Pros and Cons of Using AI in Social Media

Written By Alicia Vial

AI-powered tools like ChatGPT and MidJourney are helping businesses and individuals create stunning images, videos and written posts with just a few clicks. But with this innovation comes both opportunities and challenges. Is AI the future of content creation, or does it risk losing the human touch that connects with audiences?

AI can offer inspiration and ideas, helping creators overcome writer’s block or spark creativity with suggestions. AI tools allow users to be more efficient creating high-quality content quickly, reducing the time and effort required for tasks like writing captions, generating images or editing videos. AI makes it easier for individuals and small businesses with limited resources to produce professional-level content, leveling the playing field. AI can analyze engagement data, providing insights that allow for better optimization of posts, helping to increase reach and effectiveness. 

However, AI-generated content can sometimes feel impersonal or lack the human touch, which might alienate audiences seeking authentic, relatable posts. While AI can aid creativity, it also operates within predefined parameters, potentially limiting truly original ideas or unique expressions. There’s also a risk of becoming too dependent on AI tools, which could stifle personal creativity and make content feel overly automated or formulaic. As AI-generated content becomes more prevalent, there may be concerns about transparency and the ethical use of AI, especially when it comes to deepfake images or AI-generated influencers. AI may occasionally produce content that isn’t quite right or misses important context, requiring human intervention for fine-tuning or corrections. 

More social media platforms are likely to integrate AI directly into their user interfaces, making AI-driven tools even more accessible for content creators. AI will continue to advance in creating highly personalized content based on individual user preferences, allowing brands to target audiences with more tailored messages. Rather than replacing human creativity, future AI tools will likely evolve to work in closer collaboration with creators, providing more flexible and dynamic assistance while preserving originality and authenticity. AI might not only automate repetitive tasks but also become a genuine creative partner, helping with content brainstorming, editing and strategy development. 

AI is best seen as a tool to assist, rather than replace, human creators. While AI can handle many tasks, it lacks emotional intelligence, authenticity and lived experience that human content creators bring to life.  True originality, deep emotional storytelling and authentic engagement are areas where human creators will always excel. AI can provide support, but the heart of social media content still comes from the human connection and creativity.  

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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