5 Ways AI Will Change Social Media Marketing in 2025
Artificial Intelligence no longer that futuristic concept or something only the elite have, it's the engine powering a new era of social media marketing. From extremely personalised content to AI to AI commerce, brands across the world are already seeing the impact. I recently joined a marketing event which focused around the use of AI and it was clear, as we move deeper into 2025, AI will continue to reshape the marketing landscape.
Generative Engine Optimisation
Traditional SEO is being replaced by Generative Engine Optimisation (GEO) - a strategy focused on optimising content for AI-driven platforms like ChatGPT, Perplexity and Google’s Search Generative Experience. Instead of ranking on search pages, brands now aim to be featured in AI-generated answers.
The event speaker spoke about how in the UK, 42% of marketers are already experimenting with GEO strategies, while in the US, companies like Vercel report that 10% of new customers come directly from AI mentions. This shift demands a new kind of content strategy, one that’s conversational, context-aware and AI-friendly.
AI-Powered Content
AI tools like ChatGPT, Jasper and Canva’s Magic Studio are enabling marketers to create high-quality, on-brand content in seconds. This is especially valuable for social media, where speed and volume are key. It was fascinating to hear that last year 68% of UK marketers reported using AI for content creation, and that number is expected to rise in 2025. It’s clear from social media that AI is being used to generate scripts, captions etc.
Personalisation Through Predictive AI
AI is making it possible to deliver tailored content based on real-time behaviour, preferences, and even mood. Platforms like Meta and TikTok are integrating AI to help brands serve the right message to the right person at the right time. The algorithms of these platforms blows my mind!
ASOS and Tesco representatives were at the event talking about how they are using AI to personalise social ads based on browsing history and purchase intent. The way we see advertising and marketing in the future is going to be extremely personalised.
Influencer Campaigns
Influencer marketing is booming, with UK brands spending over £870 million on influencer partnerships in 2024. AI is now being used to identify the best influencers, predict campaign ROI and even generate synthetic influencers.
AI-to-AI Commerce and AI Customer Service
We’re entering an era where AI agents will interact directly with other AI agents. This is already starting to happen in the US, where AI-driven customer service is becoming the norm.
By 2028, IDC predicts that 60% of marketing functions will be handled by A. In the UK, we already have companies who have invested in AI-powered customer service bots that can handle queries, upsell products and even close sales - all within social platforms.
