Artificial intelligence is increasingly embedded in the social media apps that retailers rely on every day—not only helping create marketing content but also determining how that content is reviewed by the platforms.

Meta and TikTok recently announced significant AI updates that could affect how jewelry retailers advertise on their platforms, pointing toward a future where AI is involved in nearly every step of the social media marketing process.

According to an article from Financial Times, Meta is in a rush to replace its human moderators with AI, a move that could save the company “billions of dollars annually.” The FT article said that according to Meta, LLMs (large language models, the type of AI that generates human language) make 13% fewer mistakes than humans when enforcing against violating content, while finding 10% more violations.

By the end of 2026, Meta reportedly plans to rely on AI to review up to 90% of content and advertising on its apps, which include Instagram and Facebook. For jewelry retailers, the shift could mean their ads get approved faster, but it will require business to even more carefully follow advertising guidelines—since AI may not have the nuance of human thought—and be prepared to appeal decisions when necessary.

TikTok, meanwhile, is focusing on the creative side of marketing, with its expanded Symphony Creative Studio featuring AI-powered tools that can generate videos from text prompts and transform product images into video. Symphony’s AI also can create avatar-led content, translate videos into multiple languages, and even produce fresh video concepts without special input from the marketer.

Within Symphony Creative Studio, the new Symphony Agent can generate made-for-TikTok ads using a combination of campaign goals, platform trends, and insights from top-performing advertisements.

For smaller retailers without dedicated marketing teams, these AI functions could significantly reduce the time and resources needed to produce video content. TikTok positions AI as a starting point, allowing businesses to create draft campaigns that can then be refined with their own brand voice and storytelling.

Despite AI’s larger role in social media (and jewelers’ other day-to-day responsibilities), it should still be viewed as a tool to assist rather than entirely replace human work. AI can help streamline content creation and campaign management, but authentic storytelling, product expertise, and personal customer relationships remain the qualities that distinguish independent jewelers online, and they can’t be replicated by automation.