Gen-AI tools are gaining traction, with about 30% of marketers using them for tasks like copywriting and image generation. Social platforms like Meta and TikTok are leading the charge in integrating Gen-AI functionalities. While these advancements hold promise, the primary functions of social platforms haven’t fully shifted from their original purposes: connecting users and sharing content. The new tools aim to supplement these functions by enhancing creativity and boosting engagement.

User-Centric Applications

For users, Gen-AI offers new forms of entertainment and ways to interact with content. For example, TikTok now features AI-generated profile images and AI song generation, while Instagram has introduced story stickers powered by AI. These features are designed to increase time spent on the platforms, making the social experience more interactive and personalized. Despite their novelty, the long-term traction of such tools remains to be seen as they compete with established content consumption habits.

A Strategic Approach to Gen-AI

From a brand perspective, Gen-AI usage is positioned to grow steadily as marketers explore its potential for automating and optimizing creative processes. Meta, in particular, offers a range of Gen-AI tools, divided into two main tiers:

1. AI Enhancements: These tools make real-time adjustments to visual, text, and audio elements in ads to optimize performance for different users.

2. Gen-AI Powered Tools: These tools are designed for creative development, enabling marketers to customize content before it goes live.

Meta’s AI-powered creative solutions are still evolving, with new features under development, such as image background generation, text variations, and even 3D animation capabilities. While automated tools can save time, marketers should use them alongside manual controls to maintain the quality and brand consistency of their outputs.

Testing the Waters

For brands interested in exploring Gen-AI capabilities, starting with Meta's Gen-AI tools could provide a controlled environment to experiment and learn. The tools offer the flexibility to make real-time content adjustments or take a more hands-on approach with pre-approval options. Testing Gen-AI tools in a targeted, experimental capacity will allow brands to gather insights on performance and audience response before rolling out larger-scale implementations.

An Evolving Landscape

As Gen-AI tools continue to develop, their role in social media marketing will likely expand. The focus will shift from merely supplementing traditional content strategies to driving entirely new forms of user engagement and brand experiences. While Gen-AI adoption for content creation is still in its early stages, the continued investment from leading platforms suggests a future where AI-generated content becomes the norm rather than the exception.

Ultimately, the integration of Gen-AI into social media presents both opportunities and challenges. Brands that embrace these tools while maintaining a balance between automation and human creativity will be well-positioned to thrive in an increasingly AI-driven marketing landscape.