Generative AI now integrates across social platforms, with tools like Meta's chatbot in Instagram and Facebook search, Grok on X, and AI video features on Snapchat, YouTube and TikTok. A global Metricool survey found 96% of social media managers use AI tools and nearly three-quarters use AI daily. Social teams increasingly rely on AI for content creation, customer service, analytics and trend spotting as budgets and staff shrink. AI provides time-saving benefits but creates risks including shaping realities, undermining human connection, and producing 'AI slop'—mass-produced, superficial content that clutters feeds and platforms.
You don't have to be chronically online to know that generative AI has infiltrated nearly every part of our online lives. Social media is no exception: Meta's AI chatbot pushes its way into search on Instagram and Facebook, and Grok offers chat and content creation on X. AI video generation features have emerged on Snapchat, YouTube and TikTok. Beyond its reach to users, artificial intelligence is increasingly significant behind the scenes as a professional tool for social media brands and creators.
While AI can bring time-saving benefits to the people behind the posts, generative AI comes with worrisome risks in shaping our online and offline realities. As our favorite brands and creators find new ways to harness AI, it's bound to reignite the debate around how to take advantage of valuable AI use cases while prioritizing human connection. An AI-enabled social media future also raises concerns around deterring AI slop -- mass-produced, junky and superficial content that clogs up the web and social media accounts.
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