Authentic social media: a must-have in the age of AI

By Mae Strehlow

Like so much in the modern world, artificial intelligence is changing the way organizations approach social media. With AI-powered tools now being used for everything from brainstorming and scheduling to designing and copywriting, brands can produce more content quicker and easier than ever before. But as AI becomes more common, audiences are paying closer attention to what feels genuine. Research by Toronto Metropolitan University shows 82% of Canadians say it’s important to know if content was created by AI. This raises the value of an authentic social media presence.  

While AI might help teams work more efficiently, it can’t replicate human perspective, personality or experience. Audiences still want honest interactions, relatable stories and content that feels human. As the use of AI continues to grow, organizations need thoughtful ways to keep their social media strategy personal, trustworthy and genuine.  

Use AI to support your voice, not replace it 

AI tools can help teams effectively brainstorm topics, organize ideas and draft social posts. AI can also speed up repetitive tasks, giving marketers more time for strategy and creativity. But while it can repeat tone and structure, AI can’t fully capture human perspective, personality and insight.  

Instead of relying on these tools to create finished posts, use them as a starting point. Edit drafts carefully, adjusting the tone and adding details that reflect your brand’s unique voice. A strong social media strategy uses AI to support creativity, not replace the people behind it.  

Share real stories and experiences 

Specificity is often key to authenticity. Employee spotlights, customer success stories and behind-the-scenes moments can help audiences feel more connected to your brand. These types of posts feel authentic because they showcase real people and real experiences.  

AI tools can help shape and organize these stories, but the content itself should feature genuine insights and interactions. Showcase team members, share moments from company events or talk openly about challenges faced, lessons learned and reasons to celebrate. Show appreciation when team members step up by giving them custom branded items, like Mainsail^® totes or Thermos^® mugs, to say thanks.

Prioritize conversation over content volume 

It’s now easier than ever to produce large amounts of content. But more posts don’t necessarily mean more engagement. What matters today is posting with purpose—and making audiences feel seen and heard. Respond to comments, answer questions and engage directly with followers whenever possible. Listen to feedback and participate in conversations to build trust and create a stronger sense of community. 

Create opportunities for two-way engagement by running simple interactive campaigns. Ask followers to weigh in on an industry topic, vote in a poll or share ideas in the comments. Encourage participation by offering promotional prizes. Choose winners at random from the pool of participants. Send them stickers, sunglasses or zippered pouches. Small incentives can encourage engagement while reinforcing a brand’s approachable, people-first presence online.

Let personality show 

There’s a time and place for polished content, but overly scripted posts can feel impersonal. Audiences today are drawn to brands that sound conversational, approachable and genuine. Use natural language, appropriate humour and allow small imperfections. Share relevant opinions or thoughtful reflections on industry topics. Even behind-the-scenes or candid moments can help audiences connect with your brand. Often, what makes content memorable is what makes it feel human. 

Share a “day in the life” video or post highlighting a team tradition. Invite followers to comment with their own favourite workplace routines or quirks. Send fun custom merch, like flyers or playing cards, to the most entertaining submissions.

Be transparent about using AI 

As AI becomes a bigger part of daily life, transparency matters more than ever. Audiences are paying closer attention to how content is created, and overly automated or misleading posts can affect trust. While most people aren’t opposed to the use of AI, they still want content that is honest, thoughtful and human. For example, nearly half of consumers say they’re not comfortable with brands using AI influencers. 

Be clear about how AI supports content creation when appropriate, especially for highly produced visuals or campaigns. Equally important, make sure human oversight remains part of the process. Authentic social media isn’t about hiding technology behind the scenes—it’s about using it in ways that strengthen credibility, connection and trust. 

Stay human in the AI era 

An authentic social media presence has only grown more valuable as brands increasingly rely on AI for digital marketing. Organizations that balance efficiency with genuine human connection can strengthen trust, build stronger relationships and create content that stands out in crowded social feeds.  

Mae Strehlow

Mae Strehlow has 23 years of importing and merchandising experience at 4imprint—and 15 years in international and domestic retail before that—bringing nearly four decades of expertise to the promotional products industry. Over the years, she’s worked across a wide range of product categories, but drinkware is where her true passion lies. Mae thrives on product development, whether it’s creating exclusive private label lines or collaborating with suppliers to turn market trends into practical, successful solutions. She loves the challenge of refining shapes and styles to meet the unique demands of the promotional products industry. She believes that transparency, collaboration and a shared commitment to success—both internally and with 4imprint’s vendor partners—are what truly sets 4imprint apart.

All marks are the property of 4imprint or their respective owners.

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