Since this technology is evolving quickly, some companies feel like they'll be left behind if they don't experiment. Additionally, due to the negative perception from consumers, it is unlikely that they will be receptive and trusting of generative AI use in social media. It also won't resolve the biggest pain points of keeping up with evolving formats, new platforms, and algorithm changes. Generative AI is not plug-and-play and requires training as well as a great deal of oversight.

However, when navigating this new technology, there are limitations to keep in mind prior to a full rollout. The most promising use cases for the tools are in kick-starting the creative process, creating assets, and repurposing content. Of the responsibilities these managers face, generative AI could help most with brand marketing, creative development, and customer service. Social media managers and their agency partners who are responsible for social marketing are able to quickly develop content for a long list of platforms and navigate ever-changing rules and tools. Account icon An icon in the shape of a person's head and shoulders.

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