Sydney, 20th August 2024 – As the digital landscape continues to evolve, artificial intelligence (AI) is poised to redefine the future of social media marketing. Australian businesses are emerging as global pioneers in adopting Generative AI (GenAI) for content creation, according to Capterra’s 2024 GenAI for Social Content Survey. This survey, which gathered insights from over 1,600 social media marketers worldwide, reveals that Australian companies currently produce 49% of their social media content using GenAI. By 2026, this figure is expected to surge to 61%.
Australian Marketers Lead the Way in GenAI Adoption
Compared to their counterparts in North America, Europe, and Asia Pacific, Australian marketers are ahead of the curve. They are leveraging GenAI for content creation at a higher-than-average rate. Over the next 18 months, countries like Australia, the U.K., Brazil, Canada, and Spain are expected to witness a significant uptick in GenAI usage. Notably, 78% of Australian respondents forecast an increase in their company’s investment in GenAI tools.
Boosting Productivity and Engagement Through GenAI
The adoption of GenAI is primarily driven by the need for enhanced productivity. An impressive 91% of Australian businesses using GenAI for social media content report that the technology has saved them a moderate to significant amount of time. The key benefits cited by these companies include increased creativity (37%), improved efficiency (36%), easier idea generation (33%), and enhanced content production (32%).
Moreover, nearly 80% of Australian businesses have observed a marked improvement in social media engagement and impressions with GenAI-assisted content. Remarkably, 51% of respondents believe that AI-generated content outperforms content created solely by humans, while 32% find it equally effective.
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Challenges: Authenticity, Misinformation, and Quality Control
Despite its advantages, the widespread use of GenAI in social media marketing is not without challenges. Over half (55%) of Australian companies report that the time and effort required to edit and review AI-generated content exceeded their expectations. Additionally, a significant 96% express concerns about potential reputational risks associated with GenAI.
Quality control remains a critical issue, with 56% of respondents reporting problems such as factual inaccuracies, plagiarism, and bias in AI-generated content. Maintaining the authenticity of AI-generated content is another major challenge for 42% of Australian companies, as is ensuring the content resonates with their target audience (31%). Furthermore, 40% of businesses find it challenging to maintain creativity when using GenAI.
Navigating the Future of AI in Social Media Marketing
To maximize the benefits of GenAI while mitigating its risks, Capterra recommends that businesses develop formal internal policies that align stakeholders on best practices, legal compliance, and brand alignment.
“Businesses should use internal and external metrics to measure GenAI effectiveness, as they help track performance and understand the cost and impact on employee time and morale,” says Andrew Blair, Analyst at Capterra. “As businesses increase their investment in GenAI, they must navigate its challenges and benefits, ensuring the technology supports rather than replaces human marketers,” adds Blair.
As AI continues to shape the future of social media marketing, Australian businesses are well-positioned to lead the way, setting standards for innovation, productivity, and engagement. For further information, please visit capterra.com.au.
