48% of social media content from businesses will be AI-generated by 2026
This edition of Capterra Tech Insider was curated and written by social media content lead Gabriele Gudo .
AI is rapidly transforming how companies approach social media. Businesses are ramping up their use of generative AI to enhance engagement and creativity in their social media strategies. But with these advancements come significant challenges, including concerns about authenticity and misinformation.
In this issue of Capterra Tech Insider we dive into the latest research from our senior analyst Molly Burke exploring how AI is shaping the future of social media with some actionable tips for marketers on how to use GenAI responsibly.
The rise of GenAI in social media marketing
By 2026, businesses around the world that currently use GenAI for marketing purposes will increase the amount of social media content they create using GenAI, from an average of 39% in 2024 to 48%. Most will increase their spending on GenAI tools as well.
What’s driving GenAI adoption?
For many businesses, the promise of GenAI lies in its ability to enhance productivity and streamline content creation processes. The technology helps marketers generate ideas, automate routine tasks, and personalize content, leading to faster and more efficient workflows.
An impressive 73% of businesses have reported increased engagement and impressions thanks to GenAI, with nearly 90% acknowledging the time-saving benefits of AI-assisted content.
The Challenges of Relying Solely on GenAI
While GenAI offers impressive capabilities, it’s not without its limitations - particularly in maintaining the authenticity and quality of content. A significant 94% of businesses express concern about the potential for AI-generated content to spread misinformation, highlighting the ongoing need for human oversight.
The reality is that GenAI presents businesses with serious challenges that are both practical (ensuring AI-generated content looks cool) and existential (ensuring it doesn’t leak company secrets to social media platforms). Though many are optimistic about GenAI’s potential, businesses can’t yet rely on unsupervised GenAI to rescue them from the engagement doldrums or to wipe out their marketing payroll.
Best practices for implementing GenAI safely and effectively
🔹 Create a formal internal policy for the use of GenAI, outlining use cases, best practices, and the role of human oversight.
🔹Implement a human-in-the-loop strategy to ensure all AI-generated content is reviewed before publication.
🔹 Measure the effectiveness of GenAI both internally and externally, considering factors such as time savings, engagement metrics, and employee morale.
By taking these steps, businesses can harness the power of GenAI to enhance their social media marketing efforts while ensuring that content remains authentic, accurate, and aligned with brand values.
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