2024 has been a pivotal year for AI in marketing, sparking both excitement and skepticism. Nicole Forster, Head Social Partner at eight&four, explored this topic in her recent article for Shots magazine, focusing on how AI is transforming social media. While creativity remains the domain of humans, Nicole believes AI’s role as a supporting tool is rapidly growing, offering brands new opportunities to elevate their content.
In her article, Nicole highlights AI’s ability to act as a "workhorse," automating repetitive tasks like adapting copy for different platforms or streamlining brainstorming processes. Generative tools such as Adobe Firefly and Runway are helping teams save time on production tasks, allowing more space for creativity and strategy. At eight&four, proprietary tools like Coach, trained on clients’ brand assets, take this further—creating reactive, brand-aligned visuals and videos that would otherwise be too resource-intensive to produce.
However, Nicole acknowledges that AI isn’t a one-size-fits-all solution. Smaller campaigns or those requiring deep cultural nuance often benefit from traditional approaches. She also stresses the importance of human oversight, especially as generative tools become integrated into platforms like Instagram and Facebook, to ensure authenticity and avoid low-quality outputs that could damage a brand’s perception.
Looking ahead to 2025, Nicole envisions AI as an invaluable social media assistant, enabling efficiency, personalisation, and enhanced creativity. But as she notes in Shots magazine, its ultimate success depends on empowering human teams to focus on what matters most: original storytelling and fostering genuine connections with audiences.
Read the full article here.
