How to maintain authenticity in your social media strategy — even with AI

One of the biggest reasons I’m a late(r) convert to AI is that AI-generated content usually has some tells. And while I’m a little closer to it than most, when I spot social media content that’s a direct copy-paste from GPT, it feels canned and inauthentic, and I lose trust in the person or brand.

While I firmly believe that authenticity is important everywhere you market your business, it’s especially important when it comes to making connections and growing relationships on social media.

In fact, while I’m 100% on board with using AI to brainstorm or flesh out ideas, I will never advocate blindly publishing AI-generated social, blog, or email content. With that in mind, I want to share my approach to using AI in social media strategies in a way that allows you to be more effective in how you spend your time while still sounding like you.

Table of Contents

• How AI Can Level Up Your Social Media

• How to Maintain Authenticity When Using AI
• When You Should Avoid AI
• Being Transparent About How You Use AI

How AI Can Level Up Your Social Media

AI isn’t going anywhere. ChatGPT alone is responsible for millions of conversations every day. And the vast majority of marketers responding to our 2025 Marketing Trends Survey say that AI is making a significant impact on their work, to the tune of nearly 80%.

With that in mind, you’re probably already using AI and doing so feeling pretty good about job security. Just 18% of marketers expressed concern that AI would take over most marketers’ job duties.

The rest feel confident that it will either take away menial aspects of marketing or act as a partner, making marketing more efficient. The key phrase here? “More efficient.” Notice, I didn’t say “as a total replacement.”

That’s because generative AI has some specific telltale signs. Some of them?

• Parallel construction sentence structure — “not only…but also.”
• Abundance of emojis —