Emplifi’s “AI in Social Media in 2025: What Consumers Want” report reveals growing consumer acceptance of AI-powered brand interactions, with 71% satisfied with AI-supported customer care on social media. Based on a survey of nearly 900 frequent social media users, the study highlights opportunities for brands to leverage AI for personalized, efficient engagement while addressing concerns about accuracy and transparency.
Emplifi’s survey found that 71% of consumers are satisfied or very satisfied with AI-supported customer care on social media, despite 56% preferring human support for complex issues. Only 25% favor AI-only support, but 64% believe AI will improve brand engagement. As Susan Ganeshan, CMO of Emplifi, noted, “The sharp rise in the consumer’s generative AI usage—and the notable shifts we are seeing in consumer comfort levels with the technology—presents a major opportunity for brands to deliver personalized interactions at scale.”
The report highlights that 34% of consumers value AI’s 24/7 availability in customer care, while 26% appreciate faster response times. However, 66% expect immediate online responses, and only 24% are willing to wait an hour. Transparency is critical, with 83% demanding disclosure of AI use and 50% saying an “AI-powered” label would boost trust. Ganeshan emphasized, “Today’s brands must approach AI with transparency and accountability to create meaningful interactions.”
While 77% of consumers feel positive about AI in shopping, 60% worry about the accuracy of AI-generated responses. Comfort with sharing personal data varies: 48% are comfortable sharing gender identity, 40% clothing size, 32% purchase history, and 31% browser history. Brands must address these concerns by integrating AI solutions with clear brand guidelines and policies to ensure reliability and relevance.
Emplifi’s report underscores the transformative potential of AI in social media and customer care, with consumers increasingly embracing its benefits. By prioritizing transparency and leveraging reliable AI tools, brands can meet rising expectations for personalized, immediate engagement while maintaining trust and relevance.
Emplifi is a leading customer engagement platform that empowers brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.
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