Metricool has just released its "Report on the Use of AI in Social Media," based on a survey of its community of social media professionals, including social media managers, entrepreneurs, agencies, and content creators. It shows how deeply embedded artificial intelligence is in the industry. AI is the present, not the future, of social media. Artificial intelligence has ceased to be a technological promise and has become an indispensable tool in the daily work of social media professionals. Ninety-six percent of the professionals surveyed already use AI for social media tasks. What's even more revealing is the frequency of use: almost three-quarters of them (72.46%) use it daily. To increase the use of AI, professionals primarily demand two things: specific training (48.91%) and practical examples (46.74%). Let's remember that according to another study we previously mentioned, the key to a successful AI implementation isn't cost, but ease of use, education, and seamless integration into existing workflows. The Age of Content "Creation" The primary use of AI isn't complete automation, but rather content creation and idea generation. The majority of respondents (77.90%) use it to generate ideas, while 72.46% use it to write texts, such as posts and descriptions. Thus, AI acts as a creative "companion" and writing assistant, helping professionals overcome creative block and streamline the content production process. Thanks to this collaboration, nearly 8 out of 10 users say they can create more content in less time. You might be interested in: These are the 10 best image generation tools The human touch is still indispensable Despite the benefits in speed and volume, quality remains a key concern. 45% of respondents limit their use of AI for fear of losing quality in their content. In fact, there is a widespread perception that AI-generated content is noticeable and often needs manual retouching, editing, or enhancement. Interestingly, more than a third of users (36%) do not measure the performance of their AI-created content. Budgeting remains conservative. Although AI use is booming, investment in it is moderate. 52% of social media professionals use only free versions of AI tools, and 22% spend up to €20 per month. This caution is reflected in spending projections, as 62% do not plan to increase their investment in AI next year. This indicates that many professionals prefer to experiment with free tools and integrate them incrementally into their daily work, especially outside of agencies.