The GetApp platform published, Thursday, July 25, a study on the use of generative artificial intelligence for the creation of content on social networks for marketing purposes.
While Meta will soon identify – with the mention “Made with AI” – the content created by generative artificial intelligence on its various platforms (Facebook, Instagram, Threads…), GetApp, the search and comparison platform for business software, has taken an interest in the use of this emerging technology in the creation of content for social networks and the various concerns of marketers on this subject.
The main takeaway from this study: more and more companies are (unsurprisingly) using generative AI for their various activities on social networks: almost half of their content will be created by artificial intelligence by 2026. Three out of four companies (73%) plan to significantly increase their spending on generative AI over the next 18 months.
Today, according to the study, more than six in ten marketers (63%) say they have already used this technology for social platforms, and 50% to generate credible images. Slogans (45%), graphics (44%), campaigns (44%) and videos (42%) are also largely generated by AI today. Instagram (81%), TikTok (58%) and Facebook (56%) are the three platforms most concerned by this phenomenon.
According to marketers, the main benefits of generative AI for social media content creation are time savings (46% of them say they save a “significant amount of time”), improved task management (34% of respondents say they better manage their work by delegating repetitive tasks) and cost reduction (41% say they save money by automating certain steps in the creative process).
Concerns persist, however.
However, 47% of marketers struggle to align AI-generated content with brand values, fearing that it will compromise its authenticity by generating automated content. According to GetApp, many are also concerned about spreading misinformation about their brand (57% of them say they are “moderately” or “very concerned”). Also, nearly four in ten respondents (39%) are not sure that this content always resonates with their target audience. Half of these professionals therefore insist on human oversight to align AI-generated content with the company’s marketing strategy.
“Generative AI offers significant benefits for marketers, including time savings and cost reductions. However, it is crucial to maintain human oversight to ensure that the content generated remains aligned with brand values and truly resonates with the target audience. Authenticity should not be sacrificed for technological efficiency. By carefully integrating these tools and staying aware of current trends, companies can make the most of generative AI while maintaining the integrity of their brand.”summarizes Elicia Petit, content analyst at GetApp, in a press release.
Methodology
This study was conducted among 135 French marketing and communications professionals using generative AI at least once a month to manage their company’s social networks. It is part of a survey conducted among 1,680 participants, notably in the United Kingdom, Germany, Spain, Italy, the United States, Canada and Australia.
Source: www.e-marketing.fr
