Emplifi Report Reveals Growing Consumer Trust in AI-Powered Customer Care
71% of Consumers Express Satisfaction with AI Support on Social Media, Despite Concerns
Emplifi, a leading customer engagement platform, has released its latest report titled “AI in Social Media in 2025: What Consumers Want,” offering valuable insights into how frequent social media users perceive AI-powered customer service. The study explores the evolving expectations of consumers, their comfort with artificial intelligence, and the role of transparency in creating trustworthy AI experiences on social platforms.
AI Usage Among Consumers on the Rise
The survey, conducted with nearly 900 active social media users, found that 73% of respondents are already using AI tools—such as ChatGPT—for brand discovery or product recommendations. This statistic signals a strong shift in consumer behavior as users become increasingly comfortable relying on generative AI for everyday decision-making and shopping support.
This growing trend mirrors findings from the Pew Research Center, which noted a steep rise in workplace AI adoption. Since March 2023, the number of U.S. employees using ChatGPT at work surged from 8% to 28%. These patterns highlight AI’s deepening role not just in enterprise, but also in personal consumer experiences.
Consumers See Value in AI—but Still Want the Human Touch
The report presents a nuanced view of consumer sentiment toward AI in customer care. A majority (64%) believe that AI will enhance how they interact with brands on social media. At the same time, 60% of respondents worry that AI-generated responses may be inaccurate or misleading.
Interestingly, despite these concerns, 71% of consumers who have interacted with AI in customer support say they were satisfied or very satisfied with the experience. However, this doesn’t mean humans are being replaced. In fact, 56% of consumers still prefer human agents for support issues, while only 25% said they prefer exclusively AI-powered assistance.
These mixed opinions underscore the importance of striking a balance—leveraging AI for efficiency and personalization, while keeping human agents available for more complex or sensitive interactions.
Speed and Availability Are Key Benefits of AI in Customer Support
When asked about the perceived benefits of AI in customer service, 34% of consumers cited 24/7 availability as the most valuable feature. Another 26% pointed to faster response times as a key advantage. This is especially significant in the context of modern customer expectations: 66% of consumers expect immediate responses when they reach out to brands online, and only 24% are willing to wait more than an hour.
These statistics make it clear that brands looking to improve customer satisfaction must prioritize responsiveness—and AI offers a powerful tool for meeting these expectations.
Transparency Is Critical for Building Trust
Although consumers are growing more comfortable with AI, many still want to know when the technology is being used. According to Emplifi’s report, 83% of respondents believe brands should disclose when AI is being employed in customer interactions. Furthermore, half of those surveyed said that displaying an “AI-powered” label would make them more likely to trust the brand.
Concerns about data accuracy and misuse remain top of mind. Sixty percent of consumers worry about the potential for AI to deliver inaccurate responses, a reminder that automation must be implemented carefully and responsibly.
Consumer Comfort with Sharing Personal Information Varies
The survey also explored how comfortable consumers are with sharing personal information with AI platforms. The findings show varying levels of comfort:
- 48% are very comfortable sharing their gender identity
- 40% are comfortable sharing their clothing size
- 32% are comfortable sharing purchase history
- 31% are okay sharing their browser history
These insights suggest that while some personal data may be willingly shared to improve personalization, many users remain cautious—highlighting the need for data transparency and strict privacy practices.
Brands Must Act Now to Keep Up
Susan Ganeshan, CMO of Emplifi, emphasized the importance of embracing AI, but doing so thoughtfully:
“The sharp rise in consumer generative AI usage—and the notable shifts in comfort levels—presents a major opportunity for brands to deliver personalized interactions at scale. Our survey found that nearly 77% of consumers feel positive about AI in shopping. This sentiment means most brands have an opportunity to scale with AI today; you just need the right technical partner.”
Ganeshan also warned that brands that fail to integrate AI into their customer experience strategies risk falling behind:
“Consumers are expecting more from brands, but fortunately, they are also opening up to the benefits that AI provides—but only when it feels reliable, safe, and relevant to the situation. Today’s brands must approach AI with transparency and accountability to create meaningful interactions.”
Final Thoughts
The Emplifi report paints a complex but optimistic picture of AI in customer care and social media. While consumers remain cautious about issues like accuracy and data privacy, many are already engaging with AI in meaningful ways—and reporting high satisfaction levels. The message for brands is clear: AI is no longer optional. It’s a competitive necessity.
But success in this space will depend on how thoughtfully brands implement AI—balancing speed and automation with empathy, transparency, and trust.
About Emplifi
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.
