Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media and artificial intelligence (AI) - statistics & facts
Social media and AI – a match generated in tech heaven. With marketers and influencers looking to unleash creativity and efficiency, everyday users find concern among an endless stream of content. Artificial intelligence promises to keep our social media channels fresh and personalized, but with presidential campaigns ongoing, fake endorsements beg real questions.
Consumers in the United States found AI content from artists and musicians on social media to be the most attractive type of AI content, with 25 percent of U.S. consumers finding this appealing. Overall, 18 percent of respondents said that influencer content generated by AI was attractive.
Concerns over the use of generative AI can be found on a global scale. According to a 2023 survey, almost 70 percent of respondents were very or somewhat concerned about deepfakes, and with good reason. In August 2024, images that were created using artificial intelligence depicted Taylor Swift and her fans endorsing former president Donald Trump in his most recent presidential campaign. The fake images circulated on social media, and the Republican presidential candidate reshared the images before acknowledging that the images were not real. Some of the original posts were labeled as satire on X (formerly Twitter), however, this case highlights the real concerns that users have over the authenticity of online content.
AI can support influencers, marketers, and business owners with productivity, but social media users are troubled by the potential negative effects of such technology, even if it does come with the promise of tailored newsfeeds and entertainment.
The influence of generative AI
Social media influencers have been taking advantage of generative AI services. In 2023, influencers around the world reported using Canva more than any other image generation tool, with 51.8 percent stating they used the AI-assisted program. Photoshop ranked second, with 36.4 percent of influencers reporting using its AI functions to generate visual content. A September 2023 survey found that 67.1 percent of influencers disclosed their usage of AI programs with their followers, while the remaining 32.9 percent said they did not disclose this information.Consumers in the United States found AI content from artists and musicians on social media to be the most attractive type of AI content, with 25 percent of U.S. consumers finding this appealing. Overall, 18 percent of respondents said that influencer content generated by AI was attractive.
Marketing made easier
Like influencers, marketers are also making the most of AI for reasons of efficiency and creativity. In a survey conducted in the United States in March 2023, 42 percent of marketers utilized generative AI for social media copy purposes, while a further 39 percent used this type of software for social media image creation. Additionally, 14 percent of small or medium business (SMB) owners reported using AI for marketing and social media, and 36 percent said they would consider using AI for this purpose in the future.Engagement, trust, and deep fakes
Social media users have differing opinions when coming across generative AI on social networks. In the United States, Baby boomers were the least likely to engage with social media content that had been generated by an AI application. Overall, one in five Generation Z respondents were unlikely to trust social media content written by an AI app. In the United States in 2023, 72.1 percent of internet users had heard of generative AI chatbots, and 60.4 percent had heard of generative AI for the purpose of creating art and images. Just 30.7 percent of these users had used chatbots, and 19.1 percent had used Gen AI to create images.Concerns over the use of generative AI can be found on a global scale. According to a 2023 survey, almost 70 percent of respondents were very or somewhat concerned about deepfakes, and with good reason. In August 2024, images that were created using artificial intelligence depicted Taylor Swift and her fans endorsing former president Donald Trump in his most recent presidential campaign. The fake images circulated on social media, and the Republican presidential candidate reshared the images before acknowledging that the images were not real. Some of the original posts were labeled as satire on X (formerly Twitter), however, this case highlights the real concerns that users have over the authenticity of online content.
AI can support influencers, marketers, and business owners with productivity, but social media users are troubled by the potential negative effects of such technology, even if it does come with the promise of tailored newsfeeds and entertainment.
