• by Colin Kirkland , April 19, 2023

After launching its AI-infused social marketing workbook in February, Hootsuite is continuing its mission of helping its customers overcome the creative block on social with OwlyWriter AI, a new AI-powered content-creation tool.

The social-media management company’s AI content generator leverages GPT technology and prompt engineering to focus on helping make content creation simpler for its customers while eliminating the feeling of staring at a blank canvas.

According to the company, OwlyWriter AI is intended to help inspire social content ideas, generate brand-new formula-driven copy, turn web content into social posts, and rewrite top-performing posts using simple prompts.

“When asking our customers what their top responsibilities are as it relates to social media, the #1 answer cited by respondents (77%) was ‘coming up with content ideas,’” says Natalia Williams, CPO at Hootsuite. “Yet, when asking customers the top challenges that they are facing in their role, close to one-third of respondents (32.6%) said ‘difficulty coming up with content ideas.’”

Williams adds that Hootsuite is not looking at AI as a solution, but as a tool for jumpstarting unique creative work for social-first brands while simplifying the process and boosting efficiency. According to Williams, OwlyWriter AI ensures “that no two users are generating the same content on a similar topic.” 

“We recognize that human creativity cannot be replaced — but it needs to be nurtured with the amount of noise we are surrounded by daily,” Williams said. She acknowledges the potential danger of integrating AI incorrectly –– such as “relying too heavily on AI and losing the human touch in social media interactions” because it might alienate audiences .

OwlyWriter AI factors in tone of voice in messaging.

Hootsuite is launching OwlyWriter AI as an open beta to its customers free of cost for a limited time, to collect feedback that will inform OwlyWriter AI’s continued innovation.

“These insights will help deliver more tailored improvements to the content tool as Hootsuite works to embed OwlyWriter AI throughout its entire product experience and content creation workflows for customers,” the company says.