"For Createssa, AI has changed the game, but only if used wisely. "AI is fundamentally changing the execution of social media, but its true impact lies in its ability to augment, not replace, human creativity," she says. Automation frees time for deeper thinking, but "AI can give you a perfect trend-based idea, it cannot give you a soul or a genuine connection, which remains our most valuable contribution.""
"On cultural relevance, her advice is clear: "Just because you can, does not mean you should. Brands that chase every trend risk becoming a 'copy of copies,' indistinguishable and forgettable. The most culturally relevant brands are those that have a deep, unwavering understanding of their own purpose and values." When it comes to platforms, she names Instagram as her top choice."
AI fundamentally changes social media execution by augmenting human creativity and automating routine tasks, freeing time for deeper strategy and thinking. Automation can produce trend-driven ideas but cannot create soul or genuine connection, which remain the most valuable contributions. Brands should abandon the 'always-on' myth and shift toward being consistently meaningful to avoid audience and team burnout. Chasing every trend risks producing undifferentiated, forgettable output; cultural relevance requires a clear, unwavering purpose and values. Influence is moving toward intimate communities and long-term, visual storytelling platforms like Instagram that support community building and lasting content value.
Read at The Drum
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