21-11-2025 , Kolkata, West bengal: Let’s be honest: Which Meta AI feature do you find the most useful for content creation and enhancement?
Social media is undergoing one of its major transformations right now, even bigger than in the 2020s. Meta (Instagram, Facebook and WhatsApp) has taken the lead with its advanced AI content optimisation and precise targeting, followed closely by LinkedIn that’s helping professionals scale up with AI-optimised job profiles and portfolios.
In video marketing, YouTube’s AI features have made visual content generation, multilingual dubbing, audio enhancements and content editing better than ever. Today, these tools are not smart additions but integrated into the digital ecosystem.
But there’s a few questions in everyone’s mind, whether you are a business owner, an individual content creator, or an influencer –
What’s the long-term impact of this evolution?
How to stand out in a majorly AI-driven landscape where everyone’s using the same tools?
As the CEO of Comval, a digital marketing and advertising agency, I have been following this development up close, trying to understand its impact on business, from SMEs to enterprises. What I have understood is, this is not just any marketing evolution but a major upgrade in business fundamentals and how we can reach, connect and build trust in the newer, smarter marketing landscape.
AI isn’t ‘Surprising’ Anymore, It’s The ‘Relatable Norm’
Social media has been in constant evolution mode. From mere photo/video sharing during its inception days to the ‘reel boom’ in the 2020s, it has always managed to keep people hooked. However, the way it has upgraded in the past 12-18 months is something extraordinary, almost like sci-fi.
If we are to go by the numbers, about 79% of content creators now use AI tools for faster generation. 73% of marketers accept that AI helps in personalisation, and 82% of creators investing in AI have observed significant improvements in efficiency.
We are also witnessing developments like –
So when everyone is using the same (or similar) tools to create, enhance and generate content in bulk, how can we even stand out with our offerings?
Let me explain.
Rise Up With Authenticity When The ‘Norm’ Feels Automated
The world may seem automated right now, but it’s still inhabited by humans with an emotional intelligence that no AI tool can decipher. It can help us scale, of course, but it cannot inspire emotional resonance, at least not independently.
And that’s the secret to stand out in an AI-saturated marketing landscape!
Let me give you an example. Suppose you’re running an ad for your accessories store on Meta.
The moment you upload a product image, you get multiple, overwhelming AI-generated customization options from backgrounds and texts to elegant transitions and automated ad placements.
But every other brand is using the same optimisation options to make their ads attractive enough to stop the scrolls. Moreover, do your customers buy a product only based on how it looks on social media?
Today’s buyers make decisions based on narrative experiences and emotions over aesthetics. That is, the story behind the product and how it transforms their current situation into something better.
Let’s consider another story, this time on LinkedIn.
AI-generated posts are flooding the platform right now. You are bombarded with industry updates, stats and graphics, whenever you log in. In short, information is widely available and highly scaled.
But do all these posts and updates engage real people?
According to research, raw AI content leads to a 30% drop in reach and 55% reduction in engagement compared to insights based on relatable experiences.
So while you are creating content at scale, what you’re missing out is emotional connection, relatable narratives and real experiences.
So apart from using AI assistants and tools on such platforms, if you share:
People will trust you beyond the brand name and engage with you in the long term.
Even amidst this AI-driven ‘we need to scale-up’ chaos, it’s this approach that can help your brand stand out and build real connections.
We Scale With AI But Connect With Emotions
I always tell this to my marketing team, clients and partners.
“Technology was, is and will always be our assistants. Be it Generative AI or any other new development in the near future, it will always assist us to scale up and elevate our game. But how to connect with our audience rests solely on our intelligence. AI can give suggestions, but it’s we, who KNOW and UNDERSTAND our customers and the market as a whole.”
Let’s discuss this one-on-one some time. You can get in touch with me at Comval, where we aspire to grow with authenticity, genuineness and build real connections.
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