AI (Non-Hostile) Social Media Takeover

I’ve been in the habit of using generative AI to assist with my day to day tasks for some time now. As my ChatGPT program has become more and more refined and trained, she’s learned my voice (Yes, Chat is a woman. See this post if you want proof). I had started to wonder if she’s ready to do my job without the human touch.

The Experiment: Can AI Successfully execute a social media campaign from top to bottom?

I handed over the reins to Chat for a week. I didn’t offer any edits, coaching or feedback. Whether she would sink or swim was left totally up to her. The results were enlightening.

The Results: Day 1 Was Great, Day 7... Not So Much 

Descent Plan, Poor Execution 

1. Outlining Pro:

   AI is an outlining machine. With short paragraphs, neat bullet points, and clear calls to action, she’s got structure down to a computer science. But here’s the problem: structure without substance is just fluff. Chat’s marketing posts were okay in theory, but the final product lacked oomph.

2. Plays It Safe: Like a Corporate Robot in a Sweater Vest

   Chat’s post read like an HR manual—straight-laced, painfully polite, and about as exciting as an off key middle school choir. It feels like everything should come together nicely but something's not quite right.

3. A DJ That Only Knows One Song

   AI can churn out content faster than you can say “hashtag,” but she can’t adjust when engagement drops. By Day 5, the posts were losing steam. A human strategist would’ve switched it up, thrown in a meme or interactive poll, but Chat just kept churning out the same content, no matter how disinterested her audience was.

Content That Was “Fine,” But Forgettable

1. Looks Great, But Feels Hollow

   Chat’s posts looked polished, but they lacked depth. Content that doesn’t resonate with the audience is ineffective and quickly forgotten. A real-life story, a disruptive stance, or real insight from a thought leader are the kinds of content that take engagement and authenticity to the next level.

2. No Sense of Humor

   Chat’s comedy was like a knock-knock joke at a dinner party, cringe-worthy. Her posts lacked the sarcasm, subtle nuance, and depth of personality that add up to real humor. She doesn’t understand conversational, human language or the unspoken rules that make audiences connect with a brand. 

3. Offbeat Timing 

   Chat doesn’t understand trends or timing, giving the campaign the feel of that one person next to you at a concert who can’t seem to clap with the tempo. By Day 6, engagement had tanked, but she kept posting like it was still Day 1. Shaking up the format, adding interactive elements, and adjusting tone could've added the needed refresh. In social media, timing is everything, and Chat just posts blindly, failing to respond to engagement patterns.

Can Chat be my new Social Media Manager? … The Verdict

In a word: No. 

AI Can Write But It Can’t Wow

AI isn’t ready to replace the human element in marketing, but she will, and already is, eliminating the tedious tasks that hamper creativity.

 AI is an enhancement, not a replacement

For brands that aren’t interested in real growth or engagement, AI generated content could do the trick. But if you want content that stops scrolling, sparks conversations, and actually matters, a human touch is still essential. The secret sauce is learning how to integrate AI into your processes in a way that enhances, rather than negates, creativity and connection. AI can handle brainstorming drafts, repurposing content, and keeping grammar polished, while humans bring the strategy, creativity, and adaptability that make content truly stand out. Train AI well, and it becomes your smartest assistant, freeing you up to focus on big ideas. The future of social media isn’t AI or humans, it's AI with humans. And that’s where the real magic happens.

What Do You Think? Let’s Chat.

Would you trust AI to handle your brand’s social media? Let’s talk!