Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / Why Brands Are Using Social Media for AI-Generated Content
Transcript
- Lucas: So you've probably seen those surreal ai generated images floating around Instagram and TikTok — the ones where a brand's product is melting into a dreamscape or floating in a candy-colored void. Coca-Cola did a whole campaign like that last year for its 'Create Real Magic' platform, and Heinz ran that ai generated ketchup bottle series. Luna: Right, the Heinz one — they asked fans to submit AI prompts of ketchup bottles in weird scenarios, and then turned the best ones into actual ads. I remember thinking, is this clever or just lazy? Lucas: Exactly. That's the tension we're seeing right now. On one hand, ai generated content is fast and cheap — a brand can churn out dozens of visual variations in minutes instead of booking a photoshoot. On the other hand, there's a growing backlash from creators and even consumers who feel it's soulless or, worse, deceptively passed off as human-made. Luna: And the data backs that up. A recent survey from earlier this year — I think it was from the marketing platform Sprout Social — found that 72 percent of consumers say they're less likely to trust a brand if they know the content is entirely ai generated without disclosure. Lucas: Seventy-two percent — that's a massive red flag. But here's the nuance: the same survey showed that if brands do disclose it, like a simple 'this image was created with AI' label, trust only drops by about 15 points. So transparency seems to mitigate the damage significantly. Luna: So the issue isn't AI itself — it's the sneaky way some brands are using it. I think of that LinkedIn post from a marketing VP at a Fortune 500 company who literally copy-pasted a ChatGPT response without editing it, and people called it out immediately. Lucas: Right, because the voice was off — it used phrases like 'delve into' and 'navigate the landscape' that are classic GPT tics. And that's a reputational risk. But if you use AI thoughtfully, as a tool rather than a replacement, some brands are actually winning. Luna: Give me an example of a brand that's doing it right. Lucas: I'd point to the fashion brand Mango. They launched a campaign using ai generated models to showcase their new collection on social media. But they were upfront about it — they said 'these images are created with artificial intelligence' in the caption. And they still hired human photographers and stylists to oversee the process. So it's a hybrid model. Luna: Interesting. So the human oversight is key. It's not just hitting 'generate' and posting the first result. There's still curation and brand judgment involved. Lucas: Exactly. And that's where I think smaller brands can actually compete. You don't need a big budget to generate high-quality visuals anymore. But you do need a strong creative eye to select the right output and adapt it to your brand voice. That's the skill that matters now. Luna: But what about the backlash from creators? I follow a lot of artists on Instagram, and they are furious about brands using AI art. They see it as devaluing their craft. Some have even started campaigns to boycott brands that use ai generated imagery. Lucas: And that's a real business risk. If your core audience includes artists, designers, or anyone in the creative economy, you could alienate them. But if your audience is more general — say, a fast-food chain targeting a broad demographic — the backlash might be quieter. The key is knowing your community. Luna: So it's not a one-size-fits-all strategy. Maybe for a B2B brand on LinkedIn, using AI to generate infographics or data visualizations is fine, as long as it's accurate. But for a lifestyle brand on Instagram where aesthetics and authenticity matter, it could backfire. Lucas: Absolutely. And that's the smart takeaway here. Look at the platform, look at your audience, and decide where AI content fits. If you're using it for behind the scenes mockups or rapid A/B testing, that's probably low risk. But if you're putting it front and center as your main campaign creative, you better be transparent. Luna: And there's also the legal side. The FTC has been signaling that they expect clear disclosure for ai generated content in advertising. So brands that don't label it could face regulatory pushback. Lucas: Right. So we're moving from a wild west phase to a more regulated one. And honestly, that's probably good for everyone — it forces brands to use AI responsibly and helps consumers make informed choices. Luna: It also raises the bar for quality. If you have to disclose it, you better make sure it's good enough that people don't care it's AI. Lucas: Exactly. And I think that's the direction we're heading. AI content will become a normal part of the social media landscape, but it won't replace human creativity — it'll augment it. The brands that thrive will be the ones that treat AI as a collaborator, not a shortcut. Luna: Speaking of treating things as valuable — I think this conversation itself has been pretty valuable. If our listeners have gotten something out of it, there's a small way to support the show. Lucas: Yeah, it's simple. If today's episode felt worth a coffee to you, you can head to buy me a coffee dot com slash fexingo. No pressure, just a way to keep the conversation going ad-free. Luna: And we really appreciate it. It helps us keep digging into topics like this without any sponsors dictating the angle. Lucas: So back to AI content — one more thing I want to flag. The best use case I've seen so far is for personalization at scale. Imagine a beauty brand that uses AI to generate tailored makeup tutorials for different skin tones, all from one base video. That's where the real efficiency gain is. Luna: That's a great point. Personalized content that still feels human because it's adapted, not generated from scratch. That feels like the sweet spot. Lucas: Exactly. So if you're a marketer listening, don't just jump on the AI bandwagon for the sake of it. Think about where it adds genuine value — whether that's speed, scale, or personalization — and always keep the human element front and center. Luna: Well said. That's a good note to end on. Thanks, Lucas. Lucas: Thanks, Luna. See you next time.