Metricool Adopts Claude MCP to Automate Social Workflows

Metricool, a Madrid-based social media management platform led by Juan Pablo Tejela since 2014, has integrated Anthropic's Claude Model Context Protocol (MCP). Founded as a side project in 2015 after Tejela spent nearly nine years at Optimyth Software, the platform began expanding its hiring in January 2017. It now serves more than two million users—including Forbes, Adidas, Volvo, H&M, and Warner Music Group—and is used by over four million professionals. This new integration allows external AI assistants and custom agents to interact directly with Metricool's social media data.

This development comes as AI usage in marketing reaches saturation. According to Metricool's research, 96 percent of social media professionals now use artificial intelligence, and 66 percent involve AI in at least half of their content. Furthermore, six in ten respondents believe AI-generated content matches or exceeds human work. However, 36 percent of professionals admit they do not know or measure whether their AI-generated posts actually perform better than human-authored content, a lag in measurement that Tejela notes did not exist eighteen months ago.

For practitioners, the integration of AI shifts the daily workload away from manual data entry. Tejela states that high-volume tasks like resizing a video for six platforms should not be done by hand by 2026. Instead of spending hours compiling reports, managers can use natural-language prompts to instantly analyze performance. Tejela advises teams to look beyond public metrics, focusing instead on invisible signals like completion rates to gauge true attention, even after publishing three hundred AI-assisted posts.

To prevent autonomous systems from publishing inappropriate content, Metricool recommends strict guardrails. While AI can draft a crisis response for a human to review in thirty seconds, Tejela warns that "being half-present or badly present on social media" damages brand reputation. Ultimately, he envisions AI evolving into an underlying operational layer that continuously monitors campaigns and recommends strategic adjustments, allowing human professionals to focus on high-level decision-making.