AI is playing a key role in the transformation of social media, from automated content moderation to personalized recommendations and advertising. According to Statista, the number of active social media users worldwide was 4.26 billion in 2021, and the average time spent on social media was 2 hours and 27 minutes per day. As the number of social media users grows, so does the demand for AI solutions to help understand customer preferences. The social media AI market is expected to reach $3,714.89 million by 2026, an increase of 28.77%

AI in social media analytics

What is the great need for AI tools to analyze the behavior of people through social media? It’s primarily about understanding, as well as predicting, user behavior on social media platforms. This is difficult because of the amount and types of data being acquired. An analyst not supported by AI in social media can count reactions and the number of comments, or assess whether posts are positive or negative. The task will be tedious and error-prone.

On the other hand, an analyst with AI’s help in social media will gain the ability to gather data from all the places where company mentions appear, as well as get information about where they should be in the future. This is possible because AI can operate on a much larger scale. In other words, it can analyze Big Data, i.e. huge amounts of disparate data.

How to exploit data collected by AI in social media?

AI-based tools in social media enable us to reflect on associations, showing the relationships linking a product’s name to adjectives describing quality, emotions or associated values. This can prove to be a key tool for social media analysis, showing how customers perceive our business. Linking the frequency of certain words, combining them with photos and users’ emotional reactions – opens up entirely new business opportunities.

Planning posts with AI in social media

By automating the publication calendar of social media content with AI, we can plan the date and time each post will appear. If the AI tool of choice is equipped with a learning artificial intelligence module, we can choose to entrust automation to optimize the publication calendar. Having data on the popularity of previous posts, an application such as Buffer will suggest when it’s best to publish the next post.

Can AI create social media posts on its own?

Fully automated social media posts are primarily effective for content repurposing, that is:

  • reuse of existing content,
  • matching it to the requirements of publication in other social media,
  • optimization of entries for SEO and
  • automatically finding the “guiding thread” connecting the materials to make them consistent.

Given the level of sophistication of ChatGPT or Google Bard, which can generate long, meaningful statements, and adding in advanced image generators such as Dalle-2, Midjourney or Stable Diffusion, the answer to whether AI can create social media posts on its own is yes.

There is one condition: to keep the post in the style of our previous contributions and continue the topics you cover on social media, you must have appropriate prompts. In addition, the source material – that is, the context provided to AI – must include enough examples of your previous publications. And if what you want to write about is not publicly available, you also need to provide information directly relevant to the topic. In other words, it will not be full automation, but rather collaboration with AI.

3 AI tools for social media marketing

If you want to outsource the writing or development of your company’s social media publishing calendar to a tool that works with artificial intelligence, there are three worth looking into. Cortex is a tool for optimizing and personalizing marketing content, Lately is for creating content strategies and ideas and Buffer is mainly for managing calendars and social media collaborations. All of these tools feature AI to increase engagement and return on investment in social media marketing.


Cortex is an AI tool that helps companies increase their return on investment in social media marketing by:

  • consolidation of tools,
  • automation of repetitive tasks,
  • adding data to analytical tools.

Cortex analyzes marketing content and predicts how consumers will respond to it. It also leverages existing content, generates new posts linking to predetermined pages or documents as well as answers customer questions in real-time. Cortex also offers the ability to apply selected filters to images so that they are consistent with the brand’s color scheme, automatically match colors and monitor competitors.

AI in social media



Buffer is a social media marketing tool that helps small businesses build their audience organically. One of the interesting features is Buffer AI Assistant, which:

  • helps generate content ideas,
  • enables reuse of existing content,
  • creates instant responses to comments, as well as
  • allows you to generate variations of posts.
AI in social media



Lately is a social selling platform that applies artificial intelligence to deliver marketing content. Lately also offers a special tool to reuse existing content to increase engagement across all social platforms.

AI in social media


Here are some of their main differences and how AI is used in these tools:

  • Cortex employs AI to analyze marketing content and predict consumer response, as well as tailor content for various social media platforms, optimize it for SEO and monitor competition.
  • Lately applies AI to create marketing strategies and generate content ideas. It learns a brand’s voice and turns existing content into effective social media posts.
  • Buffer uses AI to schedule publications on various platforms, including TiTikTok creates instant responses and variations of posts.
AI in social media

AI in social media – summary

AI tools help improve the effectiveness of marketing on social media platforms, including creating textual and visual content, monitoring social media or managing ads. However, the best results will be achieved by using AI in social media as an assistant to help improve the quality of published content and optimize the calendar, rather than as an automated post-creation machine. Running a company’s social media can be significantly helped by keeping a close eye on analytics and drawing conclusions, especially with the help of AI.

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AI in social media. 3 AI tools for social media automation | AI in business #7 robert whitney avatar 1background

Author: Robert Whitney

JavaScript expert and instructor who coaches IT departments. His main goal is to up-level team productivity by teaching others how to effectively cooperate while coding.

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