That’s not to say that social media managers won’t be impacted. “It’s going to augment everyone’s roles, our job will be different. But I think, I hope, people will like that difference, and like spending less time in front of screens and more in front of faces.”
So let’s make the case for why an AI social media manager is likely not coming for your seat at the table.
From spreading disinformation, to creating posts based car owner data on offensive AI output, putting unchecked AI in charge of social can create a brand crisis—any communications leader’s nightmare.
“From an ethical standpoint, I don’t think you’re ever going to put your social on autopilot,” Jeff explains.
You’re going to be steering the ship…I think that’s where the line will be. We’re going to see AI as an assistant.
Jeff MacDonald
Social Strategy Director
Instead, Jeff suggests treating AI as an idea launchpad. “You’re going to be steering the ship. You need to make sure what’s happening on your social channels is human-fed and human-curated. I think that’s where the line will be, we’re going to see AI as an assistant.”
People want to connect with people
Jeff says it best: “I don’t think anyone wants to hear a response from a computer.”
It’s hard enough for brands to create human connection. People crave authenticity on social, and they can spot boilerplate, AI-generated posts and responses a mile away.