July 24, 2025
71% of Consumers Are Fine with AI Support If It’s Upfront
AI might not be winning everyone’s trust just yet, but it’s definitely getting better at customer care, at least according to consumers. A new report from customer engagement platform Emplifi finds that 71% of people are satisfied with their AI-assisted customer service experiences on social media.
The report, AI in Social Media in 2025: What Consumers Want, is based on a survey of nearly 900 frequent social media users and digs into how comfortable consumers really are with AI in brand interactions.
Seventy-three percent of respondents say they’re already using AI tools like ChatGPT for product recommendations or brand discovery. Meanwhile, 64% believe AI will enhance how they engage with brands on social platforms. Still, 60% are concerned that the information generated might not be accurate.
Susan Ganeshan, CMO, Emplifi, said: “The sharp rise in the consumer’s generative AI usage—and the notable shifts we are seeing in consumer comfort levels with the technology—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.”
Transparency Is Key
People may appreciate AI’s speed and 24/7 availability—named top benefits by 26% and 34% of respondents respectively—but they’re far from ready to go full robot. Only 25% prefer AI-only support, while 56% say they’d rather talk to a human for customer service.
According to the report, AI is fine as long as it’s visibly labelled. A full 83% of respondents said they want brands to disclose when AI is being used. Half of them said that simply labelling AI content as such would make them more likely to trust the brand.
Comfort with sharing personal data with AI also varies across groups. Almost 50% said they’re okay revealing their gender identity, and 40% are fine sharing clothing sizes. However, the numbers drop to 32% when it comes to purchase history and 31% for browser history.
In a world where 66% of people now expect immediate responses online, and only 24% are willing to wait more than an hour, AI is clearly becoming a key player in customer care. Just don’t forget to tell people it’s there.
