Artificial intelligence is transforming the world of social media advertising-and fast. But when it comes to a channel where backlash can be particularly swift and unforgiving, just how fast should brands adopt these new technologies?

Social advertisers are seeing a boom in AI-powered advertising tools, and teams are facing increased pressure to embrace them to harness the speed and efficiency they promise. At the same time, some of these tools-particularly those powered by generative AI-have come accompanied by new concerns around both quality and brand safety, as the race to bring new AI solutions to market has resulted in many of them feeling like they're still works in progress.

Advertisers worry about the quality of AI-generated ads, given events like Google's recent suspension of its Gemini AI chatbot's ability to create images of people after it generated historically inaccurate images. And a recent study found that only 38% of consumers have a positive view of AI, calling into question how AI-generated ads will be received.

A healthy dose of skepticism is, well, healthy. But these concerns, while well-founded, don't mean advertisers should avoid testing and learning with AI-powered tools that fit their goals. There are a variety of ways advertisers can begin adopting these technologies to tap into their benefits while maintaining caution around things like brand safety. As automation- and AI-led solutions become the new normal in digital advertising, it's critical that teams start developing their skill sets and increasing their familiarity with these tools to ensure they can use them with confidence and enjoy the increased efficiencies they provide.