Global social media management platform Metricool has released its latest study, State of AI in Social Media, highlighting the widespread adoption of artificial intelligence across the industry. According to the report, 96% of social media professionals are already using AI tools, with more than 72% relying on them daily.
The survey, conducted between Q1 2023 and Q1 2025, gathered responses from 277 participants worldwide, including marketers, freelancers, content creators, and agency professionals. It paints a picture of a sector in transition, where AI has quickly become a cornerstone in content creation and campaign management.
The most common use case is content ideation (78%), followed closely by drafting posts and captions (72%). Another 68% use AI to adapt content across different platforms, while two-thirds of respondents say that at least half of their published content now integrates AI in some form.
Yet despite its rapid adoption, concerns remain. Nearly 45% of professionals cited content quality as a key barrier, while 36% admitted they do not track—or do not know how to track—the performance of AI-generated content compared to traditional posts. As Metricool’s CEO and co-founder Juan Pablo Tejela explains: “AI has become an essential tool for content creation, but it’s not a turnkey solution. The human factor remains a competitive edge, and the most successful teams see AI as a co-pilot, not a replacement.”
The study also reveals significant differences across work environments. Agencies report the highest rate of daily usage (78%), while 73% of professionals believe AI has enabled them to test new formats and strategies. Budget allocation, however, remains conservative: 62% of respondents say they will not increase their spending on AI tools in 2025, and over half rely exclusively on free solutions.
Ultimately, the report stresses the importance of training, tool integration, and budget planning to fully harness AI’s potential. While adoption is now almost universal, its impact on content quality, performance, and long-term return on investment continues to fuel debate.
