Abstract:

The rapid development of generative artificial intelligence (AI) has increasingly influenced how organizations create content for social media. Despite its growing significance, academic literature offers limited insight into the practical use of AI in this area. The aim of this paper is to explore the application of AI tools in social media content creation and to identify key benefits, challenges, and effective practices. The study involved in-depth interviews with five professionals from event management, IT, marketing, graphic design, and gaming sectors. The collected data provided a basis to answer the following questions: what AI tools are used, for what purposes, what benefits they bring, where they fall short, what barriers limit their adoption, and what practices enhance their effectiveness. The findings highlight how AI supports both the efficiency and creativity of content development, while also revealing important limitations and areas for further research.