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The Changing Landscape of Consumer Trust in Marketing

In a rapidly evolving digital marketplace, SOCi's 2025 Consumer Behavior Index (CBI) delivers a compelling cautionary tale to Chief Marketing Officers (CMOs) and digital marketing leaders. The index highlights that traditional strategies may no longer suffice, as consumer discovery processes are undergoing significant transformations. While approximately 19% of consumers are beginning to rely on generative AI tools such as ChatGPT or Gemini to locate businesses, a staggering 95% deem AI as the least trustworthy resource for making purchasing decisions. This striking juxtaposition underscores a crucial trend: consumers are using AI as a starting point, but valuing human inputs for confirmations.

Monica Ho, SOCi's CMO, eloquently articulates this shift in consumer behavior, stating, "AI may answer the question, but social media earns the trust." Platforms such as TikTok and Instagram have evolved beyond mere content-sharing mediums; they have become critical touchpoints for brands seeking validation and authenticity. Companies failing to establish a genuine presence on these platforms risk quickly diminishing relevance in the eyes of today's consumers.

Verification Through Social Media: The New Consumer Journey

Consumers aren't entirely discarding AI; rather, they are utilizing it as a preliminary tool. The findings from the CBI indicate that there is a pronounced tendency for consumers, particularly among the Gen Z demographic, to validate AI-generated suggestions through social channels. Approximately 34% turn to TikTok, while 35% use Instagram to discover new brands and products. According to these statistics, it's clear: AI may initiate the discovery process, but trust is cultivated through authentic human interactions.

The survey distinctly reveals that contemporary consumers move fluidly between AI tools, social media, and review platforms to validate information, assess brand reputations, and watch real customer videos prior to decision-making. Brands that compartmentalize these touchpoints as isolated strategies may be creating significant blind spots, jeopardizing potential revenue. As Google continues to highlight social content in search results, SOCi’s 2024 Local Visibility Index demonstrates that brands lacking a proactive social-first approach are missing out on millions in potential opportunities.

The Importance of Reviews and Transparency

As critical as the discovery phase is, the consumer journey doesn't conclude there; it must extend to reviews as well. A striking 91% of consumers now rely on peer-generated content when evaluating local businesses. Video reviews resonate strongest with younger audiences, as 40% express preference for this format. Furthermore, an impressive 65% are more inclined to choose businesses that engage actively with reviews. However, there is a catch: 55% of respondents express skepticism towards fake feedback, emphasizing that transparency and response rates are now non-negotiable for businesses.

Reviews hold dual significance—they not only shape consumer perceptions but also influence how AI applications recommend local options. As highlighted by Damian Rollison of Search Engine Land, tools like ChatGPT utilize customer reviews as key ingredients for generating suggestions, thereby reinforcing their role in consumer trust-building efforts.

The Call for Authentic Engagement

In today’s interconnected landscape where search, social media, and brand reputation intertwine, Monica Ho's advice resonates with urgency: “Brands must double down on transparency, authenticity, and trust across every channel.” Companies that successfully showcase genuine customer experiences, embrace visual content formats, and maintain active engagement on platforms like TikTok and Instagram—along with trusted review sites—will likely cultivate enduring customer loyalty.

The CBI survey collected data from 1,001 adult respondents in the U.S. between February 19 and February 24, 2025, ensuring a balanced representation across genders, ages, and geographic locations. For a deeper dive into the full findings from this enlightening survey, be sure to visit soci.ai/insights/consumer-behavior-index.

About SOCi

Founded in 2012 and supported by strategic investors, SOCi stands as a pioneering force in AI-powered marketing solutions tailored for multi-location businesses. With their proprietary Genius AI™ and innovative suite of Genius Agents™, SOCi offers an unprecedented digital workforce capable of managing workloads equivalent to 1,000 local marketers. This capability empowers brands to achieve outstanding digital visibility, foster customer engagement, and enhance organizational growth. Notably recognized by Fast Company as one of the World's Most Innovative Companies, SOCi is a trusted partner for nearly 1,000 leading brands—such as Ford, Ace Hardware, and Kumon—working to optimize and automate their marketing strategies across multiple venues. To learn more, visit www.soci.ai or contact us at email.