AI for a social team: redesign the workflow first
McKinsey, BCG and Gartner point the same way: the tools aren't what holds teams back. A practical order of steps for a social team, with the sources and my caveats.
Use AI to listen before you use it to write
Most social teams start AI on writing posts. I'd start on listening, because it feeds every other decision. A practical case and the rules.
Your social posts are search results now
Social, search and AI assistants are merging into one place where people find things. What the evidence shows, what it doesn't, and what social teams should change.