It’s that time of year when marketing planning heats up right alongside the summer weather. For many brands, this means gearing up for an agency review—especially if you’re planning to level up your social media marketing strategy for the coming year.

Things feel different this year, thanks to the rapid rise of AI in marketing. From content creation to social media automation, AI is now a critical factor in evaluating potential agency partners. According to Forrester, over 60% of U.S. agencies report that they are already leveraging generative AI in their services. This makes it more important than ever to ensure your RFP (Request for Proposal) addresses AI capabilities and integration.

How Are Agencies Using AI in Social Media Marketing?

While a lot of the conversation centers on splashy uses of AI—like creating the next viral TV ad—most brands benefit more from AI in day-to-day marketing operations. According to eMarketer, AI in marketing is most often applied to automation, personalization, and performance optimization (eMarketer, 2023).

Agencies now use AI tools like ChatGPT, MidJourney, and Jasper to support:

• Content creation (posts, captions, and ad copy)
• Community management with AI-driven chat and moderation
• Influencer selection and social listening
• Analytics and media buying optimizations

When drafting your next RFP, ask agencies how AI is already integrated into their social media workflows. Key questions include:

• Is AI used in content creation, influencer campaigns, or analytics?
• Which AI tools does your agency invest in for social media marketing?
• How transparent are you with clients when AI is used in deliverables?

What AI Questions Should You Include in Your Agency RFP?

Asking the right AI-related questions helps you gauge whether an agency is experimenting with AI or fully integrating it into their processes. Here are examples you can include in your social media marketing RFP:

1. 1. 1. Do you invest in AI tools, and how do you stay current on emerging AI technologies?

      2. What cost or efficiency benefits have you realized through AI-generated images or content?

      3. Can you provide at least three examples of AI-driven content or campaigns?

      4. How do you communicate AI usage to clients, and how do you address transparency?

      5. Where do you see AI in social media marketing evolving over the next year?

These questions not only clarify how your prospective agency uses AI but also reveal how it might impact content quality, performance, and efficiency. By approaching your next RFP with an AI and social media mindset, you’ll be better equipped to choose a partner that can evolve with the fast-changing digital landscape.