The Rise of Generative AI in Social Media Marketing: Friend or Fiasco?

By Aathmika Mahasenan

Remember the Coca-Cola AI ad fiasco or the awkward Toys “R” Us AI video campaign? Pretty uncanny, right? It’s hard to miss how brands have started jumping on the AI-generated content bandwagon. But why? Why are they suddenly so into generative AI?

In one of my earlier articles about AI in the digital age, I wrote, “AI in social media revolves around the concept of personalization efficiency while delivering relevant content to users.” And guess what? It’s happening! Slowly but surely, we’re seeing brands shift their focus toward efficiency. With AI algorithms analyzing user preferences, behavior, and historical data, brands can now curate content that genuinely resonates with individuals.

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This level of personalization doesn’t just enhance user engagement—it keeps us scrolling for hours (we’ve all been there) and ultimately drives serious business outcomes for brands.

What Is Generative AI?

Generative AI refers to technology that enables machines to create original content—think images, videos, and text—without needing humans to hold their hands. By 2024, organizations and media outlets started seeing the business potential here. According to McKinsey’s latest Global Survey on AI, 65% of respondents said they consistently use generative AI in their organizations.

Now, as platforms like Instagram, TikTok, Snapchat, Facebook, and X integrate AI into their ecosystems, the impact is undeniable. Experts and users alike are buzzing about what this means for our social media experience and its broader implications.

How AI is Changing the Game?

AI is basically rewriting the rules of user experience and business strategy on social media. Here’s how:

1. Personalized Content: AI processes tons of user data—what we like, what we comment on, even how long we linger on a post—and then tailors content to match our vibes. It’s the reason why TikTok feels like it gets you sometimes (or all the time).
2. Better Customer Service: AI-driven chatbots are everywhere. They answer your questions in real time and can even mimic human-like responses. Not bad for a robot, right?
3. Content Moderation: AI is also stepping up to flag harmful content. Whether it’s hate speech, harassment, or misinformation, algorithms work tirelessly to make online spaces safer.

?Senior Amy Walsh Co-Head of the Digital Wellness Taskforce, stated “AI has the potential to promote a positive environment on social media. It can help create supportive communities by reducing cyberbullying and showing users content that fosters belonging.”

Why Are Brands Loving Generative AI?

Let’s talk about why brands are all-in on generative AI.

1. Influencer Partnerships Done Right: AI helps brands discover niche influencers and weed out fake accounts. This means better collaborations and more authentic connections with audiences.
2. Personalized Advertising :With AI, ads aren’t just random anymore. They’re tailored. Platforms like TikTok are turning into search tools, showing us ads and content that feel oddly relevant (and sometimes too spot-on).
3. Smart Campaign Management: AI helps brands maximize their ROI by identifying target audiences, managing campaigns, and optimizing content.
4. Social Listening: This one’s huge. AI lets brands track what people are saying about them online, helping them adapt and respond in real time.
5. Content Creation and Management: Using AI tools will become a game-changer in the future! No more chasing down graphic designers or waiting for edits—it’s all in the prompt. With just a few words, you can create stunning visuals, craft engaging captions, and even personalize messages to connect with your audience.

Here’s how it works: Generative AI relies on machine learning. It trains itself by analyzing vast amounts of existing social media content to understand what makes a post engaging. Then, it uses that knowledge to create new content that mimics those patterns.

It’s like teaching a robot to write memes or come up with catchy Instagram captions. Convenient? Absolutely. Creepy? Maybe just a little.

The Good, the Bad, and the AI

Why Generative AI rocks...

1. Personalized Feeds: It curates content based on your likes and interests, making your social media experience more enjoyable.
2. Streamlined Content Creation: Social media managers save time because AI handles the heavy lifting.
3. Safer Online Spaces: By flagging harmful content, AI most likely to promote a more inclusive environment.

Where it can get messy...

1. Misinformation Mayhem: AI isn’t perfect. It can spread fake news if not properly trained or monitored.
2. Bias in Content: If the training data is biased or not diverse, the AI could end up generating content that’s discriminatory or problematic.

Generative AI is here to stay, and it’s only going to get more integrated into social media. The key is finding the balance—leveraging AI’s efficiency and personalization while keeping a close eye on ethics and accuracy.

However, in another decade or so, GenAI may lose its appeal as people begin to crave authenticity and originality, seeking genuine, creative content that truly resonates on a human level.

Whether we like it or not, AI is transforming how brands connect with us. So, the next time you see an ad that feels like it’s reading your mind, remember it’s probably not magic. It’s just AI doing its thing.

Let’s hope it’s more friend than fiasco in the long run. What do you think?