SOCi, a leader in localized marketing solutions, has just released findings that challenge how brands think about customer trust and discovery. According to its 2025 Consumer Behavior Index (CBI), consumers may be open to using AI tools like ChatGPT and Google Gemini for initial research—but they’re not buying based on what AI tells them.
In fact, 95% of surveyed consumers say AI is the least trusted source for deciding what to buy. Only 19% even use generative AI for local business discovery in the first place. The real authority? TikTok, Instagram, and online reviews.
Why This Shift Matters Now
This isn’t a hypothetical forecast. This is already happening.
Consumers—especially younger ones—are blending AI tools, short-form video, and user-generated reviews into their buying habits. Thirty-four percent of Gen Z shoppers now use TikTok to discover brands. Thirty-five percent rely on Instagram. Once AI provides an idea, these users go straight to social media and review platforms to verify it through real human content.
Marketing Blind Spots Are Getting Expensive
The impact of this shift is already visible in revenue numbers. SOCi’s 2024 Local Visibility Index revealed that businesses without a clear social-first strategy are leaving substantial money on the table. Google is now featuring more social content in search results, meaning social presence affects both visibility and conversion.
If a brand isn’t active on TikTok or responding to reviews in Google Maps, it’s not just invisible—it’s irrelevant.
Reviews Are the New Purchase Trigger
Ninety-one percent of respondents say they rely on reviews to evaluate local businesses. That number jumps when it comes to younger buyers, who overwhelmingly prefer video testimonials. Forty percent of Gen Z and Millennials say they want to see someone talk about their experience before buying.
But it’s not just about visibility—engagement matters. Sixty-five percent say they’re more likely to trust a business that replies to its reviews. On the flip side, 55% say fake feedback is increasingly easy to spot, and they don’t hesitate to disqualify businesses that look inauthentic.
Reviews Feed the Machines, Too
Customer reviews don’t just build trust—they influence how AI tools generate local recommendations. As pointed out by Damian Rollison in Search Engine Land, platforms like ChatGPT rely heavily on customer feedback when presenting business suggestions.
This makes reviews a double-threat: they sway consumers and shape AI-generated results. Brands that ignore review management are essentially handing control of their digital reputation to chance.
What SOCi Says Brands Should Do Now
According to Monica Ho, CMO at SOCi, brands need to get real—literally. “AI may answer the question, but social media earns the trust,” she explained. “TikTok, Instagram, and customer reviews aren’t just channels. They’re where conversion actually happens.”
SOCi’s recommendation: Be visible, be honest, and be responsive. Prioritize authentic visuals and real customer feedback. Engage with reviews. Stop treating social, search, and reputation as separate silos—they’re now the same thing.
SOCi’s latest data makes the message clear: while AI tools like ChatGPT may shape the early stages of discovery, real people still drive final purchase decisions. Consumers—especially digital-native audiences—now expect human validation before they act. Brands that fail to show up in the content consumers trust most risk disappearing from the decision-making process altogether.
