"As automation and artificial intelligence processes accelerate, many brands are convincing themselves that A.I. can replace the strategic and creative work of social media professionals. It's a decision often driven by budget cuts and misconceptions on what social media managers actually do, the skills they have and what truly makes social media marketing effective. A recent survey revealed that 39 percent of CMOs and brand marketing executives plan to reduce labor costs as they adopt A.I. and other automation tools."
"Before A.I., brands were already grappling with how to maintain control of their equity amid the rise of social media, user-generated content and influencers. Now, A.I. adds another layer of both challenge and opportunity. While the technology can be a powerful amplifier for efficiency and creativity, it also introduces heightened scrutiny. Disclosure failures, synthetic media missteps and a lack of transparency can quickly erode consumer trust and perceptions of authenticity."
Automation and A.I. adoption is prompting many brands to consider cutting social media labor, with 39 percent of CMOs and marketing executives planning labor reductions. Ninety-four percent of organizations use A.I. in marketing preparation or execution; 51 percent of content marketers are piloting or scaling A.I.; and 85 percent employ it for writing and content creation. Reducing social media management to content production overlooks human connection, which drives social platforms. A.I. can amplify efficiency and creativity but increases scrutiny; disclosure failures, synthetic media missteps and lack of transparency can erode trust and authenticity. Recent brand missteps with A.I.-generated avatars and ads drew criticism for removing models and producing hollow creative work.
Read at Observer
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