2025 marks a turning point in how brands, agencies, and content creators manage their social media. Metricool, the renowned social media planning and analytics platform, has published its latest report on the use of artificial intelligence (AI) in social media, revealing compelling data that confirms massive adoption, though with some barriers yet to overcome.
The study conducted by Metricool is based on surveys of more than one thousand professionals in the field, including social media managers, entrepreneurs, community managers, content creators, and marketers from various industries. 96% of respondents say they use AI for their social media tasks, and among them, 72.46% use it daily.
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What are the most common AI tasks, according to Metricool?
Metricool’s report identifies content idea generation as the most frequent use, with 78% of professionals relying on AI for this purpose. It is followed by:
- Text writing (posts, copies, descriptions): 72.46%
- Adapting messages to different tones and platforms: 67.75%
- Strategy design: 38.77%
- Graphic design and image editing: 38.04%
In contrast, only 17.39% use AI to respond to comments or messages, which shows that human interaction remains key in digital community management.
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What are the most used AI tools among Metricool users?
The ranking of most used tools reveals a mix of expected names and emerging ones. At the top is ChatGPT, followed by Canva, Gemini, Claude, Notion, Freepik, Metricool, Adobe Express, and Perplexity.
New players such as Heygen, Leonardo, Runway, and Midjourney are also gaining ground in design, video editing, and image generation.
What benefits does AI bring to social media management, according to Metricool?
79% of respondents say that AI allows them to create more content in less time, resulting in greater efficiency and productivity. Other reported benefits include:
- Savings on repetitive tasks (51.09%)
- Improved content quality (50.72%)
- Access to skills they didn’t previously have (44.57%)
Only 5% of participants state that they have not seen significant benefits from using these tools.
What percentage of content is already AI-generated?
According to the Metricool report, 66% of professionals generate at least half of their content with the help of AI. Moreover, 7% state that all their content is powered by artificial intelligence, while only 4% say they do not use it at all.
Does AI-generated content perform better?
In terms of performance, 6 out of 10 users consider AI-generated content to perform as well or better than manually created content. However, 36% admit they don’t measure that performance, which represents an opportunity to strengthen analytics and data-driven decision-making.
What barriers are still limiting AI use according to the Metricool study?
Despite high adoption, significant challenges remain:
- 45% fear content may lose quality
- 36% don’t find time to learn how to use the tools
- 30% don’t know which tools to use
- 29% have legal or ethical concerns
These figures highlight an urgent need for training and support in AI use within the digital ecosystem.
What do professionals need to use more AI, according to Metricool?
The report notes that 48.91% of respondents need specific training or tutorials, followed by:
- Practical examples applied to social media (46.74%)
- Personalized recommendations (44.93%)
- Integrations with existing tools (42.03%)
This suggests that the real challenge is not the technology, but pedagogical support.
What is the monthly AI budget among Metricool users?
52% of professionals do not spend money on AI tools, using only free versions. Only 3% spend more than 100 euros per month, while 62% state that they do not plan to increase their investment in the coming year.
This suggests that despite widespread adoption, AI tools are still perceived as complementary rather than core assets that justify significant financial investment.
What conclusions does this Metricool report offer?
Metricool concludes that AI is no longer a trend but a consolidated reality in digital marketing. AI tools are present in every stage of the process: ideation, writing, design, analysis, and strategy.
However, the human factor remains crucial. Quality content still depends on the judgment, context, and creativity that only professionals can provide. AI is an efficient co-pilot, but not the driver of the vehicle.
The study provides a precise and honest snapshot of the present. Through quantitative data and qualitative insights, Metricool reveals not only how AI is used, but also how it is perceived, the challenges it faces, and what is needed to scale its adoption with confidence and strategy.
