The average Australian business uses generative AI (GenAI) to produce almost half (49%) of its social media content, research has found. Capterra Latest survey of over 1,600 marketers globally. However, only nearly a third (34%) of marketers in Australia who use GenAI to create social media content actively label it as such.
The data suggests there is a disconnect between how companies view the transparent use of GenAI for social media content and the actions they take.
How do marketers navigate the labels of AI-generated content on social media?
The increased attention on GenAI has prompted social media platforms like TikTok, Instagram, and YouTube to roll out mandatory AI labels. These labels aim to inform the public about AI-generated content through user disclosure of GenAI tools or the detection of industry-standard AI image indicators.
From a marketer’s perspective, the introduction of mandatory labelling of AI-generated social media posts has both pros and cons. According to the survey, 78% of Australian marketers say that using AI-generated content has improved their business’s performance on social media.
The majority of marketers also have a positive view of the impact of labeling AI-generated content. 76% of them say that mandatory labeling of AI-generated content on social media would have a positive impact on their company’s social media performance. However, 72% of respondents are moderately to highly concerned about the risk that their company’s AI-generated marketing content could spread harmful misinformation.
Why are marketers unwilling to disclose the use of GenAI?
While some platforms use emerging but flawed detection techniques to label content that appears to be automatically generated by AI, others rely on creators to self-report their use of GenAI.
Without effective detection tools, businesses that use external creative agencies or freelancers to produce marketing content can’t be sure whether these third parties are using GenAI. In fact, 85% of Australian respondents whose businesses outsource content creation are concerned about unknowingly receiving AI-generated output.
Companies may not fully comply with social media labeling policies due to the lack of reliable detection methods and unclear policy enforcement. Uncertainty about the real meaning of AI-generated content can also lead to non-compliance.
Consumer distrust of GenAI may also discourage content labeling. Few companies are willing to label content on social platforms as AI-generated, for fear of attracting negative attention from consumers who perceive such content negatively. Additionally, if their competitors choose not to publicly disclose that their content is AI-generated, they could be at a disadvantage if they do so.
“Against a backdrop of uncertainty and ambiguity around the use of AI labels in social media marketing, Australian businesses need to ensure their content authentically represents their brand and resonates with their audience,” said Andrew Blair, Content Analyst at Capterra Australia.
“Whether content is developed in-house or outsourced, companies should review all content intended for GenAI creation to ensure it meets their own guidelines and the policies set by respective social media channels,” Blair said.
