Data indicates nearly universal AI adoption in social workflows, unlocking innovative creative strategies for social media managers, creators, marketers, agencies, and others. MADRID, ES, August 20, 2025 – Metricool, a global social media management platform, today unveiled its 2025 State of AI in Social Media Study, showing that 96% of social media professionals incorporate AI tools into their workflows, with 72. 5% using them daily. This highlights AI’s central role in the daily operations of social media managers, marketers, creators, and agencies. As AI becomes deeply embedded in social planning and campaigns, the focus shifts from adoption to impact, raising questions about performance, quality, and ROI. Metricool’s data presents a nuanced picture: while AI tools enhance efficiency, many professionals remain cautious about content quality—45% cite quality concerns as a barrier to increased use, and 36% do not track or are unsure how AI-generated content performs versus human-created content. Key findings include: - 78% use AI to generate content ideas, the most common application - 72% rely on AI for writing posts, captions, and copy - 60% say AI-generated content matches or surpasses human quality - 68% use AI to tailor content for different channels and tones - 66% report that AI influences at least half their content - 17% employ AI to manage comments and messages - 62% will not increase their AI budget in the coming year, and 52% depend solely on free AI tools “AI has become essential for content creation but isn’t a plug-and-play fix, ” said Juan Pablo Tejela, Metricool’s CEO and Co-Founder. “Human input remains a crucial advantage; the most successful teams use AI as a co-pilot, not a replacement. ” Differences emerge among work environments: agencies demonstrate the highest daily AI use at 78%, and 73% of professionals credit AI with enabling experimentation with new formats and strategies. However, budget increases remain conservative, with agencies and entrepreneurs least likely to rely solely on free tools. “After eight years promoting snow festivals for Dutchweek Events, creating fresh summer content was challenging, ” said Anouk Schrijver, social media manager at Dutchweek Events.

“Integrating Metricool’s AI tools this year transformed our workflow, leading to a 6. 5x increase in views within months and a record-breaking outcome for our team. ” To support demand for intelligent content aid, Metricool recently integrated Claude within its Planner, enabling users to engage with social data, generate insights, and quickly draft or adapt posts aligned with platform trends. The 2025 State of AI in Social Media report features user data, content strategy insights, and tool comparisons across freelancers, agencies, and in-house teams. It offers guidance on overcoming barriers such as training needs, integration challenges, and budget constraints. The full report is available at https://metricool. com/social-media-ai-report/. Methodology Metricool surveyed its global community of marketers, freelancers, creators, and social media professionals between Q1 2023 and Q1 2025, covering various industries, team sizes, and strategies. About Metricool Metricool is a global platform for social media and online ad management serving over 2 million professionals, agencies, and brands in the US, UK, Canada, Australia, Spain, France, Germany, and Latin America. It helps social media managers streamline tasks, automate processes, and unify tools for successful campaign planning and execution. Metricool counts global brands like Louis Vuitton, David Guetta, Adidas, H&M, and Costco among its partners.