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AI use among social media professionals

How many times have you heard the word AI in the past week? Probably a lot. And if you work in social media or the digital world, probably way more than that. At Metricool, we analyze data. We do it to understand how social media works, but also to get a real look at how it affects the people who work in it every day. Professionals like you, who are facing the rise of AI across every industry and adapting to new ways of working. That's why we want to know how you use it, which tasks you delegate to AI, what real benefits it brings you, what frustrations it creates, and where you think it's headed in our industry. Thanks for taking the time to help us show a more real, accurate picture of what's happening in the sector 💛 Have any questions? Write to us at communication@metricool.com; we read and respond to every email.

Tell us about yourself

Which age group do you belong to?

A
B
C
D
E
F

Which option best describes your role?

A
B
C
D
E
F
G

How long have you been creating social media content professionally?

A
B
C
D

What best describes your work setup?

A
B
C
D
E

How many people are in your team?

A
B
C
D

How many brands or accounts do you currently manage?

A
B
C
D

What industry do the accounts or brands you manage belong to?

(Select all that apply)

How familiar are you with AI?

Do you use AI tools in your social media work?

A
B
C
D

How would you describe your experience with AI tools?

A
B
C
D

How long have you been using AI in your work?

A
B
C
D
E

How many different tools do you use?

A
B
C
D
E

Which of these AI tools do you use?

(Select all that apply)

Who decides which AI tools are used on your team?

A
B
C
D
E
F

Has anyone in a decision-making position (employer, client) pushed for AI adoption in your work?

A
B
C
D
E

Does your company place any restrictions on how you use AI tools at work?

A
B
C
D
E
F
G

AI in your day-to-day

What tasks do you already use AI tools for?

(Select all that apply)

What % of your content do you think AI is involved in at some point (idea generation, copy refinement, image editing)?

A
B
C
D
E

What benefits have you noticed from using AI?

(Select all that apply)

Are there any tasks that you still prefer to do without AI?

(Optional, skip if you prefer)

When AI meets creativity

Which role does AI play in your creative work?

A
B
C
D
E

Which part of the job do you think still requires more human judgement?

A
B
C
D
E
F
G
H
I
J

How do you quality-check AI-generated content before publishing?

A
B
C
D
E

Do you disclose when you use AI to create content?

A
B
C
D
E

Has a client or follower ever asked you directly about your use of AI?

A
B
C
D

Do you think AI-generated content is noticeable?

A
B
C
D

The Impact of AI

How do you measure the impact of AI on your work?

A
B
C
D
E
F
G
H

How much time do you estimate you save thanks to AI in a typical week?

A
B
C
D
E

Does AI-generated content perform better, the same, or worse than non-AI content?

A
B
C
D

How do you think AI will reshape social media roles in the next few years?

A
B
C
D

How do you relate to the current pressure around AI in your industry?

A
B
C
D

What's holding you back?

What prevents you from using AI more in your day-to-day work?

A
B
C
D
E
F
G

What is the biggest issue you face when using AI?

A
B
C
D
E
F
G
H
I
J

What would you need to use more AI tools in your work?

A
B
C
D
E
F

The cost of AI

How much monthly budget (approximately) do you currently dedicate to AI tools?

A
B
C
D
E

Who covers the cost of the AI tools you use?

A
B
C
D
E

Do you plan to increase how much you invest in AI tools this year?

A
B

Have you canceled or stopped paying for any AI tools this year?

A
B

If so, why?

(Optional, skip if you prefer)
A
B
C
D
E
F
G

Approximately, how has your spending on external creative services (freelancers, stock, agencies) changed since you started using AI?

A
B
C
D
E
F

If your spending has decreased, which external services have you reduced or stopped paying for?

(Select all that apply)

Share your testimony

We want to share your experience beyond just checking boxes in the survey. If you want us to use your testimony in the report, our social media, and communications, leave us a comment below about AI use: why you're passionate about it, how it's changed your life, why you're skeptical; whatever you'd like to share:

Your testimony

You can expand on any of the previous questions or simply share your general opinion about AI use in social media

Your name

Your brand or company

A social media profile

Your picture

Even though this is a study about AI, we'd love to show real people!

Your email

This will never be public, it's only in case we need to contact you for clarification

Data processing

Metricool Software, S.L. is responsible for processing the data collected in this survey for the purpose of creating a report on AI use and, if you leave us a testimony, to be able to publish it with your name and photo (if you provide them) in the report and/or on Metricool's website or social media profiles. You have the rights of access, rectification, deletion, limitation, opposition, and portability that you can exercise by sending an email to legal@metricool.com. More information in the Privacy Policy.