--- description: GenAI can boost UK marketers’ efficiency, productivity, and social media performance. Learn how companies can reap the benefits while managing risks. image: https://gdm-localsites-assets-gfprod.imgix.net/images/capterra/og_logo-e5a8c001ed0bd1bb922639230fcea71a.png?auto=format%2Cenhance%2Ccompress title: GenAI to produce half of UK’s branded social content by 2026 --- # UK to see the largest increase in AI-generated social media marketing content Canonical: https://www.capterra.co.uk/blog/6543/uk-largest-increase-generative-ai-social-media-marketing-content Published on 21/08/2024 | Written by Molly Burke. ![UK to see the largest increase in AI-generated social media marketing content](https://images.ctfassets.net/63bmaubptoky/45mtPcfCnaXcNk7gCrRDaW/0c8f9eb6a06a0d9843cc7e76df34db7c/CAP_Survey_Header_1__INTL_.png) > GenAI offers marketers immense benefits as well as daunting risks. ----- ## Article Content GenAI offers marketers immense benefits as well as daunting risks.In this articleReliance on GenAI for content creation is set to rise more in the UK than anywhere else globallyUK marketers say GenAI improves productivity, social media engagement, and efficiencyMarketers are at risk of spreading AI-generated misinformation and alienating sceptical consumersMarketers can and should implement AI safely and effectivelySteep rise in GenAI usage demands informed decision-makingUK social media users are about to see a lot more AI-generated content on their favourite platforms. According to Capterra’s survey of nearly 200 social media marketers in the UK, companies will use generative AI (GenAI) to produce, on average, 48% of their social media marketing content by 2026—up from their current average of 36%.\* The UK is expected to see the largest increase in AI-generated content among 11 surveyed countries across Europe, North America, and Asia-Pacific.Marketers expect GenAI to boost engagement, productivity, cost savings, and yes, human creativity. But they also worry about the consequences of potentially spreading misinformation among audiences through AI-generated social media content. Marketers can take steps to ensure they use GenAI for social media marketing responsibly, including creating a formal internal usage policy and implementing a human-in-the-loop strategy. Key insightsOver the next 18 months, UK marketers expect an average of 48% of their company’s social media content to be AI-generated.77% of UK marketers say GenAI-created content has increased their company’s engagement and impressions on social media, with 23% noting a significant increase.Nearly all companies (92%) are concerned about the risk of spreading misinformation through AI-generated social media content.Maintaining authenticity is the top challenge of integrating GenAI into social media marketing strategies.Reliance on GenAI for content creation is set to rise more in the UK than anywhere else globallyBy 2026, UK companies will increase, on average, the share of social media content they create using GenAI from the current 36% to 48%. Most (83%) also expect to increase their spending on GenAI tools. UK marketers are currently in the middle of the pack compared to other surveyed countries in terms of the volume of content produced using GenAI. Per our survey data, the UK lags behind other English-speaking countries such as Australia, Canada, and the US. Notably, each of these countries has a head start in using this emerging tech in the dominant language (and dialects) used to train the large language models fuelling GenAI tools. \[1\] However, over the next 18 months, the UK is set to see a 33% increase in GenAI usage—the largest among any surveyed country. So while UK marketers plan to use GenAI to a lesser extent than their North American and Australian counterparts, the proportional increase will be significant. That means UK companies will need to act quickly to manage the inherent risk involved in using GenAI, as well as the many challenges and workflow disruptions it brings. UK marketers say GenAI improves productivity, social media engagement, and efficiencyImproving productivity is the primary reason UK companies have started using GenAI for content development. Many users report that the tech fulfils this goal and then some, leading to easier, faster, and more efficient workflows. Marketers say GenAI enhances the creative process by helping generate ideas, automate routine tasks, and personalise content for specific audiences.GenAI’s social media performance is so satisfactory that many marketers view it as complementary, or even superior, to human creativity. Eighty-six percent of UK marketers using GenAI for social content say the tech has saved them a moderate to significant amount of time. Over three-quarters (77%) say using GenAI-assisted content has increased their social media engagement and impressions. Most (53%) claim that GenAI-assisted content performs better than content created solely by humans. GenAI has become so useful to marketers that 42% say they are finding it harder to recognise the value of human creativity since integrating the technology into their marketing strategies. While that, on its face, seems