AI is starting to show up everywhere in social media marketing. From video creation to ad testing, it’s changing how quickly brands can produce and experiment with content. But while speed and scale are improving, the real challenge is standing out in feeds that risk becoming increasingly generic.
Here’s how we see AI actually impacting social media marketing:
AI content is becoming more common across social platforms because it allows brands to move faster. Businesses can now produce videos, visuals, and variations far quicker than before, making it easier to test ideas and optimise performance.
The risk, however, is sameness. When content relies too heavily on AI, social feeds can start to feel repetitive. In our experience, engagement tends to drop when audiences feel like they’re seeing the same formats and messages over and over again.
Moves like OpenAI’s Sora are likely to push social platforms to double down on their own AI integrations. The goal is simple: keep advertisers creating and spending directly inside each platform’s ecosystem.
Whichever platforms make their AI tools easiest to use in-platform will likely gain an advantage, especially for brands looking to produce content quickly without relying on external tools.
AI makes it cheaper and easier to test more variations at speed, which is a big win for performance-driven teams. But authenticity still plays a major role.
Audiences are quick to recognise AI-generated content, and when it feels overly polished or generic, it often underperforms. Adding a personal or creative layer such as a human voice, real experiences, or original ideas, remains essential.
As AI content becomes more widespread, there’s likely to be increased pressure on platforms and brands to label AI-generated content more clearly. This helps users understand what they’re engaging with and builds trust as AI continues to evolve.
AI is reshaping social media marketing by making content faster, cheaper, and easier to test. But it doesn’t replace creativity. The brands seeing the best results are using AI as a tool and combining it with originality, personality, and real insight. In crowded feeds, that human element is still what cuts through.
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