Social media workers are overwhelmed and rely on artificial intelligence for help. It’s a mixed bag

Social media professionals often have multiple functions rolled into one: content creation, data analysis, customer service, external communications, and marketing. But these demands negatively impact the mental health of professionals.

Generative AI is both 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% reported mental exhaustion, with 46% saying they experienced symptoms of burnout or near-burnout, according to the 2026 report, which was shared exclusively with CNET.

“We’ve built an industry that expects creativity, performance, crisis management and constant, real-time availability – often from one person or a very small team. That’s not sustainable or healthy,” said Aniston Ward, Director of Education at Metricool. Nearly half (46%) of participants have considered leaving work due to stress.

In a role that many companies consider essential but don’t fully understand, social media specialists are a prime example of how modern workers are expected to do more with less and use AI to fill in the gaps, regardless of whether new technology will actually help.

They were social media professionals Using artificial intelligence behind the scenes for a while. But Metricool has found that not only is AI more common in workflows, it is also the most popular tool among workers experiencing burnout.

Exhaustion It is a result of constant pressure in the workplace, according to Global Health Organization. This manifests itself in fatigue, feelings of negativity, a feeling of ineffectiveness or an inability to feel accomplished. Burnout is a problem every industry faces, and the “always on” culture that dominates social media makes these workers prime targets.

Read more: AI Slop is destroying the Internet. These are the people fighting to save her

Jordan Grubbs, the creator and longtime founder of digital marketing agency Influence Media Marketing, said mental exhaustion is the biggest sign of her burnout.

“Social media management is a constant switching of context,” Grubbs said. “I’m moving between different brands, different tones of voice, different goals, different industries.” Constant changes are accumulating on social platforms. “This cognitive load increases. When I feel overwhelmed, small tasks feel overwhelming, and my to-do list seems impossible.”

Many social media professionals rely on AI tools to help keep up with developments. Nearly 72% of Metricool respondents said they use AI or automation tools to manage their workload and improve productivity, compared to other options like meditation apps, podcasts, and playlists.

“AI hasn’t eliminated the demands of my job. I’m still late editing a lot of nights, but it has reduced the friction,” Grubbs said. “By automating repetitive tasks and helping me think more clearly, it saves me hours each week and makes my workload more sustainable in the long term.”

Much of the software creators rely on has been given an AI makeover, from content creation apps like Photoshop and CapCut to scheduling platforms and analytics tools. But these AI integrations don’t necessarily make social media management easier. They could actually be hurting him.

“The amount of work it takes to plan, produce and execute a real social strategy has always been underestimated,” said Leah Haberman, a consultant and creator economy expert. “And now with AI, it’s even worse – there’s an assumption that thinking, creativity and improvement can be handed over to a chatbot.”

In fact, human-led creativity is more important than ever in the age of artificial intelligence. Flood of AI-generated content known as “slop” Artificial intelligence has made the Internet almost inevitable. Big companies like McDonald’s and Coca-Cola They faced online backlash after using artificial intelligence in their commercials; Luxury fashion house Gucci was recently accused by its fans Reduce the cost of famous brand Using artificial intelligence in its ads.

As Grubbs said, AI helps her business, but it “does not replace the expertise, judgment or creative guidance” she provides to clients.

Meanwhile, executives are striving to get their companies to improve AI. employees They worry about losing their jobs to artificial intelligence We have seen many real-life examples of this, including: Amazon lays off thousands From employees on behalf of AI. For those left behind, working with AI can actually make their days good Longer and more unpleasantAccording to one study.

For better or worse, AI is part of the reality of life for social media workers. But avoiding burnout while shouldering increasing workloads makes AI another challenge to manage.

“AI is celebrated as the messiah of productivity, but instead of actually balancing the workload, it raises the bar on what people are supposed to achieve,” Haberman said. “Another layer of responsibility has piled on an already overburdened system.”