We’ve gotten pretty comfortable using AI in our day-to-day work. It can help us brainstorm, draft copy, research trends and take some of the more tedious tasks off our plates. AI agents take that idea a step further by giving AI the ability to take action and manage parts of a workflow.
That shift has us thinking about what this could look like for social media teams.
AI agents could eventually help with everything from monitoring trends and competitors to pulling performance data and identifying opportunities for content. For busy social teams, there’s obvious value in having technology handle more of the work that happens behind the scenes.
But there’s also a bigger question: what do we want people to spend their time doing?
At O&G, we think the answer is the work that benefits most from a human perspective. AI can help identify a trend, but knowing whether that trend actually makes sense for a brand takes context. It can pull together information, but turning that information into a story people want to engage with is a different skill.
That’s something our Content Strategist, Carson Celio, recently discussed with Hootsuite in a conversation about the role AI agents could play in social media.
As Carson put it, “Social media professionals have an eye for design, storytelling and culture, and that’s something AI can’t replicate.”
We’re interested in where AI agents can make our work more efficient, but we don’t see them replacing the parts of the job that make social media good in the first place. If anything, the goal should be to give our teams more time to focus on strategy, creativity and the ideas that require a little more thought.
Read Carson’s full conversation with Hootsuite on AI agents and the future of social media.