In 2026, Australian businesses are increasingly utilising integrated AI capabilities within marketing platforms like Hootsuite and Sprout Social, as well as dedicated AI tools such as Jasper and Simplified, to automate and enhance social media post creation and scheduling.
As of December 2025, these platforms now include ‘Content Assist’ features. These systems function by leveraging large language models (LLMs) trained on extensive datasets of social media content. Users input a brief, a keyword, or a topic, and the AI generates multiple post variations, including captions and hashtag suggestions, tailored to specific platforms like Facebook, Instagram, X (formerly Twitter), and LinkedIn. Currently, platforms are refining ‘Brand Voice’ settings, allowing businesses to upload style guides and examples to ensure AI-generated content aligns with their established tone. Sprout Social, for example, has expanded its AI Composer to include A/B testing of AI-generated captions, with results available in reporting dashboards. Simplified offers direct integration with Canva, allowing AI-generated copy to be paired with AI-created visuals. Australian data privacy regulations are addressed through data residency options offered by some providers, ensuring compliance with the Privacy Act 1988. Pricing for these AI features typically adds a monthly cost to existing platform subscriptions, ranging from AUD$50 to AUD$300 depending on usage limits.
Essentially, these systems operate by translating user input into platform-specific social media content using pre-trained AI models and customisable brand parameters.
