SOCi’s 2025 Consumer Behavior Index (CBI) delivers a wake-up call to digital marketers: AI may kickstart discovery, but trust is earned on social media and through reviews. While 19% of consumers are using tools like ChatGPT and Gemini to find local businesses, a staggering 95% don’t trust AI alone when making final purchase decisions.

“AI may answer the question, but social media earns the trust,”

— Monica Ho, CMO, SOCi

AI Is the Starting Point — Not the Decision Maker

Consumers aren’t dismissing AI outright. Instead, they use it as a first step, then cross-reference AI results with what they see on TikTok, Instagram, and online reviews:

• 34% of Gen Z use TikTok to discover new brands

• 35% of Gen Z rely on Instagram for brand discovery

• 91% of all consumers use peer-generated content for local business evaluations

Social Media and Reviews: The Real Conversion Engines

As platforms like Google increasingly surface TikTok videos and Instagram posts in search, the need for an authentic, social-first presence has become non-negotiable. According to SOCi’s 2024 Local Visibility Index, brands without active social strategies are missing millions in potential revenue.

Further, reviews have become the final conversion checkpoint:

• 40% of younger consumers prefer video reviews

• 65% say they’re more likely to choose a business that actively responds to reviews

• But 55% are increasingly skeptical of fake feedback — authenticity is king

Reviews Also Shape AI Discovery

The CBI also highlights an emerging insight: Customer reviews influence AI-driven recommendations. As Damian Rollison noted in Search Engine Land, tools like ChatGPT integrate review data when suggesting local businesses. This means your review presence affects both human and machine perception of your brand.

Action Steps for Marketers

To remain relevant in today’s fragmented discovery landscape, CMOs and digital leaders must:

1. Invest in social-first content, especially on TikTok and Instagram

2. Encourage and manage real customer reviews, prioritizing transparency

3. Lean into visual formats like video testimonials and behind-the-scenes footage

4. Engage authentically on social and review platforms—don’t automate human touch

5. Monitor AI-referenced content to ensure accurate and favorable brand representation

“Those who showcase real customer experiences, lean into visual content, and engage meaningfully… will earn lasting loyalty.”
— Monica Ho, CMO, SOCi

Authenticity Wins in a Multi-Touch World

In 2025, marketing success isn’t just about visibility—it’s about credibility. Consumers move fluidly between AI tools, social feeds, and review platforms to validate every step of the buying journey. Brands that silo these touchpoints will fall behind. The new mandate? Show up authentically across channels or risk irrelevance.

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