AI in Social Media Marketing: Real-World Insights from an Agency Director

AI is reshaping the social media landscape, prompting agencies to rethink their strategies. I recently interviewed Dan Culic, Managing Director at AntiSocial, a social media agency, to understand how they're adapting to AI. Here's what I learned:

Client-Specific AI Policies:

Antisocial takes a nuanced approach to AI, tailoring its use to each client's preferences. Dan explained that they have agreements in place with every client regarding AI usage. Some brands are eager to embrace AI, while others are more cautious, especially when it comes to creative work. For instance, some clients have asked Antisocial to sign agreements not to use AI in creative ideation to avoid potential intellectual property issues.

AI in the Creative Process:

The agency uses AI tools like Midjourney, but in a limited capacity. Dan shared that they primarily use it during pitch windows for quick spec work, helping to visualize ideas rapidly. However, he emphasized that they always return to human-driven creativity for final outputs. The creative team often finds that AI tools have limitations, and they prefer to rely on their own expertise and imagination for the bulk of their work.

AI for Research and Preparation:

Dan personally uses AI tools like Jasper for research and preparation, especially when venturing into unfamiliar topics. He gave an example of using AI to generate thoughtful questions when preparing to moderate a panel on AI in the food industry.

Balancing Efficiency and Privacy:

The agency is exploring AI-powered meeting note tools to increase efficiency, but Dan highlighted the importance of data privacy. They're cautious about adopting and doing their due diligence, underscoring the need for careful consideration of AI tools, particularly in client-facing roles.

AI's Impact on Marketing Roles:

Despite initial fears about job displacement, Dan believes AI will enhance rather than replace human roles in marketing. He drew parallels to how previous technologies have been integrated into the industry, suggesting that AI will likely follow a similar pattern of augmenting human capabilities rather than rendering them obsolete.

Practical Applications and Limitations:

Different teams within Antisocial use AI for various tasks. The account team and producers use it for work validation and quick summaries. However, Dan noted that there's always a point where they put the AI tools aside and rely on human expertise, especially when it comes to understanding nuanced trends or creative directions that AI might miss.

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