Artificial intelligence is already part of the day -to -day marketing on social networks, according to the study for tasks related to network management, and almost 75% do so daily. But this adoption does not translate, at least for now, in a proportional increase in investment, or in a total confidence in its results.
Usual use, but with nuances
The report reveals that the use of AI is mainly focused on the content ideation phase: 78% resort to these tools to generate ideas and 70% use them to write publications. They are also frequent tasks such as adapting texts to different formats (66%) or rewriting them (65%), while less than 40%use AI for data analysis or social listening.
The lack of time to learn how to use it (36%) is one of the barriers cited for greater use of AI
Despite this high level of adoption, only 38% of respondents plan to increase their budget in AI tools this year, and 52% claim that they limit themselves exclusively to the use of free versions. The most cited barriers to intensify the use of AI are the concern for the quality of the generated content (45%), the lack of time to learn to use it (36%) and ignorance about what tools to use (30%).
79% of metricol respondents claim that AI helps them create content more quickly, but that agility is not always accompanied by efficiency. According to the report, only half of the respondents measure the performance of the content generated with AI, and more than one third recognize do not do it at all. Manual edition and professional trial remain fundamental elements in the content validation process.
Training, a pending subject
When professionals ask what they would need to make greater use of these technologies, the most frequent response is specific or tutorial training (49%), followed by practical examples applied to social media (47%) and integrations with tools they already use (42%).
These data suggest that the problem is not so much in the availability of tools, but in the knowledge gap. Despite the initial enthusiasm and the democratization of platforms such as Chatgpt or Gemini, many marketing teams have not yet consolidated a culture of AI within their workflows.
On the other hand, 62% of the professionals surveyed do not plan to increase their expenditure on AI tools for 2025. The most common profile is users who opt for free solutions or reduced budgets (less than € 20 per month). This trend is more pronounced between freelancers, entrepreneurs or small businesses, while marketing agencies and equipment show a greater disposition to invest, although cautiously.
AI as an assistant, not as a substitute
“The most common use of AI is the generation of ideas, followed by the writing and adaptation of texts. For the majority, it is an ideal partner to make rain of ideas and accelerate execution, but does not replace human review”concludes the report.
There is still a strong manual retouching component and strategic validation
In fact, although AI has normalized in daily work, there is still a strong manual touch -up component and strategic validation. As one of the professionals consulted recognizes: “The AI shows that it is AI and it is not always what you are looking for.”
Thus, far from the enthusiasm that marked the arrival of the first text generators, the use of AI in social networks in 2025 has stabilized as a useful, but not infallible tool. The sector has advanced in adoption, but still faces key challenges: insufficient training, low measurement of limited results and budgets.
For brands, agencies and marketing professionals, this represents a double opportunity: on the one hand, intelligence these tools to optimize processes and resources; on the other, reinforce critical thinking and editorial strategy as pillars against increasing automation.
