although not solely focused on social media, integrates various elements into a cohesive workflow. PepperType’s approach, combining keyword analysis, insights, content creation, and post-analysis embodies the potential of AI to alleviate the often strenuous load associated with content creation.

ChatGPT: Custom Instructions and Enterprise-Grade Security

Custom instructions, within ChatGPT, offer a unique opportunity to refine AI’s responses according to our specific needs. We can put in the specifics around our business, our tone and any other requirements you might have. 


Measure.Studio is a tool that, in its early stages, shows promise in extracting valuable insights from social media data. You can view all of your social media data in one place, analyse and compare results against metric benchmarks for every post, video and story.

Opus Clip

With a single click, Opus Clip transforms lengthy talking videos into concise shorts. This makes the process of repurposing content for various platforms so much easier.

Adobe Firefly

Adobe Firefly has taken the game to a whole new level. With a recently introduced image model, the quality of generated visuals is astounding. One standout feature is the ability to generate 3D images. You can utilise a reference image to align your creations with your brand identity. Adobe Firefly is integrated with Adobe Express, offering a wide range of options beyond text-to-image generation. For instance, the generative fill tool allows you to modify elements in photos. Whether you want to add objects to the background or blend elements from different images. 

Navigating AI: The Experience Curve

Recently, I came across a thought-provoking article from the Harvard Business Review, delving into the integration of AI tools in decision-making processes. It struck me that while my discussions often centre around social media, AI serves as an assistant, aiding us in various tasks.

The article emphasised a crucial factor: the experience curve. Experts often utilise AI to validate their intuition, seeking alternative perspectives, while novices often leverage AI to gain exposure to diverse scenarios. Skill levels, organisational knowledge, and technology proficiency are vital elements that can affect a person’s AI usage. Reflecting on this, could these AI tools become our ultimate companions, guiding us through every aspect of our lives? The answer lies, I believe, in striking a delicate balance. While AI can undoubtedly be useful, there exists a fine line between assistance and over-reliance, a line that we, as users, must navigate.

Key Concerns with Generative AI in Marketing

Amidst these discussions, concerns can arise. It is important to highlight potential issues such as the reinforcement of stereotypes and the environmental impact of AI technologies. It is crucial to encourage responsible AI use and consider the ethical implications that accompany the development of generative AI.

There is also a crucial question to consider: is there a requirement for human validation and fact-checking with AI-generated content? For me, LinkedIn’s collaborative articles have stood out for their collaborative nature. The nature of AI generating an initial draft and inviting collaboration is undeniably intriguing. Yet, there is an element of scepticism; the necessity for human oversight and validation remains a concern. 

I’ve noticed a growing trend where people showcase AI-generated content and admit to the origin of the content with a disclaimer. This highlights an essential point about transparency and honesty in our use of AI tools.

Personally I’ve made it a practice to be transparent when using AI-generated content, adding notes to clarify the origin, especially when collaborating with clients. As I reflect back on my earlier discussions on LinkedIn Lives about the potential risks of social media, I am confident that establishing guidelines and integrating AI tools into our social media policies and ways of working is imperative. The University of Cambridge has shared its guidelines as a great example. 

Key Takeaways

In conclusion, our exploration of generative AI in social media marketing demonstrates opportunities and challenges. 

  1. Generative AI is reshaping social media. From text to images, videos, and beyond, AI technologies are becoming more and more integrated into our daily workflows.
  2. AI-driven marketing is poised to drive 45% of the total global economy by 2023. 
  3. With the rise of AI-generated content, transparency and honesty in its use become paramount. Transparent practices, including disclaimers about content origins, are crucial, highlighting the ethical use of AI tools.
  4. Despite AI’s capabilities, the role of human validation and fact-checking remains essential. 
  5. Generative AI is ever-evolving. As marketers, embracing these tools while remaining vigilant about their ethical use is key. Continuous learning, experimentation, and adaptation are essential in using the full potential of generative AI.



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