like a pretty bad sign for human employees, it belies all the work marketers say they have to do to ensure the quality of their GenAI content. The prevalence of errors, misinformation, and even sensitive company data lurking in AI-generated content means these tools need human supervision for the foreseeable future. Marketers are at risk of spreading AI-generated misinformation and alienating sceptical consumersSuperhuman performance notwithstanding, GenAI comes with risks, and significant oversight is essential to ensure the quality and safety of the content it creates. Nearly half of UK marketers (48%) say maintaining the authenticity of AI-generated social media content is a top challenge. So is ensuring AI-generated content actually resonates with audiences (41%). Then, there’s the burden of preventing the spread of AI-generated misinformation. Two-thirds (66%) of companies using GenAI for social media (including those who don’t review content before publishing) report instances of quality-control issues in AI-generated content, including factual errors, plagiarism, bias, and straight-up nonsense. The remaining third likely haven’t looked hard enough.The vast majority of UK companies—but not all of them—take the responsible route and review AI-generated content before publishing it on social media. Over one-third (35%) say the amount of effort it takes to edit or review AI-generated content goes above and beyond what they expected, something that companies thinking about buying GenAI software should factor into the total cost of adoption. And even with all that careful work to clean up and label AI-generated content, nearly all (92%) marketers still worry that GenAI can accidentally harm their company’s reputation by spreading misinformation on social platforms. The incidence of errors and the vigilance required to catch them means the risk of publishing substandard or harmful content is high. And at the end of the day, marketers know that even the highest-quality AI-generated content can still turn some audiences off. According to a recent survey from the Centre for Data Ethics and Innovation, the UK public has an increasingly pessimistic view of AI and its potential impact on society. \[2\] On principle, some audiences won’t want to consume AI-generated content. Marketers face growing pressure from governments and consumers to label their AI-generated marketing content in the name of transparency, but the negative perception of AI-generated content has already made for shoddy compliance with labelling policies launched by social media platforms: Just 27% of UK marketers consistently label their GenAI content on social media.GenAI presents challenges both practical (ensuring AI-generated content looks cool) and existential (ensuring it doesn’t harm the company). Given their projected increased use of the technology, UK marketers, in particular, will need to tackle these issues head-on. The bottom line is that companies can’t yet rely on unsupervised GenAI to rescue them from engagement doldrums or to wipe out their marketing payroll.Marketers can and should implement AI safely and effectivelyIt would be silly to deny the benefits of GenAI for social media marketing. GenAI saves time and money while increasing productivity, and experts generally consider it to be highly useful for content production. \[3\] But experts also caution that it’s a poor fit for companies that do not effectively manage its inherent risks. Here are some steps companies can take to ensure they use GenAI safely and responsibly. Establish a formal internal policy for responsible GenAI use Creating a formal internal policy on the use of GenAI at your organisation helps align stakeholders on use cases and best practices. It’s good to have one on hand when hiring new marketing employees or contracting with agencies or freelancers. An internal policy is also a great way to establish a human-in-the-loop standard at your company to ensure the safety, legal compliance, and brand alignment of AI-generated content. Around the world, companies that have policies in place for GenAI use, whether informal or formal, are more likely to report that GenAI:Saves them time on marketing initiativesImproves engagement metricsYields a competitive advantageRevisit your GenAI policy as needed, such as when upgrading to more advanced tools or if your company’s use of GenAI broadens in scope.Include a QA step in AI-assisted workflows Don’t run the risk of publishing boring or misleading content; practice a human-in-the-loop strategy by always having a person check GenAI output for quality assurance before posting it on social media. Companies that leverage GenAI content using a human-in-the-loop strategy are significantly more likely to report that GenAI:Boosts efficiencyReduces turnaround time for content deliveryIncreases engagement and impressionsMeasure ROI using both internal and external dataYes, you should track the performance of your AI-generated content on social media. But if you let external metrics speak for your marketing team’s overall experience using GenAI tools, you’re only getting half the story.Measuring success internally is crucial to understanding the