The following is a recap from Varsity’s Roundtable, a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

AI is changing the way brands create and share content on social media, but just because the technology makes something possible doesn’t always mean it’s a good idea. As AI-generated images, videos and other content become more common, marketers face new questions about authenticity, transparency and consumer trust. For senior living organizations, where personal relationships are so important, those questions carry even greater weight.

Jamil Larkins, lead social media strategist for Pavone Group and Varsity, joined Varsity’s weekly Roundtable to explore how AI is reshaping social media and how brands should respond. He discussed how platforms are identifying and labeling AI-generated content, what consumers think about it and why AI adoption doesn’t necessarily mean AI acceptance. He also shared practical guidance on using AI to improve marketing efficiency without sacrificing the human connections that build trust. Below are a few Fresh Perspectives from his discussion.

AI IS MOST VALUABLE BEHIND THE SCENES

Generative AI offers significant benefits for research, data analysis, social listening, reporting and automation. Organizations should distinguish between these internal uses and public-facing content, where authenticity and human connection are especially important.

CONSUMERS REMAIN SKEPTICAL OF AI-GENERATED CONTENT

According to Hootsuite, 62% of consumers say they’re less likely to engage with or trust content they know was created by AI. For senior living and healthcare organizations, where trust is essential, that skepticism makes thoughtful AI use particularly important.

AI ADOPTION DOESN’T ALWAYS MEAN AI ACCEPTANCE

Younger generations are increasingly using AI tools, but that familiarity doesn’t necessarily translate into enthusiasm for AI-generated marketing. Ethical concerns, environmental impacts and questions about authenticity continue to shape public sentiment across generations.

TRANSPARENCY IS BECOMING ESSENTIAL ON SOCIAL MEDIA

Platforms are increasingly identifying and labeling AI-generated content, with potential consequences for undisclosed use, including reduced reach, rejected ads and content restrictions. Brands should understand each platform’s disclosure requirements and be upfront about their use of AI.

HUMAN CONNECTION SHOULD REMAIN THE PRIORITY

For organizations built on trust, authenticity and personal relationships, AI-generated content can create unnecessary barriers between brands and their audiences. Featuring real employees, residents and experiences helps strengthen those connections, while staying true to the brand should guide every decision about AI.