AI-powered content creation tools have come a long way in recent years and have made significant advancements in their ability to generate various types of content, such as text, images, audio, and video.

Specifically for social media, AI has the potential to revolutionise the way social media content is created and consumed. These tools can help social media marketers and content creators to generate high-quality content quickly and efficiently. But, as with anything that is new and changes the way we do things, it is not without its criticisms.

What is AI and how is it used in social media?

Artificial intelligence (AI) is a branch of computer science that aims to create machines and algorithms that can perform tasks that typically require human intelligence. AI technologies include natural language processing (NLP), machine learning (ML), deep learning, computer vision, and robotics.

For social media managers, AI can offer many benefits. AI-powered tools can help automate tasks such as content creation, social media listening, sentiment analysis, and customer service. They can also analyse large amounts of data to provide insights into social media trends, user behaviour, and audience demographics, helping social media managers to create more effective and targeted content strategies. These tools can also generate personalised recommendations for social media content, such as hashtags, captions, and images.

How have social media platforms integrated AI-powered tools in the past?

The advancements of AI-powered tools have been accelerated recently, and many people are amazed at the current capabilities of many tools. Despite AI being the topic on everyone’s lips in the past few months, it has actually been around for longer than you might think. Chances are, you have been using most of these tools most days.

Here is a timeline of some key advancements in AI for the use of social media:

  • 2011: Facebook introduces DeepFace, an AI-powered facial recognition system that can identify people in photos with 97.35% accuracy. This was used for automated photo tagging on the Facebook app. However, in 2021 Facebook announced that they were deleting the entire database of the facial templates.
  • 2012: Google introduces the Knowledge Graph, an AI-powered system that can understand the relationships between people, places, and things in search queries.
  • 2015: Instagram introduces an AI-powered algorithm that personalises users’ feeds based on their interests, engagement history, and other data. This well-known algorithm is something that is ever-changing to this day.
  • 2016: Facebook introduces DeepText, a system that can understand the meaning of text in over 20 languages, allowing the platform to better filter content and improve ad targeting.
  • 2017: Twitter introduces a system called Smart Inbox, which helps businesses to manage their customer service interactions on the platform.
  • 2018: LinkedIn introduces an AI-powered system that suggests personalised content for users to share on the platform based on their interests and engagement history.
  • 2019: TikTok introduces an AI-powered recommendation algorithm that personalises users’ video feeds based on their engagement history, allowing the platform to rapidly gain popularity and become one of the most downloaded social media apps of all time.
  • 2020: Facebook and Instagram introduce AI-powered systems that can automatically generate alt text descriptions for photos, making the platforms more accessible to visually impaired users.

Current AI-powered social media tools that could help your social media management

We all use social media management tools day-to-day to help us stay organised. However, recently AI tools have made it much easier to create, optimise and stay up-to-date with our work. Currently, 82% of marketers say AI-generated content is as good as human-generated content. It is important to acknowledge that although AI is powerful, it won’t do all of the work… just yet. But, if you are looking to implement tools to increase your social media efficiency, here are some great AI tools for social media marketing.


Instead of letting us explain ChatGPT to you, let ChatGPT introduce itself to you…

“Hello! You may be interested to know that I am ChatGPT, a large language model trained by OpenAI, based on the GPT-3.5 architecture.

In simple terms, I am an AI-powered tool that is designed to understand and respond to human language. I have been trained on a vast amount of text data from various sources, including books, articles, and websites, which allows me to understand a wide range of topics and provide helpful responses.

As a social media manager, you may find me particularly useful for tasks such as generating engaging content ideas, responding to customer inquiries, and analysing social media data to identify trends and patterns. With my advanced natural language processing capabilities, I can help you streamline your social media management tasks and improve the overall effectiveness of your social media strategy.

If you have any specific questions or tasks you’d like me to help with, please feel free to ask!”


Although you have probably heard of Canva, unless you are a regular user, you may not know that they have implemented a suite of AI tools into the platform. At the Canva Create event, they announced:

  • Assistant- You can search for design elements, gain quick access to features and get recommendations on graphics that match existing designs. You can also quickly access other AI-powered design tools that the platform offers.
  • Magic Write- Although Magic Write has been around since December 2022, you can now access it within all Canva project types. You can use this for writing website copy or presentation summaries.
  • Magic Design- You can upload an image and then select the style you desire. This will create a selection of personalised templates that you can then customise.
  • Magic Eraser- You can clean unwanted details in images by brushing over the area.
  • Beat Sync- Video footage can be matched to a soundtrack of your choice.


Jasper claims that you can create content 10X faster on the platform than doing it yourself. What is unique about Jasper is that the social media content is designed to speak directly to your target audience. There are a variety of professional templates to choose from and visual content can be auto-created to match written posts and captions.


If you create video content but want to change up your voiceovers, head to Murf instead of begging everyone at the office to ‘borrow’ their voice. Murf helps you create natural sounding voiceovers for social media posts. You can change up the audio to match a specific tone and mood with their 120+ voice options to choose from. If that wasn’t enough, you can also add images, music, and video to your voiceover and sync them directly through Murf.


We’ve all been there- needed a perfect scroll-stopping image for our next post. Well, Shutterstock has an AI feature that identifies and analyses data points from around 600 billion images to find the perfect image for you and your brand. You can search by colour, style and tone.

Am I going to be replaced by AI?

Although all of these tools are amazing and super handy, they can definitely leave an air of concern from those whose job it is to create content. Especially as it is predicted that by 2025 to 2030, 99% to 99.9% of all content on the internet will be AI-generated.

It’s important to note that while AI can offer many benefits, it is not a replacement for human creativity and intuition. Social media managers still need to understand their audience and create content that resonates with them on a personal level. Additionally, AI-generated content can sometimes lack the emotional depth, intelligence and creativity that humans possess. Overall, AI has the potential to be a valuable tool for social media managers, helping them to save time, gain insights, and create more effective social media strategies.

Wrapping up

In summary, AI-powered tools have revolutionised the way social media content is created and consumed. They offer numerous benefits such as automating tasks like content creation, sentiment analysis, and customer service while providing insights into social media trends, user behaviour, and audience demographics. Many social media platforms have integrated AI-powered tools in the past, and currently, AI tools like ChatGPT and Canva offer social media managers personalised recommendations for content creation and optimization.

But don’t worry, you are still, and will remain to be, vital for the career that you are in. So, perhaps welcome some AI tools into your marketing, but remember how important human touch is to content creation.

Tinisha Osu is a Marketing Executive with two degrees in Psychology. She is the first-author of a published psychology paper and is beginning her career in marketing through blog-writing, creating social media content and running marketing campaigns.