Social Soup has released fresh research on the use of Artificial Intelligence (AI) in content creation, finding 54% of Australian creators are utilising AI in their content creation process, and 20% using it on a weekly basis.

The research indicates AI has substantially altered the approach to content creation for 79% of social media users. Confidence in AI tools is growing, with 41% of creators somewhat confident and 13% very confident in their use. The most widely used AI program is ChatGPT, utilised by 72% of creators, followed by Canva AI, used by 24%.

Despite the increasing use of AI, creators still prioritise authenticity. Social Soup found creators are conscious of their followers' ability to spot AI-created content. Only 1% are using AI to "create an avatar of themselves" and 30% will not follow an AI-generated account.

Thirty per cent of creators say they are not using AI due to a lack of understanding of and knowledge about the evolving technology.

"AI is rapidly becoming a vital resource for creators, empowering them to streamline their processes and engage more effectively with their audiences. What we're seeing - and what's most encouraging - is that creators are using AI responsibly, not to produce fake content but to improve their workflow through research, brainstorming and editing tools," said Sharyn Smith, Founder and CEO of Social Soup.

Social Soup is integrating AI into its tech stack through ContentIQ platform to provide more effective solutions for creators and brands.

"AI allows us to deliver scalable, smarter campaigns that drive better results and, ultimately, strengthen the relationship between creators and brands," Smith said.

Jo Dear Bowie-Johnson, General Manager of Social Soup, acknowledged the concerns of creators about AI-generated content feeling inauthentic. "That's why we emphasise using AI as a tool to enhance creativity, not replace it. It's about empowering creators to stay authentic while working smarter. Now is the time for brands to make a decision how and why they are integrating AI into their marketing strategies."