AI in Social Media Is Gaining Ground—But Trust Is the New Currency

AI isn’t just quietly reshaping how brands market—it’s now redefining how consumers want to interact. A new report from customer engagement platform Emplifi reveals that consumers are warming to AI-powered brand interactions on social media, even as they remain wary of trust, transparency, and accuracy.

Titled “AI in Social Media in 2025: What Consumers Want,” the study surveyed nearly 900 active social media users to unpack consumer expectations and comfort levels around generative AI tools like ChatGPT. The topline takeaway? 73% already use AI for product suggestions or brand discovery. That’s not a trend—it’s a behavioral shift.

AI Can Improve Engagement—But It Needs Guardrails

According to the report, 64% of consumers believe AI will enhance how they engage with brands on social media. But here’s the catch: 60% are concerned about AI giving inaccurate answers. And while AI tools are clearly influencing discovery, they’re not yet a replacement for human interaction—56% of users still prefer talking to a real person for customer support.

Still, AI’s record isn’t bad. 71% of users reported satisfaction with AI-assisted support experiences—suggesting that even if consumers don’t prefer AI-only interactions, they’re often pleasantly surprised when they do happen.

Speed and Access Win—But Trust Matters More

When it comes to what consumers like about AI in customer care, availability (34%) and faster response times (26%) topped the list. These benefits are more than preferences—they’re now expectations. The report highlights that 66% of consumers expect an immediate response, and only 24% are willing to wait more than an hour.

That’s a wake-up call for brands operating with legacy support models or delayed social media replies.

However, trust remains a deal-breaker. An overwhelming 83% of respondents want to know when AI is being used, and half say that labeling interactions as “AI-powered” would increase brand trust. In short, consumers want AI—but they want to know they’re talking to it.

AI in Retail: Ready for Prime Time

Emplifi’s CMO Susan Ganeshan called out an even more encouraging signal: 77% of consumers feel positive about AI in shopping. That number should make any D2C or ecommerce marketer perk up.

But as Ganeshan points out, scaling AI requires more than algorithms. “You just need the right technical partner,” she said. “Brands must approach AI with transparency and accountability to create meaningful interactions.”

That includes integrating brand-specific policies, tone, and historical data into AI responses—essentially, giving AI a human voice backed by brand credibility.

The Data-Sharing Comfort Line

The report also dug into how comfortable consumers are sharing personal data with AI—an area fraught with privacy concerns. The findings show varied comfort levels:

• 48% are fine sharing gender identity

• 40% are okay with sharing clothing size

• 32% are open to sharing purchase history

• 31% are okay with browser history

While these numbers are promising for personalization efforts, they also signal boundaries marketers must respect.

AI Is Welcome—If It’s Honest, Fast, and Useful

AI in social media is no longer optional—it’s operational. But Emplifi’s findings reinforce that brands must deploy it with clarity and care. Consumers want speed and personalization, but not at the cost of transparency or trust. A label, a little honesty, and a lot of relevance can go a long way.

And while some brands may still be hesitant to automate social media or customer care with AI, the message from consumers is clear: Get moving—or get left behind.

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