Metricool, a global social media management platform, today released its 2025 State of AI in Social Media Study, revealing that 96% of social media professionals now use AI tools in their social media workflows, with 72.5% relying on them daily. The findings underscore how AI has become a core tool in the day-to-day work of social media managers, marketers, creators, and agencies.

With AI being more integrated into social planning and social campaigns, the conversation is shifting from adoption to impact—bringing questions about performance, quality, and ROI to the forefront. Metricool’s data reveals a more complex reality. While AI tools are used widely to increase efficiency, many professionals remain cautious about performance and quality. 45% of respondents cite content quality as a barrier to greater use, and 36% say they don’t track/don’t know how AI-generated content performs compared to non-AI content.

Key findings: 

• 78% use AI to generate content ideas, making it the top use case 
• 72% rely on AI to write posts, captions, and copy
• 6 in 10 respondents say AI content quality matches or beats human posts 
• 68% use it to adapt content for different channels and tones
• 66% say at least half their content involves AI in some form
• 17% use AI to respond to comments and messages 
• 62% say they won’t increase their AI tools budget this coming year, and 52% rely solely on free AI tools

“AI has become a business-critical infrastructure for content creation, but it's not a plug-and-play solution," said Juan Pablo Tejela, CEO and Co-Founder of Metricool. "The human touch remains a competitive advantage, and the most effective teams use AI as a co-pilot, not a replacement.”

The report also reveals notable differences across work environments: agencies show the highest daily AI usage at 78%, while 73% of professionals say AI has helped them experiment with new content formats and strategies. However, budget allocation remains conservative, with agencies and entrepreneurs being the only segments where less than half rely solely on free tools.

"After eight years of promoting snow festivals for Dutchweek Events, generating fresh and engaging content for the summer season has always been a challenge," said Anouk Schrijver, social media manager at Dutchweek Events. “We started leveraging Metricool’s AI tools this year and that transformed our process, helping us achieve a 6.5x increase in views within just a few months and marking a record-breaking result for our team.”

To meet growing demand for actionable, intelligent content support, Metricool recently announced its integration with Claude within the Metricool Planner, allowing users to engage with their social data, generate strategic insights, and instantly draft and adapt posts tailored to platform trends.

The 2025 State of AI in Social Media report includes user data, content strategy insights, and tool comparisons across freelancers, agencies, and in-house teams. It also includes guidance on how to overcome the top barriers to using AI effectively, such as training needs, tool integrations, and budget constraints. The full report is now available at https://metricool.com/social-media-ai-report/.