Role of artificial intelligence in community managers' duties: A glimpse into the future of social networking management

This chapter investigates the transformative effect of artificial intelligence (AI) on the role, perception, and responsibilities of community managers in content marketing. As AI increasingly integrates into content creation, distribution, and analysis, community managers face both challenges and opportunities. The research, based on qualitative in-depth interviews with community managers in leading Mexican companies, reveals insights into their experiences, emphasizing the use of AI tools like ChatGPT in social media content production. Results indicate a dual sentiment of openness and distrust among community managers toward AI, emphasizing the importance of preserving the "human touch" in content creation. This study establishes the groundwork for future research on ethical AI use, the balance of AI in community management, alternative AI-based content creation tools, and the potential effect on job positions.