true cost of your GenAI tools as well as retaining talent and maintaining employee morale in today’s increasingly automated marketing landscape. Company leaders should keep in mind that GenAI is a powerful technology best used to support, not fully replace, human marketers. Check in with your marketing team about the following quantitative and qualitative metrics, as they relate to your GenAI tool(s):Frequently encountered errors or issuesTime/effort spent editing or reviewing AI-generated contentEase of useRecurring or unexpected costsGenAI should help your creative staff get more done, not bog them down with the busy work of tweaking mediocre bot-generated content. If your marketers feel your GenAI tool isn’t helpful, find out why and make some changes.Steep rise in GenAI usage demands informed decision-makingCompanies across the UK will prioritise GenAI in their marketing workflows in the coming years. They’ll face some hurdles as AI tools continue to evolve and will need to rely on internal policies, conduct data-driven performance evaluations, and remain realistic about what their AI tools can handle. That said, they will likely unlock cost savings, increased productivity, and other benefits as a result of using GenAI. If your company is interested in GenAI software for social media, you should carefully consider investments in this space, prioritising vendors with excellent user reviews. Before you buy, make sure your selections integrate well with your existing digital asset management software or brand management software for a smooth adoption process. ## Disclaimer > Survey methodology\*Capterra’s GenAI for Social Content Survey was conducted in May 2024 among 1,680 respondents in the U.S. (n: 190), Canada (n: 108), Brazil (n: 179), Mexico (n: 199), the U.K. (n: 197), France (n: 135), Italy (n: 102), Germany (n: 90), Spain (n: 123), Australia (n: 200), and Japan (n: 157). The goal of the study was to learn more about the impacts of generative AI on social media marketing strategies. Respondents were screened for marketing, PR, sales, or customer service roles at companies of all sizes. Each respondent indicated their use of generative AI to assist with their company's social media marketing at least once each month.SourcesHow Language Gaps Constrain Generative AI Development, The Brookings InstitutionPublic Attitudes to Data and AI: Tracker Survey (Wave 3), Centre for Data Ethics and InnovationWhen Not To Use Generative AI, Gartner ## About the author ### Molly Burke Molly Burke, a Senior Specialist Analyst, has been contributing to Capterra since April 2022, focusing on technology trends in retail, hospitality, and customer experience. Her work delves into how technology, automation, and AI are revolutionizing customer shopping experiences. Molly emphasizes software solutions that enhance personalized customer interactions, such as digital signage and appointment scheduling software, and explores the data-driven tools that support these experiences, including help desk and inventory management software. Her expertise lies in guiding small and midsize businesses to make informed tech investments that align with the digital and immersive experiences modern consumers demand. She advocates for automation that liberates employees from mundane tasks, allowing them to concentrate on delivering outstanding customer service. Molly's insights are informed by proprietary survey research, expert interviews, conversations with Capterra advisors, and thousands of verified software user reviews. Additionally, her background in working in kitchens, writing for ecommerce companies, and engaging with emerging retail and restaurant technologies enriches her understanding and analysis. ## Related Categories - [Advertising Agency Software](https://www.capterra.co.uk/directory/30736/advertising-agency/software) - [Artificial Intelligence (AI) Software](https://www.capterra.co.uk/directory/30938/artificial-intelligence/software) - [Email Marketing Software](https://www.capterra.co.uk/directory/30013/email-marketing/software) - [Marketing Automation Software](https://www.capterra.co.uk/directory/6/marketing-automation/software) - [Social Media Marketing Tools](https://www.capterra.co.uk/directory/30781/social-media-marketing/software) ## Related Articles - [10 SEO tips to avoid common mistakes on your website](https://www.capterra.co.uk/blog/1744/10-seo-tips-avoid-mistakes) - [Pro insights on transforming AI from risk to resource](https://www.capterra.co.uk/blog/7562/future-of-ai-in-cybersecurity) - [4 best UK-based social media marketing tools](https://www.capterra.co.uk/blog/3504/top-social-media-marketing-tools-in-UK) - [How to build an effective online marketing strategy?](https://www.capterra.co.uk/blog/2649/how-to-build-an-effective-online-marketing-strategy) - [Cereal Entrepreneur podcast: Capterra UK software charts](https://www.capterra.co.uk/blog/4509/cereal-entrepreneur-podcast-software-charts) ## Links - [View on Capterra](https://www.capterra.co.uk/blog/6543/uk-largest-increase-generative-ai-social-media-marketing-content) - [Blog](https://www.capterra.co.uk/blog) - [Home](https://www.capterra.co.uk/) ----- ## Structured Data