US EditionAI Suggests, Humans Decide: SOCi Warns Brands to Embrace Human Validation or Get Left Behind
- SOCi and the CBI conducted a February 2025 survey revealing consumer reliance on peer reviews for local business decisions in the U.S.
- The survey of 1,001 adults found 91% trust peer-generated content, with younger consumers valuing video reviews and business responses.
- Consumers move fluidly between AI, social media, and review platforms but remain skeptical of AI trustworthiness, preferring real human validation.
- Monica Ho, SOCi’s CMO, emphasized that while AI can provide answers, building trust ultimately depends on authentic engagement through social media and transparent content.
- SOCi warns brands must strengthen transparency and social engagement to capture revenue, as brands missing social-first strategies risk significant losses.
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SOCi warns retail brands to embrace human validation or get left behind
SAN DIEGO — SOCi’s 2025 Consumer Behavior Index (CBI) sends a clear warning to retail CMOs and digital marketing leaders. Discovery has changed, and traditional digital strategies are no longer enough. While 19% of consumers now use generative AI tools like ChatGPT or Gemini to find businesses, a staggering 95% say AI is the least trusted source when it comes to making actual purchase decisions.“AI may answer the question, but social media earns…
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