AI writing assistants in SMM teams

By the end of 2024 it's hard to find an SMM team that hasn't tried ChatGPT or a similar tool for writing copy. The barrier to entry is basically zero.

But what do we see in practice? Most people use AI in a one-off way — a post draft, a few headline options, a quick translation. Systematic use is still rare.

The reason is usually the same: there's no established process. The AI tool is sitting there, but it's not wired into the workflow.

We think integration is the next step. Not a separate chat, but part of the normal publishing process.