[Infographic] AI in social media 2025: What consumers really want

Whether they realize it or not, consumers are interacting with AI every day. In product recommendations, chatbots, and search tools like ChatGPT. AI has moved from novelty to necessity, becoming a core part of how people discover, connect with, and evaluate brands online.

The real question for brands in 2025 isn’t whether to use AI, it’s how to use it in ways that feel trusted, human, and valuable. Today’s consumers are increasingly savvy. They want fast, helpful experiences powered by AI; but they also expect authenticity, transparency, and respect for their privacy.

It’s a delicate balance. Leveraging the power of AI without losing the human connection that builds long-term trust. Brands must walk a fine line between efficiency and empathy, automation and authenticity.

To better understand what that balance looks like, we surveyed nearly 900 frequent social media users. The goal: to uncover how consumers perceive AI in brand interactions, and what they expect from the brands they follow, trust, and buy from.

AI is now core to social discovery

AI has become a mainstream tool for brand discovery, especially through platforms like ChatGPT and other recommendation-driven engines. 73% of consumers say they use AI to discover new products or brands, and 64% believe it will improve how they engage with brands on social media. 

However, that optimism is paired with caution: 60% worry that AI-generated responses may be inaccurate, raising concerns about misinformation and trust.

Actionable insight: Ensure your product and brand content is accurate, up-to-date, and optimized for AI discoverability.

Speed is the new baseline

In the era of instant everything, speed is now a core expectation, not a nice-to-have. 66% of consumers expect immediate replies from brands, and only 24% are willing to wait more than an hour. A delayed response isn’t just inconvenient; it signals to customers that their time, and by extension, their business – isn’t a priority.

Actionable insight: Use AI to deliver always-on responses and acknowledge messages instantly. But follow through with fast, personalized support from real humans.

Human + AI support wins

Consumers are generally satisfied with AI support, but they haven’t abandoned the human touch. Only 25% of consumers prefer AI-powered customer service, yet 71% say they’ve been satisfied with AI interactions. 

The tension lies in expectations: 56% still prefer to speak with human agents, especially for emotional or complex issues. It’s clear that empathy and nuance are still best delivered by people, not programs.

Actionable insight: Let AI handle simple or repetitive questions, and train human agents to step in when empathy and nuance are needed.

Transparency drives trust

Openness around AI use is becoming a new trust signal. 83% of consumers want clear disclosure when AI is used, and 56% say they trust responses more when labeled “AI-powered.” 

The data shows that experience also influences comfort: 73% of AI users are comfortable with AI-generated answers, compared to just 40% of those who haven’t used it directly.

Actionable insight: Be upfront about when AI is involved. Label responses clearly and always offer a path to reach a human.

Trust varies by industry

Not all industries are viewed equally when it comes to AI. Consumers are most comfortable with AI in tech, food, and entertainment, but they remain wary in more sensitive sectors like health, finance, and personal care. Meanwhile, 65% say user-generated content (UGC) strongly influences their buying decisions, signaling a continued desire for real voices and social proof.

Actionable insight: In lower-trust categories, pair AI with UGC, expert input, or human voices to increase credibility and connection.

Generational preferences matter

Different generations engage with AI in very different ways. Gen Z, Millennials, and Gen X are leading the way in using AI for product recommendations, while Boomers remain the least likely to trust AI for brand interactions. Interestingly, Gen Z puts more stock in peer reviews than any other group, showing a desire to balance automation with human insights.

Actionable insight: Don’t treat AI as one-size-fits-all. Customize engagement by generation and pair automation with human stories and social proof.

Data sensitivity is real

Consumers are growing more selective about what data they’re willing to share. They’re most comfortable sharing age, clothing size, and gender, but show significant hesitation when it comes to more personal information. 

Browsing behavior, purchase history, and especially photos trigger the highest levels of discomfort; with images ranking lowest across all age groups.

Actionable insight: Only collect data you truly need. Be transparent about how it’s used and offer choices around personalization.

Optimism is rising, but trust still matters

There’s strong momentum behind AI adoption, but brands can’t take trust for granted. 77% of consumers say they feel positive about AI in shopping, and 64% believe it will improve how they interact with brands on social media. 

Still, consumers want more than just convenience. They want brands to use AI responsibly and with care.

Actionable insight: Use AI to enhance discovery and service, but stay grounded in transparency, speed, and thoughtful human support.

Final takeaway

The future of social media isn’t just about being present, it’s about being responsive, strategic, and smart with AI. Consumers want speed and 24/7 access, but they also want to feel understood, respected, and in control. The brands that strike the right balance between automation and human support will earn not just attention, but lasting loyalty.

Ready to turn AI into a trust-building advantage?

We can help you meet rising customer expectations with AI-driven tools that boost speed, efficiency, and satisfaction across social channels. Talk to an Emplifi expert today.