Social media professionals embrace AI
By SocialMediaNZ
Key takeaways
- 96% of social media managers use AI daily for productivity tasks like brainstorming and content adap
- While AI boosts efficiency, 45% of professionals worry about the quality and authenticity of AI-gene
- Many social media managers prefer free AI tools, indicating a need for premium platforms to prove RO
- The future of AI in social media focuses on balancing AI's speed with human oversight for authentic,
Social media professionals embrace AI
16 Sept
Written By Tom Reidy
But worry about quality…
AI has firmly embedded itself in the daily workflows of social media professionals. According to a recent Metricool study, an overwhelming 96% of social media managers now use AI tools, and nearly three-quarters rely on them every single day.
The most common use cases reflect AI’s strength as a productivity booster: 78% use it for brainstorming post ideas, while many also depend on it for writing captions and adapting content across multiple channels. For a profession that thrives on speed and agility, AI has quickly become indispensable.
So much so that 65% of respondents said they use AI for at least half of their posts. That represents a seismic shift in how content is created and distributed. The social feed has become a blend of human creativity and algorithmic efficiency.
Quality vs. quantity
Yet, the study also highlights a tension that every marketer will recognise: 45% remain cautious about quality. AI can generate copy in seconds, but whether it resonates with audiences in an authentic way is another matter entirely.
The risk is obvious. Over-reliance on AI could lead to content that feels generic, detached, or tone-deaf. Social media has always been about connection, and brands that fail to sound human may erode trust rather than build it.
Free vs. premium
Another insight from the research: many social media managers continue to lean on free AI tools rather than expensive subscriptions. That may suggest two things:
-
The current crop of free tools is “good enough” for basic tasks.
-
There is hesitation about the return on investment for premium AI platforms.
This dynamic could shape the market. As demand grows, paid platforms will need to prove their worth with higher-quality outputs, better integration, and workflows that genuinely save time without sacrificing brand voice.
The future of AI in social media
AI is not going away. If anything, adoption rates suggest it will soon be as ordinary as scheduling tools or analytics dashboards. But the conversation is shifting from “should we use it?” to “how do we use it well?”
For social media professionals, the challenge is to strike the balance: leverage AI for speed and scale, while ensuring human oversight protects the creativity, nuance, and authenticity that audiences expect.
In short, AI can help social media teams do more with less, but it’s still up to humans to make sure the work truly connects.
Tom Reidy https://www.tomreidy.com
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