Hey Chat, Is My Job Obsolete? Social Media Marketing in the Age of AI
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Hey Chat, Is My Job Obsolete? Social Media Marketing in the Age of AI
In early December of 2022, I got a text: “Did you hear? The robots are coming to take your job.”
What is this, Terminator? I thought. I wrote back: “LOL. All hail our robot overlords.”
The response to my joke was a link to a YouTube video about something that had been released on November 30th: an AI platform called ChatGPT. Was platform even the right word? I had never seen anything like it. What do you mean I can type in “write 700 words on feminist themes in Southern Gothic literature” and it just…does it? I’m a fast writer, and an essay like that still used to take me 2 Red Bulls and a looming deadline in college. What do you mean it can write a daily schedule for me? What do you mean it can write an entire screenplay with just a few moments of processing time?
Now, of course, ChatGPT is just one option of many, with equally accessible counterparts–Claude, Gemini, and more. People state their preferences on AI tools as casually as where they prefer to get their coffee from. As social media marketers, it begs the question: are we really obsolete?
It might look that way at first glance. Companies are slashing marketing budgets and cutting jobs, because, to put it bluntly, AI is cheaper than paying for people. We’re seeing AI commercials on TV and streaming services, even during the holidays (when there’s massive pressure to get it right). Social media is flooded with AI-generated posts from companies, influencers, and normal people.
Here’s the bad news: we are no longer the fastest or most prolific creative minds around. The good news? We’re still the best. You might be thinking that we can no longer work without AI, but the truth is, AI doesn’t work without us.
The Uncanny Valley
In 1970, robotics professor Masahiro Mori first introduced the idea of “The Uncanny Valley”, which states that if a robot becomes too lifelike, the human response is not empathy, but strong revulsion. The theory was famously at play during a test screening of “Shrek” in 2001–Shrek and Donkey were beloved, but when the then-hyperrealistic Princess Fiona came on the screen, children were horrified. Dreamworks re-animated the movie ahead of its release to make Fiona more cartoon-like, creating the family film we know and love today.
The Uncanny Valley theory can also be applied to social media presence that is running largely on AI. We know it when we see it, if nothing else because it’s just so…weird. You can’t put your finger on it, but you know it’s not right. Humans recognize when something isn’t human, and once the human element is gone, so is your audience.
When it comes to AI, humans must remain in the loop. The original Fiona should have been a triumph; no animation studio had ever created such a realistic character. The character wasn’t human, though, and was unable to connect with the audience in the theater. Relying solely on AI alienates your audience on social media too. After all, when it comes to social media presence, we must remember that AI isn’t inherently social–but humans are.
How Do We Co-Exist With AI?
The human element is a non-negotiable, but in a post-ChatGPT world, so is AI. So where does it live in your workflow?
- Brainstorming: If you’re given a task and are at a total loss as to how to get started, this is a great way to get the juices flowing. Ask for ideas, see if something jumps out at you or triggers a new idea, and work from there.
- Project Management: Laying out the basic tasks for a social media campaign can help you get an outline together quickly, without slogging through the initial start-up tasks that can be tedious and sometimes overwhelming.
- Editing: AI can be a quick way to get support on changing the overall tone of a post that’s already been written. If you’re exceptionally creative but sometimes need a little help with grammar or punctuation, AI can help there, too.
With all of these uses, it’s important to remember that AI should be a support, not a crutch, and ethical use is important. If you are using AI for all of your brainstorming, project management, or editing, it will become clear very quickly. AI is just one tool in your toolbox. You should not be relying on it so much that the quality of your own original work suffers.
Where Do Humans Excel?
AI has never had a human experience, and cannot offer the unique insight or understanding that only you can. In the same way that the truth is stranger than fiction, the human experience is more nuanced than anything AI can come up with. So what can AI never replicate?
- Genuine relatability: Our lives have all of these tiny little hyper-specific events that we have experienced, that other people have experienced, and are so genuinely human that we can’t put it into an algorithm. Case in point: a couple of years ago I wrote a blog illustrating how my restaurant experience translates to social media marketing. My opening story was about the scariest person I’ve ever met, a 19-year-old hostess named Katie. The feedback I received from my colleague? “I’m now scared of Katie, too.” AI simply cannot relate to your audience with authentic, niche experiences like you can.
- Humor: As a comedian (yes, really–I wrote a blog about that, too), you should know that yes, ChatGPT can tell you a joke. Yes, it might be funny. Yes, it might be well-structured. Will it be something that stands out in the sea of memes and jokes and trendy content? Absolutely not. The funniest moments are those things that are so random, so human, and so genuine that they cannot be replicated. Consider Jennifer Lawrence’s infamous “what do you mean?” meme and think about that viral moment. We all laughed, we put it all over TikTok. AI would never choose that moment to be “the funny part” of the video, but the relatability is what makes it so funny to all of us.
- Original creative ideas: Even if AI supports your brainstorm efforts, it doesn’t replace the actual creativity that goes into great marketing. Think about how many things your team might pull from in a really amazing brainstorming session. I’ve referenced everything from Alfred Hitchcock movies, Valentine’s Day cards from the 90s, SNL skits, and the psychological impact of the brand palette to create interesting content. The best content is pulling from everyone’s conscious and subconscious, creating something truly unique.
Relying on AI to take the creative lead on your social media marketing is not only ethically questionable, it also alienates your audience and erodes trust. If you don’t believe in your product or services enough to spend time developing ideas to connect with your audience, why would they want to connect with you? AI is meant to make our lives easier and free up time for human-centric tasks, and that includes the creative process.
A Symbiotic Approach
So, user, the robots are not coming for our jobs. AI does have a role, though a task-oriented one. It serves as just one part of a symbiotic relationship between technology, you, and most importantly, your audience. The best use of AI frees up your time for the human experience: creative endeavors, having fun, and true connection.
Now go work on that niche creative thing you’ve been thinking about–your audience will love it.
And if you want a partner who gets the balance between AI and human creativity, we’d love to connect.
