95% of Your Customers Do This with AI and Humans, According to SOCi
“AI Suggests, Humans Decide!” That’s the bold statement that emerged from the SOCi 2025 Consumer Behavior Index (CBI). The company warns Brands to “embrace” human validation or get left behind.
The study validated the importance of TikTok, Instagram, and real human experiences to determine spending choices.
Although 19% of consumers are using AI tools themselves to find places to eat, shop, stay, and consume services, a whopping 95% say that AI is the least trusted source when they are making purchase choices.
“AI may answer the question, but social media earns the trust,” said Monica Ho, CMO at SOCi. “That’s why TikTok, Instagram, and reviews aren’t just content channels. They’re your most critical conversion levers. Brands that fail to show up authentically in these spaces will lose relevance fast.”
Consumers are adopting a new way to search and shop. They review the options that AI presents (or get stimulated by a pop-up or ad). Then, they do a deep-dive on social media.
The company’s analyses have revealed other forward-thinking consumer trends too. It’s 2024 Local Visibility Index found that brands lacking a social-first presence are leaving millions of dollars in potential revenue untapped.
According to SOCi:
“Reviews are now the final checkpoint before conversion. An overwhelming 91% of consumers rely on peer-generated content to evaluate local businesses. Among younger audiences, 40% prefer video reviews, and 65% say they are more likely to choose a business that actively responds to reviews. Yet 55% are increasingly skeptical of fake feedback, highlighting that transparency and responsiveness are now business-critical.”
Continues Ho:
“As the lines between search, social, and reputation blur, brands must double down on transparency, authenticity, and trust across every channel,” said Ho. “Those who showcase real customer experiences, lean into visual content, and engage meaningfully on platforms like TikTok, Instagram, and trusted review sites will earn lasting loyalty.”
The full findings of the 2025 Consumer Behavior Index are available here.
Learn more about consumer and search trends and the impact of AI on the MULO (multi-location) ecosystem. Join us at Street Fight LIVE 2025 on September 30th.
