How AI Is Transforming Social Commerce

Trust, Authenticity and the Future of Social Commerce

As AI cements itself in every layer of our digital experience — from content creation to search results to customer service — there’s one thing brands can’t afford to lose sight of: people still buy from people they trust.

Social commerce isn’t new. But in 2025, it’s shifting again. Algorithms generate product content. Influencers are often AI personas. Search is increasingly answer led. That blend of convenience and community that once made social commerce feel personal is at risk of becoming another system that feels synthetic.

The question now isn’t if AI will reshape social commerce. It already has. The question is whether your brand can use AI to enhance trust, or whether you’re automating away everything that once made you feel human.

The Trust Trade Off

AI driven commerce is faster, smarter and more scalable. But it comes with a trust problem.

Consumers are already sceptical of influencer posts. Add in virtual influencers and AI generated reviews, and it becomes harder than ever to tell what’s real.

If your entire customer journey is stitched together by automation, synthetic content, generic chatbots and overly personalised product pushes, you have to ask what signals you're sending about credibility.

The brands that win will be the ones that build systems which still feel personal. AI can support trust, but it can’t fake it.

Authenticity isn't Optional

We’ve seen a surge in AI generated UGC, product reviews and synthetic testimonials. On paper, it fills the funnel. In reality, it can backfire.

Consumers are savvy. They know when something feels too polished or too convenient. And in a landscape where even search results are written by machines (hello, AI Overviews), your brand voice needs to cut through with clarity and character.

Authenticity is no longer a creative choice. It’s a conversion factor.

AI isn’t the enemy. Used well, it sharpens everything

● AI-powered social listening can unearth microtrends before they break

● Dynamic personalisation can adapt content in real time to match context

● Conversational agents, trained on your tone and FAQs, can offer fast, relevant support.

But these systems need guidance. Human input. Guardrails. Without them, you risk building an experience that’s frictionless but forgettable.

Commerce is Still Emotional

We buy emotionally and justify rationally. That’s always been the case, even in a hyper automated world.

AI can handle the grunt work. Product matching, recommendation logic, predictive offers. But it can’t replace the emotional glue that connects a brand with its audience.

Your content still needs a heartbeat. Your interactions still need personality. And your strategy still needs to know when to hand back the mic to a real human.

Martin Jeffrey

Martin Jeffrey is the founder and strategic lead of Harton Works, a consultancy focused on Retrieval-First™ Marketing and AI-era visibility. With over 25 years of experience in digital strategy, he helps businesses adapt to the new rules of search, aligning SEO, content, and AI readiness to drive sustainable growth.