Canadian marketers are reporting that the benefits of AI generated social content are considerable – with some caveats.

Tech platform Capterra’s GenAI for Social Content Survey included 108 Canadian and 1,680 U.S. marketers, as well as hundreds of respondents in nine other countries. According to the summer survey, Canadian marketers use GenAI to produce 54% of their companies’ social media content, which surpasses the global average of 39%.

The survey also found that 73% of Canadian marketers say the use of AI-generated content has enhanced their companies’ engagement and impressions on social media. Additionally, 46% of Canadian marketers say that Gen AI-assisted content outperforms that which is created by humans.

According to Capterra, 90% of respondents are also reporting considerable savings by employing AI.

The positive ROI of these tools is leading to increased investment in Gen AI over the next 18 months, with marketers in Canada reporting that over the next year-and-a-half, 65% of their companies’ social media content will be created using Gen AI.

However, many marketers are proceeding with caution: 80% of Canadian marketers are moderately to highly concerned about the risk that their companies’ AI-generated marketing content could spread misinformation. This is in contrast to the global average of 67%.

Human intervention is still crucial, they report, and marketers continue to play a big role in the creation of social media posts. For instance, 99% of marketers in Canada review the content produced by Gen AI before posting it on social media.

The study also reveals that 44% of Canadian marketers using Gen AI for social content creation say their companies “always” label AI-generated content on social media. According to the survey, 79% of Canadian marketers say mandatory labelling of AI-generated content on social media would positively impact their companies’ social media performance.