Nearly Half of All Social Media Content Created by Businesses Will Be AI-Generated by 2026
July 15 2024 - 8:00AM
Business Wire
Capterra’s 2024 GenAI for Social Content Survey
reveals a substantial rise in AI-generated social media content,
with businesses navigating both benefits and challenges
The future of social media marketing is set to be increasingly
influenced by artificial intelligence (AI). According to Capterra’s
2024 GenAI for Social Content Survey of over 1,600 social media
marketers worldwide, businesses plan to use generative AI (GenAI)
for an average of 48% of their social media content by 2026, up
from 39% in 2024.
Companies are enthusiastic about the potential of GenAI to
enhance engagement, productivity, and cost savings, while
simultaneously fostering human creativity. However, there is also
significant concern about the risks of disseminating misinformation
through AI-generated content.
Businesses to significantly increase GenAI use for social
media marketing
Regions such as Canada, Australia, the U.S., and Brazil are
currently leading in GenAI usage for social content. Over the next
18 months, significant increases are expected in the U.K.,
Australia, Brazil, Canada, and Spain. This trend is partly due to
the predominance of English-language internet content, which has
given English-speaking countries a head start in utilizing GenAI
tools.
Boosted productivity, engagement, and efficiency drives GenAI
adoption
GenAI's ability to improve productivity is a primary driver for
its adoption in social media marketing. Businesses report that
GenAI streamlines workflows, aids in idea generation, automates
routine tasks, and creates personalized content for specific
audiences. Nearly all (90%) businesses using GenAI for social
content report moderate to significant time savings, while 73% have
seen increased engagement and impressions from GenAI-assisted
content.
Additionally, 49% state that GenAI-assisted content performs
better than human-created content. However, the integration of
GenAI also raises concerns about maintaining the value of human
creativity, with 40% of businesses questioning the value of human
input.
Challenges of maintaining authenticity and preventing
misinformation
Despite its benefits, GenAI poses risks such as potential
blandness and misinformation in content, necessitating significant
oversight to ensure quality and accuracy. Businesses cite
maintaining authenticity as a top challenge (43%), followed by
ensuring AI-generated content resonates with audiences (35%).
Additionally, 94% worry about the potential for GenAI to spread
misinformation.
“The need for human supervision remains critical, as errors and
issues such as factual inaccuracies, plagiarism, and bias are
common,” advises Molly Burke, senior marketing analyst at Capterra.
“Businesses must practice a human-in-the-loop strategy, ensuring
human review and editing of AI-generated content before
publication.”
Implementing AI safely and effectively
To leverage GenAI responsibly, businesses should establish
formal policies and adopt best practices. Creating a formal
internal policy helps align stakeholders on use cases and best
practices to ensure safety, legal compliance, and brand
alignment.
Using both internal and external metrics to measure GenAI
effectiveness is crucial, as it helps track performance and
understand the true cost and impact on employee morale. As
businesses increase their investment in GenAI, they must navigate
its challenges and benefits, ensuring the technology supports
rather than replaces human marketers.
For more detailed findings, expert analysis, and
recommendations, access the full report on Capterra.
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version on businesswire.com: https://www.businesswire.com/news/home/20240715761320/en/
Evan Mimms PR@capterra.com