The following chapter explores the effectiveness of Instagram posts generated by the artificial intelligence ChatGPT compared to posts created by social media experts. An experimental study was conducted to evaluate performance in relation to key success criteria in the social media sector. The results of the study show that no significant differences can be found in most success criteria between the Instagram posts generated by ChatGPT and those created by social media experts. One exception however is sustainability communication, particularly with regard to avoiding greenwashing. Here it can be seen that ChatGPT posts contain fewer misleading statements, indicating greater accuracy when striving to avoid greenwashing. This chapter highlights both the strengths and limitations of ChatGPT, and emphasizes the potential of artificial intelligence for social media marketing.