One in four companies are transparent about the use of AI to create their content

Last July, enterprise software search and comparison platform GetApp published a report on the use of generative artificial intelligence (GenAI) for social media content creation for marketing purposes. According to the report, nearly half of this content is expected to be created by artificial intelligence within two years.

For the second part of this report published on September 17, GetApp focuses this time on the adaptation of companies to the new transparency regulations initiated by Meta. As a reminder, the American multinational decided, in May 2024, to require advertisers to identify and label content generated by AI on all of its platforms (Facebook, Instagram, Threads, etc.).

A positive impact for digital marketing?

With more than a third of marketers saying that between 10% and 25% of the content on their social networks is already produced with AI tools and 45% of them believing that AI-assisted content outperforms that created exclusively by humans, how do they approach Meta’s transparency policy?

First of all, while only half of companies (47%) say they are aware of this initiative, the majority of them (57%) expect it to have a positive impact on digital marketing. Julien Pibourret, a social selling expert, believes that that by “proactively communicating about the use of AI, companies can demonstrate their commitment to transparency and ethics in their online content strategy”. Conversely, he specifies that “Failing to mention that content is generated by AI can compromise a company’s reputation, possibly even weaken its community engagement and lead to legal consequences”.

Only 27% of companies are “always” transparent

Selon GetApp, “Algorithms can also adapt to prioritize clearly labeled content, rewarding honesty rather than punishing the use of AI.”as the platform explains in a press release. However, a large majority of companies are currently not transparent about the use of artificial intelligence in their content creation strategy. In fact, GetApp’s study shows that only 27% of them are “always” specify that the content was created by or with the help of AI. While 44% say they indicate this “Sometimes”27% assume not to do so.