Generative AI for library social media content creation and communication

Purpose This paper aims to examine the potential use of generative artificial intelligence (Gen AI) to enhance digital communication in libraries, with a particular emphasis on social media content creation. It seeks to identify emerging opportunities, explore key challenges and address ethical and institutional considerations related to the adoption of Gen AI in outward-facing communication practices. Design/methodology/approach The study draws on a combination of literature review and practitioner insights from a 2025 workshop hosted by the Librarian Empowerment Division of the Jakarta Public Library. It highlights how librarians are using Gen AI tools to generate posts, captions and visuals for social media, and presents selected examples and reflections from their experiences. Findings Gen AI tools enable libraries to produce social media content more efficiently, particularly in contexts with limited human or technical resources. However, their adoption also reveals challenges such as graphic inconsistencies, copyright ambiguity and ethical concerns. A key issue identified is the absence of clear institutional policies to guide responsible use. In addition, uneven levels of digital competence among staff may hinder experimentation and broader implementation. Originality/value This study contributes to the evolving discourse on AI adoption in libraries by focusing specifically on the underexplored area of Gen AI use in social media communication. It provides a contextualized account of how Indonesian libraries are beginning to apply Gen AI tools for creating public-facing content on social media platforms. By documenting early practices and institutional responses, the paper highlights both the creative possibilities and operational challenges of using AI in library outreach strategies.