Your guide to AI content for social media in 2025: disclaimers, policy, and brand considerations.
The promise of AI inspired visions of endless business efficiency and hyper convenience. Now, 36 months after the public release of generic generative AI tools, consumer and commercial brands have rapidly adopted these technologies for social media content development. Alongside this adoption, we've seen a parallel evolution of regulations, best practices, platform policies, and consumer sentiment around AI-generated content disclosure.
Beyond social media policies, B2B organisations with long-term industry relationships and real-world outcomes at the core of their operational success, are finding ways to balance automation efficiencies with brand integrity and consumer trust.
Note: ‘Generative AI’ or ‘gen AI’ in this article refers to generic consumer facing tools that can produce text, audio, or visual content i.e. ChatGPT, Claude, Dall-E, MidJourney.
The new norm: Disclaimers and regulations
AI disclaimers on social media content are the new norm. As of mid-2025, most of the major platforms have policies requiring accounts to disclaim AI use, and failures to label content accurately can result in content removal or account penalties.
YouTube: An “Altered or Synthetic Content” label can be manually added by users during upload, where AI tools have been used for all or part of your video.
Meta (Facebook, Instagram): An “AI Info” will be displayed on content that is entirely AI-generated, or where AI tools were used to modify content. Users can manually add a disclaimer, or Meta can also detect and label content, adding information about how the content might have been generated.
LinkedIn: LinkedIn has no specific AI label, but wants to see all content labelled with C2PA content credentials (an open technical standard for verifying digital content). This only works if your content already contains C2PA credentials. If not, it’s best to disclose AI-generated content in your caption.
Globally, legislators are also increasing their regulation of AI generated content, and what obligations businesses have when they use it.
The European Union’s Artificial Intelligence Act (EU AI Act) requires businesses to disclose their use of AI to consumers or users in different situations, including labelling audio, images, videos, or text that was generated by AI rather than a human (source).
The United States has no federal law governing AI-generated content, but 31 states have enacted or adopted laws to regulate it. Lawmakers introduced the AI Disclosure Act to congress in mid-2023, which would require all US businesses to attach a clear disclaimer to any output created by generative AI (source).
Australia has no specific AI disclosure laws, but it has introduced a range of AI Ethics Principles designed to “promote the fair use of AI by businesses” (source).
New Zealand has no specific AI disclosure laws. Artificial intelligence experts have called on the government to introduce a regulatory framework similar to the EU AI Act to combat low public trust, AI-generated non-consensual intimate images, discriminatory decision-making systems and potential manipulation of Māori narratives (source).
For now, these disclaimer policies apply to visual content rather than text.
As policy makers scramble to understand the implications of this new technology and come under increasing pressure to regulate it, it remains to be seen what further changes will come to the platforms we use. Even if there’s no regulation where you are, it’s best to stick to best practice from the start — especially if you’re doing business in the above regions where regulations are already in place.
It’s worth looking beyond the policy, especially in B2B industries where deep industry relationships and real-world outcomes are key. Considering consumer sentiment, maintaining brand trust and credibility, and genuinely adding value to your industry is what makes B2B brands stand the test of time — whether or not gen AI content is policed on social media or by government agencies.
Going beyond policy, there’s also consumer sentiment to consider. Recent high profile cases and studies shed some light on how preferences are evolving alongside technology.
“94% of consumers believe businesses that share AI-generated content should always disclose their use of this tech. Another 46% are less likely to buy from a brand that posts AI content. ”
(source)
Brand reputation and trust
Coca-Cola’s 2024 Christmas campaign, produced by multiple AI studios. This was just the latest in a long line of recreations of their iconic Christmas 1995 commercial, but the 2024 version faced backlash for being “soulless” and void of the emotional depth of previous iterations.
If you’re a music fiend like me, you’ll also remember Spotify’s disastrous 2024 Wrapped. I always love seeing my top artists, albums, and how many minutes I spent listening to podcasts (1,018). It’s undeniably also been a great marketing tool, generating huge engagement for the platform. But in 2024, Spotify users took to Reddit and X to bemoan Spotify’s ‘AI-generated slop’, criticising the made-up genres like “Pink Pilates Princess Strut Pop” and ‘low effort, ugly’ design with inaccurate information.
Those are consumer brands, sure, but the issue takes on new meaning when thinking about niche B2B industries. Long relationship building cycles for complex, high-consideration sales are not the typical use case for AI automation (yet, anyway)! This extends to the content marketing approach.
“[AI] can predict buyer behavior, craft emails in seconds, and personalize campaigns at scale. But here’s the catch: AI doesn’t recognize the weight of timing, tone, or trust.” — Gerri Knilans
Authenticity and ‘Proof of reality’
We always talk about social proof as a way to showcase our clients’ industry connections, the depth of their client relationships and to generate confidence in their tried and tested approach.
In the era of AI, we can go one step further. The social media consultant Rachel Karten talks about “proof of reality”, an alternative approach that champions quality and shows users something real. Karten expects that brands will start using social media to emphasise the human creativity and attention to detail that goes into their work.
We can see the parallels in B2B marketing, in industries where careful, detail-oriented work is mission-critical. When a SaaS company shares accurate, original content, it inspires confidence in their engineering rigor. When a consultancy writes original and thoughtful blogs, prospects know they'll bring the same attention to detail and strategic thinking to complex projects.
Bottom line - AI is here to stay. We can and should be thinking about its uses: automating manual, repetitive tasks or summarising insights from large datasets. But it looks like consumers still prefer the real thing when it comes to creativity and content, and the more trust involved in a purchase, the more important this gets.
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