Hootsuite is a social media management platform for planning, publishing, monitoring, and measuring content across multiple networks. Its AI features include OwlyWriter for generating and repurposing posts, Wisdom, previously called OwlyGPT, for conversational insights, and data-driven recommendations for content ideas and publishing times.

For this review, we tested Hootsuite’s AI across caption writing, post repurposing, campaign planning, trend research, and multi-channel scheduling. 

On that front, Hootsuite does have something worthwhile. A social manager can identify a conversation through listening, ask Wisdom to explain the sentiment or suggest an angle, draft the post, schedule it, and review performance without stitching together five different tools.

That operational continuity is the strongest argument for the AI. It reduces tab-switching and speeds up repetitive work such as repurposing successful posts, creating campaign variations, and filling gaps in a crowded content calendar. Best-time-to-post recommendations also make scheduling less dependent on guesswork.

The writing is less impressive. Initial drafts are usable, but they tend to rely on familiar hooks, tidy corporate phrasing, and enthusiastic emojis. Unless the prompt contains clear brand and audience instructions, several brands can come out sounding suspiciously alike. It also needs firm direction to distinguish a professional LinkedIn post from a TikTok concept instead of simply shortening the same message.

Wisdom is more useful for interrogating social data than for replacing a strategist. It can summarize conversations and surface patterns, but a marketer must still decide whether a trend matters, whether the sentiment is commercially relevant, and what action the team should take. It does not independently adjust campaigns, enforce brand compliance, or run the approval process.

That leaves us with a capable assistant attached to a strong operations platform. For existing Hootsuite teams, it can remove a meaningful amount of routine work. For smaller businesses, paying around $99 per user each month to obtain AI features available elsewhere for considerably less is difficult to defend.