Social media teams are stuck with repairing the mess of AI, while leaders believe that everything is going well
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- More than half of the marketers say they can’t do their work without AI, despite poor results
- Budgets for AI continue to rise, although 81% of the leaders say it is wasted
- Marketers manually repair the AI output on days of days every week
Professionals on social media have become increasingly dependent on artificial intelligence, where new research has found more than half that they cannot imagine their roles without fulfilling it.
A study by Hootsuite claims that this growing dependence is not matched by results despite heavy investments in AI technologies.
The company’s research shows that 88% of senior marketing leaders encourage their teams to use AI ToolsNevertheless, 81% assigned budgets are wasted on tools that are not suitable for the goal.
Manual work continues to exist despite automation promises
Hootsuite depth deeper, discovered that many marketers are stuck in a time-consuming cycle of manual labor and insufficient results, which revealed a deep separation between expectations and the actual usefulness of generative AI tools in marketing.
A significant part of the social media managers still spend up to three full working days a week from AI-generated content and manually collecting insights of online platforms.
This delay not only completes the time of the staff, but also has an influence on the campaign performance.
As trends shift quickly, marketeers often find their content outdated by the time it is published, which can explain why more than half of the senior marketers consistently find out their campaigns.
The financial implications are just as disturbing. Budgets for AI tools continue to rise, but for some the wasted investment is more than 20% of their entire marketing budget.
“This should be a wake -up call for all marketers: traditional AI is not as advanced as you think it is,” said Irina Novoselsky, CEO at Hootsuite.
“With five billion people who spend online up to five hours a day, Social is one of the richest sources of real-time data sources that are available and yet traditional AI tools still cannot use it, so that the insights that marketers really have to hide in sight.”
With increasing pressure of leadership leadership to justify all costs, marketers find it increasingly difficult to defend investments in AI tools that do not yield tangible returns.
A critical weakness in the current generative AI systems lies in their dependence on outdated data sets.
These tools often cannot capture the dynamic nature of real -time public behavior, which means that their insights may not run synchronously with the present moment.
While 64% of senior leaders believe that their AI tools offer real-time insights, only 39% of social media managers agree, a clear signal that trust in AI’s real-world performance is wrong at the organizational levels.
In response to these challenges, Hootsuite has introduced Owlygpt, a generative AI assistant who is trained on live social data.
The company says, this tool provides current insights that are tailored to the voice and cultural context of the brand.
Given the problems with AI -static data, this step seems promising, but it is good to approach it with some skepticism. After all, companies were led to believe in the transforming power of AI, only to confront disappointing results.
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