AI is everywhere right now, and in digital marketing, you can’t escape it. It helps you brainstorm ideas, speed up content creation, and save hours of work. It’s clever, efficient, and (can) make your life a lot easier.
But here’s the truth… AI alone will not grow your business’s social media accounts.
AI is brilliant… but one thing it can’t be, is human
AI is great for generating ideas, drafting posts or creating content variations. But your audience doesn’t follow your business for perfectly structured paragraphs or generic posts that “sound about right.” They follow you for your voice, your perspective, your humour, your personality and the stories only you can tell.
AI can imitate these things, but it can’t live them, and your customers can feel the difference. Social media was built for connection, not just content.
Humans connect with humans, not robots
Yes, algorithms reward consistency and optimisation. But more than anything, social media rewards authenticity. Who understands the nuance of your business? Who knows the little things that make your brand unique? Who can respond to customers in real time with empathy and knowledge? Humans. Always humans.
This is why businesses that rely solely on AI often see flat engagement, your posts may exist, but they don’t inspire loyalty, conversation, or connection.
People want more than just content
The most successful business social accounts don’t just post content, they connect. Customers follow them because they can see the people behind the brand. They trust the voice, recognise the personality, and engage with content that feels real.
That’s exactly what algorithms reward, posts that spark conversation, not just scrolls.
We can all tell when content is AI generated (sorry)
You’ve probably noticed it, content that’s perfectly structured, overly polished, or just slightly off in tone. Even when AI is good, it has a certain “evenness” to it. It tends to lack personality, imperfection, emotion, and storytelling, the very things that make people stop scrolling and engage.
People need to hear and see you. The people who actually drive your business, not manufactured versions of that. Your audience can tell the difference.
AI-generated content can be decent, but decent rarely drives meaningful engagement for a business. Showing up as yourself, with your team, your stories, and your genuine moments, that’s what connects, builds trust, and grows your social media presence.
Where AI helps your social strategy
AI works best as a support tool, not the star of the show. It can help you:
But the human touch is still essential for:
- Adding personality and brand voice
- Showing those all-important behind the scenes moments
- Responding to comments and messages
- Reacting to real-time events
- Creating real stories that resonate
Think of AI as your assistant, it helps things run smoothly, but it can’t replace the insight, empathy, and authenticity you can bring to your business’s social media.
The future of social media is human-led, AI assisted
AI isn’t the enemy of social media, it’s a powerful ally. But expecting AI alone to grow your accounts is like buying gym clothes and expecting abs (we’re speaking from experience). AI enhances your strategy, it doesn’t replace it.
Use AI to save time and generate ideas, but show up as the human(s) behind your business. Combine efficiency with authenticity, and you’ll build long-term engagement and loyalty that actually grows your business.
Social Media Management in Chichester
If you want social media that builds trust, sparks conversation, and truly reflects your business, Website Success can help.
Call our Chichester digital marketing agency today on 01243 888555 or click here to book a chat in the diary and find out more about our social media support.
