If you’re a brand on social media (and which brand isn’t?), you need to tread carefully when it comes to using AI across your social channels. That’s according to a new survey from social media analytics company Sprout Social, which reveals that consumers are more favorable to some types of AI use over others.
First the positive
Sprout Social’s survey found that a majority of consumers—73.5 percent of them—said that they strongly or somewhat agree that they are comfortable with brands that use AI to deliver more rapid customer service on its social channels.
The acceptance of AI used in this way likely comes down to personal convenience: When a customer has a question or problem, they want to get an answer for it as soon as possible. If AI can help speed up getting them that answer, then a majority of consumers seem to have no problem with that.
Now the negative
Survey respondents are less favorable toward AI use when it comes to brand posting AI-generated content on their social media channels. AI-generated content often includes things like photos or artwork created by AI or text written by AI.
Specifically, 39 percent of consumers said they would be less likely to engage with a brand’s content on social media if it was AI-generated, and 26 percent of respondents said that if a brand posted AI-generated content, it would make them less trustful of the brand.
However, on the flip side, 38 percent of respondents said they would be more interested in a brand that posted AI-generated content, and 31 percent said they would be more likely to engage with the content.
The bottom line
In short, the survey reveals that if AI use enables better customer service, the majority of consumers seem to be all for it. But when it comes to brands posting content that is AI-generated, there is more of a divide as to whether that is a turnoff or an appeal.
To arrive at its findings, Sprout Social surveyed 2,000 people in the U.S. and U.K. from March 15 to March 21, 2024.
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