AI has not only arrived on social media: it is rewriting it from within and has managed to transform how brands create, segment and generate engagement with their audiences. And not only that, but the tools we used to use to schedule posts or generate automatic copy are now capable of predicting trends, personalising content in real time and optimising campaigns based on behavioural data.
The new algorithmic creativity
One of the biggest myths about AI is that it replaces human creativity, when in fact it enhances it. Today, marketing professionals can rely on tools such as ChatGPT, Jasper or Perplexity to prototype visual ideas, test messages and adopt different communication tones. The result: more experimentation, more speed and more data-driven creativity.
But the challenge is not to lose the human touch, because algorithms bring efficiency, but also the risk of losing authenticity. The balance comes when AI becomes a co-pilot, rather than a substitute, for strategic thinking and real, emotional connection with our audience.
Sora and the future of social media content
Recently, we have witnessed the explosion of OpenAI’s Sora 2: an improved version of the artificial intelligence video generation model, which now includes more accurate and realistic videos and audio, as well as an experience that materialises on social media.
The latter has marked a turning point, and I am sure it will change everything, as they have taken a step forward to become the first social network based entirely on AI-generated content.
Sora allows you to generate hyper-realistic videos from a prompt. Just type in a text such as ‘A girl walking in the rain in Tokyo’ and in a few seconds you can get a cinematic-looking video. In addition, it is capable of animating existing images or even using your own face to generate videos by cloning your identity.
Currently, Sora is available on a limited basis to ChatGPT Plus and Pro subscribers and only in certain countries, mainly the US and Canada.
As you can see, the impact on marketing and our daily lives is going to be enormous. Not only in terms of saving time and resources, but also in terms of speed and experimentation, it becomes a competitive advantage. However, it also raises new challenges around copyright, authenticity and transparency. That is why OpenAI has implemented watermarks and C2PA (Coalition for Content Provenance and Authenticity) metadata to identify AI-generated content and encourage its responsible use.
New ecosystem of tools
Algorithmic creativity is spreading far beyond text or video. As a result, marketing teams increasingly have a sophisticated ecosystem of artificial intelligence tools covering all phases of the creative and operational process. But to what extent do we let algorithms decide for us? This is the question we should ask ourselves before publishing and using these types of tools.
When it comes to text generation, tools such as ChatGPT and Jasper have become key allies in writing copy and scripts for our posts. And if we also want to accompany that text with an image, graphics or mood boards, then we can count on DALL-E or Midjourney.
In the audiovisual field, tools such as Sora, Runway, or Pika Labs allow us to generate hyper-realistic clips, reels, or advertisements from text, without the need for filming or complex editing.
Finally, to generate insights to find out if our social media strategy is working and if our posts are effective, we have ChatGPt, Perplexity, and Gemini. And to make the qualitative leap, we have Zapier, Notion AI, and HubSpot AI, which help us connect workflows, integrate channels, and optimise tasks, freeing up more time to think about the strategy and creativity of our content.
The real challenge for marketing professionals is knowing how to integrate them strategically and choose the ones that best suit our needs, because knowing and applying them all at once is an almost impossible task.
Looking ahead
AI will continue to expand its role in social media, from the early detection of micro-trends to the creation of communities driven by predictive recommendations.
Brands that know how to combine human vision with artificial intelligence will be the ones to lead the next phase of digital growth. Creativity no longer depends solely on inspiration, but also on technology.
I do not know whether the future of marketing will be more human or artificial, but it will certainly be collaborative, and those who do not learn to coexist with AI will be left out of the conversation.
