- More than half of marketing specialists say they cannot do their job without ia, despite the bad results
- Budgets for AI continue to increase, despite the fact that 81% of leaders say they are wasting
- Marketing specialists are trapped manually setting the production of AI for days every week
Social networks professionals have become increasingly dependent on artificial intelligence, with new research that is more than half saying that they cannot imagine their roles without it.
A Hootsuite survey states that this growing trust does not correspond to results despite strong investments in AI technologies.
The firm’s investigation reveals that 88% of senior marketing leaders are encouraging their equipment to use artificial intelligence tools, but 81% admit that budgets are being wasted in tools that are not suitable for their purpose.
Manual work persists despite automation promises
At a deeper, Hootsuite discovered that many marketing specialists are trapped in a cycle that requires a lot of manual labor time and low -part results, revealing a deep disconnection between expectations and the real utility of generative tools of AI in marketing.
A significant proportion of social networks managers still pass up to three complete business days every week verifying content generated by AI and manually collecting ideas of online platforms.
This delay not only drains the staff time, but also affects the performance of the campaign.
As trends change rapidly, marketing specialists often find their content outdated at the time it is published, which can explain why more than half of senior sellers feel that their campaigns have a lower performance.
Financial implications are equally worrisome. Budgets for AI tools continue to increase, but for some, wasted investment exceeds 20% of their entire marketing budget.
“This should be a call for attention to all marketing specialists: traditional AI is not as sophisticated as you think it is,” said Irina Novoselsky, Hootsuite CEO.
“With five billion people who spend up to five hours a day online, social is one of the richest sources of data sources in real time available and, nevertheless, the traditional tools of AI still cannot take advantage of it, letting ideas vendors really need to hide in sight.”
With the growing pressure of executive leadership to justify each expense, marketing specialists are increasingly difficult for them to defend investments in AI tools that do not offer tangible yields.
A critical weakness in current generative systems lies in its dependence on obsolete data sets.
These tools often fail to capture the dynamic nature of the audience behavior in real time, which means that their ideas may not be synchronized with the present moment.
While 64% of higher leaders believe that their AI tools offer real -time information, only 39% of social media managers agree, a clear sign that confidence in the real -world performance of AI is unequal through organizational levels.
In response to these challenges, Hootsuite has introduced Owlygpt, a generative assistant of the trained in live social data.
The company says that this tool offers update ideas adapted to the voice of the brand and the cultural context.
Taking into account the problems with AI’s static data, this movement seems promising, but it is good to address it with some skepticism. After all, companies have been taken to believe in the transforming power of AI before, just to face disappointing results.
