AI suggests, humans decide: Study reveals low trust in chatbots for shopping

A new study from SOCi reveals that 95% of consumers trust AI less for purchasing decisions, prioritizing human validation and social media.

Despite the growing use of artificial intelligence tools for product and service research, a recent SOCi study shows that 95% of consumers trust AI less and less for their purchasing decisions, reaffirming the crucial role of human validation and social media.

SOCi's Consumer Behaviour Index (CBI) 2025 has shed light on a fundamental trend in the digital age: the persistent consumer distrust of artificial intelligence (AI) when it comes to making purchasing choices. Despite 19% of consumers using AI tools to find places to eat, shop, or use services, an overwhelming 95% consider AI to be the least trusted source for their purchasing decisions.

The study's key finding is summed up by the phrase: "AI suggests, humans decide!" This highlights the imperative need for brands to integrate human validation into their strategies to maintain their relevance in today's marketplace. While exploring AI-powered options, consumers delve deeply into social media and seek support from human experiences before making a purchase.

Monica Ho, Marketing Director at SOCi, emphasizes that “AI can answer the question, but social media earns trust.” Ho emphasizes that platforms like TikTok and Instagram, along with reviews, are not just content channels, but “critical conversion levers.” Brands that don’t establish an authentic and meaningful presence in these spaces risk quickly losing their relevance in a trust-driven market.

The study validates the importance of TikTok, Instagram, and real-life human experiences as determining factors in consumer spending decisions. A key finding is how consumers have adopted a new method of searching and purchasing: researching options presented by AI or prompted by advertising, then delving deeper into social media for confirmation.

Reviews are emerging as the final checkpoint before conversion. 91% of consumers rely on peer-generated content to evaluate local businesses. Furthermore, 40% of younger audiences prefer video reviews. Sixty-five percent of consumers are more likely to choose a business that actively responds to reviews. However, 55% of consumers are increasingly skeptical of fake feedback, underscoring that transparency and responsiveness are now crucial to business success.

Ho concluded that as the lines between search, social media, and reputation blur, brands must prioritize transparency, authenticity, and trust across all channels. Companies that showcase real customer experiences, leverage visual content, and engage meaningfully on platforms like TikTok, Instagram, and trusted review sites will achieve lasting customer loyalty.