Social Media Workers Are Burnt Out and Relying on AI to Help. It's a Mixed Bag

Katelyn is a writer with CNET covering artificial intelligence, including chatbots, image and video generators. Her work explores how new AI technology is infiltrating our lives, shaping the content we consume on social media and affecting the people behind the screens. She graduated from the University of North Carolina at Chapel Hill with a degree in media and journalism. You can reach her at kchedraoui@cnet.com.

Social media professionals often have multiple jobs rolled into one: content creation, data analysis, customer service, external communications and marketing. But those demands are taking a toll on professionals' mental health. 

Generative AI is one solution -- and part of the problem.

Metricool, a social media management platform, surveyed nearly 1,000 social media professionals and found that three-quarters said they manage too many responsibilities at once. Nearly 70% report mental fatigue, with 46% saying they have experienced burnout ...