Capterra: 2024 US Technology Trends Report

A survey report from Capterra shows that by 2026, companies around the world will use generative AI to produce nearly half of their social media marketing content (48%), higher than the current average of 39%.

In the United States, social media marketers surveyed expect generative AI to produce 52% of social media content, up from the current estimated average of 43%.

Respondents worldwide believe that the biggest benefit of using generative AI for social media marketing is increased efficiency. This is a boon for social media marketers: a recent study found that 48% feel they rarely have enough time to get their work done.

In addition to increased efficiency, other key benefits of using generative AI for content marketing cited by social media marketers are easier idea generation, increased content production, enhanced creativity, and reduced costs.

While there are many benefits to using generative AI, there are also challenges that marketers need to face. The top barrier cited by respondents is staying authentic, with 43% listing it in the top three barriers. This is crucial because consumers consider posting inauthentic content to be a major misstep for brands on social media.

Closely following this, respondents acknowledged that maintaining the value of human creativity is a challenge and that they want to ensure content resonates. Consumers have some thoughts on this, too: a recent study found that a larger percentage of consumers (39% vs 31%) are less likely to engage with social content generated by AI than by humans (39% vs 31%).

94% of respondents are concerned that generative AI could accidentally damage their reputation. As the majority of generative AI users report content quality issues, a sizeable portion (39%) say the amount of work required to edit and review AI-generated content is greater than they expected.

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