On the final day of MJBizCon, CEO and Founder of KB Cannabis Consulting, Katharine Baxter, led an intimate roundtable discussion focused on how the industry uses AI to create more engaging social media content.
The session was held away from the expo floor, giving attendees a chance to step out of the noise, take a breather from nonstop networking, and engage in a more focused, peer-driven conversation. The goal wasn’t to sell tools or push trends, but to openly discuss how teams are using AI to enhance their day-to-day operations.
Throughout the roundtable, Katharine guided the discussion across key areas of the social media workflow, including brainstorming content ideas, supporting graphic design and short-form video, and improving caption writing—while encouraging attendees to share their own experiences, tools, and best practices.
Why AI is Essential in Cannabis Marketing
Main reasons for attending MJBizCon is to close deals, build partnerships, or secure funding. With so much attention placed on growth and revenue, areas like social media and marketing are often underfunded or underutilized.
This discussion highlighted why AI has become such an important tool for cannabis marketing. AI allows teams to produce consistent, engaging content without the need for an in-house team. It allows the industry to show up online in a way that matches their pace offline.
Maintaining a cannabis social media presence can be especially challenging. Accounts face frequent shadowbanning, aggressive content moderation, and inconsistent enforcement across platforms. AI helps marketers work more efficiently within these constraints, making it easier to stay visible, compliant, and competitive.
Using AI to Strengthen Content Creation
As the conversation shifted into content creation, attendees shared how AI has become a practical tool in their day-to-day workflows. Many noted that AI has significantly reduced the time spent in editing softwares like CapCut or Canva, making it easier to publish graphics, carousels, or reels in minutes.
Participants discussed how AI has helped them show up more consistently on social media, especially when resources are limited. At the same time, some raised concerns about tools producing content that feels overly automated, which can come across as impersonal if not reviewed carefully.
Katharine emphasized that while AI can accelerate production, it still needs direction and oversight to align with a brand’s voice, tone, and compliance standards. Attendees also shared positive experiences with specific tools that have helped streamline their creative process while maintaining brand authenticity.
The AI Leverage in Copy, Distribution, and Optimization
One of the most common use cases for AI discussed was copywriting—whether for emails, social posts, captions, or short-form blurbs. AI can support hook development, refine brand voice, and adjust messaging to fit different platforms, all while speeding up the drafting process.
Beyond copy, AI automation plays a key role in distribution and performance. From optimizing scheduling times to analyzing social media metrics, AI helps teams move faster and make more informed decisions. These insights can spark new campaign ideas and help refine what’s already working.
When used correctly, AI becomes a powerful support system—helping content travel further and perform better across social channels.
The Bigger Takeaway: Human-Led, AI-Supported Marketing Wins
As Katharine wrapped up the roundtable, she left attendees with a few key takeaways that echoed throughout the discussion. AI is not here to replace people or eliminate roles, it’s here to increase efficiency and support smarter workflows.
While AI can be a powerful tool, it still relies on human creativity, compliance awareness, and real industry experience to be effective.
For those who have not yet begun adopting AI into their workflows, keeping up may become increasingly difficult as the technology advances. Early adoption allows marketers to stay competitive, adaptable, and better positioned for long-term growth.
For teams looking to scale their marketing efforts without building an in-house department, KB Cannabis Consulting offers fractional support spanning social media, content creation, email marketing, press and media, website and SEO strategy, events, and thought leadership.
