As generative AI (GenAI) continues to advance, it is becoming an increasingly integral part of social media marketing strategies worldwide. Businesses across the globe are rapidly adopting GenAI to enhance their social media content, with countries like Australia leading the way.

However, this trend is not confined to Australia alone—regions such as North America, Europe, and Latin America are also experiencing a significant rise in AI-driven content creation. While the potential benefits are substantial, the global adoption of GenAI also brings considerable challenges, particularly around content quality, authenticity, and the risk of spreading misinformation.

The Global Surge in GenAI Adoption

Australia’s adoption of GenAI is notable, but it is part of a broader global trend where businesses in multiple regions are increasingly integrating AI into their marketing strategies. According to Capterra’s 2024 GenAI for Social Content Survey, businesses worldwide are generating an average of 39% of their social media content using AI, with this figure expected to rise to 48% by 2026. Countries such as the United Kingdom, Brazil, Canada, and Spain are expected to see some of the most significant increases in GenAI use over the next 18 months, reflecting a strong commitment to leveraging AI for social content across different markets.

In Australia, nearly half (49%) of businesses are already using GenAI for social media content creation, a figure that is projected to reach 61% by 2026. This rapid adoption is driven by the need for improved productivity, a trend echoed in other regions. In Canada, for example, 90% of businesses using GenAI report that the technology has saved them a moderate to significant amount of time. This time-saving benefit is crucial in a competitive market where the speed of content creation and deployment can make a significant difference. Similarly, businesses across Europe and Latin America are reporting other advantages such as enhanced creativity (37%), increased efficiency (36%), easier idea generation (33%), and increased content production (32%).

Boosted Engagement and Efficiency: A Widespread Phenomenon

The impact of GenAI on engagement metrics is one of the most compelling reasons for its widespread adoption in social media marketing globally. Across regions, nearly three-quarters (73%) of businesses using GenAI-assisted content report increased social media engagement and impressions. In Australia, a significant proportion of companies (49%) claim that AI-generated content performs better than content created solely by humans, a sentiment that is shared by many businesses in North America and Europe, where 34% of companies also report similar performance outcomes. These figures underscore the potential of AI to not only streamline content creation but also to drive better results in terms of audience interaction and reach across different markets.

However, while the benefits are clear, the integration of AI into content creation processes is not without its challenges. As businesses across various regions increasingly rely on AI, they must also grapple with issues related to content quality, authenticity, and brand alignment—challenges that are similarly faced by companies in Australia.

The Challenges of Maintaining Authenticity and Preventing Misinformation

Despite the productivity gains offered by GenAI, more than half (55%) of businesses globally report that the effort required to edit and review AI-generated content exceeds their initial expectations. This concern is not just about time but also about the potential risks associated with AI-generated content. A staggering 94% of businesses worldwide, including those in Australia, worry that GenAI could harm their reputation, particularly if the content produced contains factual errors, plagiarism, or bias. These quality-control issues are reported by 67% of businesses using GenAI, highlighting the need for vigilant oversight and robust editing processes—a need that is particularly pressing in markets where brand reputation is paramount.

Maintaining the authenticity of AI-generated content is another significant challenge that resonates globally. For instance, in the United Kingdom and Australia, around 43% of companies report difficulty in ensuring that AI-generated content aligns with their brand voice and resonates with their target audiences. In a world where authenticity and personal connection are highly valued by consumers, this is a critical concern. The potential for spreading misinformation is a pervasive worry, with 94% of businesses expressing concern about this risk. Even with the ability to review and edit AI-generated content, the challenge remains significant, particularly when considering the volume of content that GenAI can produce.

Implementing AI Safely and Effectively: Lessons from Around the World

To navigate these challenges, businesses across different regions must adopt a cautious and strategic approach to implementing GenAI. Creating a formal internal policy for using GenAI responsibly is a crucial first step. This policy should align stakeholders on best practices, ensure legal compliance, and maintain brand alignment. By doing so, businesses can mitigate the risks associated with AI while maximising its benefits.

A human-in-the-loop strategy is also essential, particularly in markets like Australia, North America, and Europe, where brand integrity is closely guarded. This approach involves having human oversight at every stage of the content creation process, from idea generation to final review. Companies that leverage GenAI with human supervision are significantly more likely to report positive outcomes, such as increased efficiency, reduced content turnaround times, and improved engagement metrics. This approach ensures that AI-generated content meets quality standards and aligns with the brand’s voice and values, a practice that is gaining traction across regions.

Measuring the effectiveness of GenAI is another critical component of a successful implementation strategy globally. Businesses, whether in Australia, Europe, or North America, should use both internal and external metrics to evaluate the performance of AI-generated content. External metrics, such as engagement rates and impressions, provide insights into how the content is received by the audience. However, internal metrics are equally important, as they help businesses understand the true cost of using GenAI, including the time and effort required to edit and review content, as well as the impact on employee morale.