In a revealing experiment aimed at exploring the role of Artificial Intelligence (AI) in social media strategy planning, a detailed analysis was conducted.
The central question guiding the research was: What happens when AI, in this case, ChatGPT, takes complete control of planning a social media strategy?
The initial hypothesis posited the idea that a social strategy entirely generated by AI would not match the effectiveness of a strategy conceived by human minds. The fundamental reason behind this assumption lay in the AI's inability to thoroughly grasp the complexities and unique identity of a brand.
The experimental process was divided into four distinct phases:
Prompting the AI to create a strategy.
Generating a schedule and text.
Editing and refining the AI's proposals.
Scheduling the posts (the concluding phase involved a detailed analysis of the results obtained)
Despite the effectiveness of the AI in suggesting an initial strategy and creating a posting schedule, the experiment revealed significant challenges in content generation. The generated posts turned out to be vague and unfocused, requiring multiple revisions to meet the desired quality standards.
As for the results, the engagement and reach of posts generated by AI did not match up to typical human strategies. Metric analyses revealed a decrease in interaction, the number of visitors, and the quantity of new followers during the week of the experiment.
In summary, AI proved to be useful for generating ideas and inspiration but is not yet ready to completely replace social media strategies conceived by human minds. The lack of a deep understanding of the brand, inaccuracies in the provided information, and the absence of a human touch negatively impacted overall performance.
The experiment concluded with a crucial lesson: while AI can be a valuable tool, it should not replace the specific knowledge of the brand and industry that humans possess.
Instead of fully delegating control to AI, it is suggested to use it as a complementary tool in social media strategies, recognizing its potential but also being aware of its intrinsic limitations.
