In today’s rapidly evolving digital landscape, businesses are increasingly exploring the integration of AI in their social media and customer care strategies. Aisha Amaira, a MarTech expert with profound experience in CRM technology and customer data platforms, shares insights on how companies can harness AI’s potential to enhance customer engagement. In this interview, Aisha delves into the findings from the “AI in Social Media in 2025: What Consumers Want” report by Emplifi, discussing consumer perceptions, opportunities for brands, and important considerations for leveraging AI in marketing.
Can you explain the main goals of the “AI in Social Media in 2025: What Consumers Want” report released by Emplifi?
The report aims to delve into consumer perspectives on AI-powered interactions with brands through social media. It explores not only how comfortable consumers are with these emerging technologies but also their expectations from businesses implementing AI in customer engagement strategies. It serves as a crucial piece in understanding how AI can be leveraged to meet consumer needs effectively in the near future.
How many consumers were surveyed for the report, and what criteria defined them as “frequent” social media users?
The report surveyed nearly 900 consumers. These were individuals who regularly engage with social media platforms, using them as key channels for interacting with brands, discovering new products, and seeking customer support.
According to the report, what percentage of consumers use AI tools like ChatGPT for brand discovery or product suggestions?
The survey found that an impressive 73% of consumers use AI tools such as ChatGPT to discover brands or get product recommendations. This highlights the growing role of AI in influencing consumer decision-making processes.
What are some ways consumers believe AI will improve their engagement with brands on social media?
Consumers expect AI to enhance their brand interactions through personalization, faster response times, and the ability to access services or information around the clock. These improvements are seen as crucial in creating a seamless and efficient consumer experience.
Despite expressing comfort with AI, why do some consumers still prefer human interaction for customer support issues?
While AI can offer efficiency, some consumers feel human interactions provide empathy and understanding that machines can’t replicate. Situations that are complex or emotionally charged might benefit from the nuanced approach a human can offer, which AI has not yet fully mastered.
What percentage of consumers reported satisfaction with customer support experiences involving AI?
The report highlighted that 71% of consumers were satisfied or very satisfied with AI-involved customer support experiences, suggesting that AI’s role in customer care is generally well-received when implemented thoughtfully.
Since March 2023, how has the usage of ChatGPT for work purposes changed among U.S. employees according to Pew Research Center findings?
There has been a significant increase, with the percentage of U.S. employees using ChatGPT for work purposes rising from 8% to 28%. This spike indicates a growing trust and reliance on AI tools in professional settings.
What opportunities do the rising consumer comfort levels with generative AI present for brands, according to Susan Ganeshan?
With consumers becoming more comfortable with AI, brands have the opportunity to scale their personalization efforts and provide more individualized experiences. It allows them to meet customer needs efficiently while maintaining relevance and engagement.
How do consumers feel about AI in shopping, according to the survey, and what does this signal for brands?
Nearly 77% of consumers have a positive outlook on AI in shopping, signaling a significant opportunity for brands to implement AI in a way that enhances the shopping experience, from discovery to purchase.
What were the top two benefits consumers associated with AI-powered support within customer care initiatives?
The major perks identified were 24/7 availability and faster response times. These are key attributes consumers value as they offer convenience and promptness, which are essential in today’s fast-paced environment.
How crucial is response time in a brand’s customer care strategy based on consumer expectations?
Response time is critical, with 66% of consumers expecting immediate responses online. Brands must prioritize reducing response times to meet these high consumer expectations and maintain competitive advantage.
What are consumers’ main concerns about using AI technology in customer support interactions?
Accuracy and reliability are primary concerns. Consumers worry about the potential for AI-generated responses to be incorrect or misleading, which could negatively impact their experience and trust in the brand.
How important is it for consumers to know when AI is being used, and how can brands increase trust in such scenarios?
Transparency is paramount, as 83% of consumers want to know when they’re interacting with AI. Brands can increase trust by clearly labeling AI interactions and ensuring the technology is reliable and aligns with consumer expectations.
What percentage of consumers are comfortable sharing personal data like gender identity or clothing size with AI platforms?
The survey indicates that 48% feel comfortable sharing their gender identity and 40% their clothing size, reflecting a moderate level of trust in sharing personal data with AI systems.
What concerns do consumers have about sharing purchase and browser history with AI platforms?
Consumers are hesitant, with only 32% comfortable sharing purchase history and 31% browser history. This hesitance stems from privacy concerns and the potential misuse of personal data.
Why does Susan Ganeshan believe that brands need to integrate AI-powered solutions into their strategies?
Ganeshan stresses that as consumer expectations grow, brands must adopt AI to stay competitive. AI offers scalable personalization and enhanced efficiency, crucial for meeting modern consumer demands.
What approach should brands take when implementing AI to ensure meaningful interactions with consumers?
Brands should focus on transparency and accountability. By clearly disclosing AI interactions and ensuring the tech is rooted in their brand values and insights, they can create authentic and meaningful consumer experiences.
What key features should brands look for in AI technology to enhance their customer interactions?
Brands should seek AI solutions that are flexible enough to integrate with their existing systems, adaptable to brand-specific guidelines, and capable of learning from past interactions to continually improve.
Can you provide specific examples of how AI can be integrated with a company’s brand guides, policies, and procedures?
AI can be programmed to align with a company’s ethos by incorporating brand tone and language into automated responses. It can also follow escalation protocols, ensuring that complex issues are appropriately handled and maintain consistency with organizational policies.
What is your forecast for integrating AI into consumer interactions over the next few years?
In the coming years, AI will likely become increasingly seamless in its integration, providing not just efficiency but also emotional intelligence. As technology advances, we’ll see AI creating richer, more engaging consumer interactions that mirror human-like understanding.