Do Brands Need Social Media Influencers In The Age of AI?

Thanks to the emergence of AI tools, shoppers are now routinely engaging in behavior that would've sounded straight out of a sci-fi script only a short few years ago.

And who can blame them? AI is fast, convenient, and great at pulling together information, particularly when it comes to juggling multiple search parameters.

But even as these platforms become an increasingly integral part of the journey to purchase, they haven’t entirely replaced the human element that many shoppers need before “pulling the trigger.” Especially when it comes to certain products.

It’s one reason why many continue to turn to social media influencers for a personal touch — one that the AI experience, for all its advancements, still struggles to consistently deliver. And in a moment when these tools are commanding an outsized amount of attention, it’s a touch that many brands can easily fall into the trap of overlooking themselves.

While AI can help shoppers surface products with an unprecedented degree of specificity, Salsify research suggests that influencers continue to play a role in giving shoppers the confidence, context, and social proof they need to make informed decisions.

AI Gets Products Seen, But Social Media Influencers Have a Slight Advantage for Driving Purchases

Salsify’s “Ecommerce Pulse Report: Q4 2025” surveyed more than 1,000 consumers across the U.S., U.K., and Canada about emerging shopping trends, including AI. More than 60% say they use AI shopping tools to discover or research new products. 

AI gets products seen, that’s clear. But what about purchased?

More than one in five shoppers (22%) have purchased a product because it was recommended by an AI search tool or shopping assistant, up 5% from last year, according to Salsify’s upcoming “2026 Consumer Research” report, a survey of nearly 3,000 shoppers in the U.S., U.K., and Canada.

While AI’s influence is clear (and growing), humans still sway purchases, too. According to the latest data in Salsify’s upcoming report, 23% of shoppers made a purchase because a social media influencer recommended it,  just slightly edging out AI. 

However, this is down 16% from the previous year, illustrating shifts and differences in geographical preferences. (The inclusion of Canadian shoppers and their lower participation in shopping trends made an impact.)

Authenticity Is as Important as Ever

Strategic marketers have relied on social proof to build trust for generations. In fact, the Q4 pulse report found that ratings and reviews remain the No. 1 factor shoppers rely on when making a final decision — ahead of price or product descriptions.

So what is it about influencers, specifically, that consumers find so convincing?

They provide the kind of content AI can’t: lived experience, along with an earned, rather than manufactured or iterated credibility.

On top of that, their audiences feel like they know them personally. That sense of familiarity means an influencer recommendation often lands less like ad copy and more like advice from a good friend.

That’s especially true when creators do things that brand content often doesn’t. Social media influencers and consumers who share reviews typically: 

• Show the product in their actual home;
• Test it in less-than-perfect conditions;
• Acknowledge where it falls short; and
• Provide a final take on whether it’s worth using.

Ultimately, influencers are great at answering the eternal question: “How does this product work for someone like me?” 

How Smart Brands Can Strike a Balance

If AI is increasingly responsible for surfacing products, then brands need to ensure that user-generated content (UGC) — including social media influencer content — can act effectively as a “credibility filter” that helps shoppers determine what’s actually worth buying.

Brands that treat this content as an essential part of their campaigns will hold a significant advantage, particularly as the shopper journey becomes increasingly automated.

AI can get a product in front of someone, but it just can’t always provide shoppers the confidence they need to buy. In fact, according to Salsify’s upcoming consumer research report:

• Just 14% of shoppers shared that they trust AI shopping recommendations alone and use these tools regularly.
• Nearly a third (27%) trust AI shopping tools for some purchases but verify with other sources (hello, influencers!).

The brands that win will be the ones that balance both: embracing the changes of and efficiencies of AI, while letting real people supply the trust, context, and lived experience that ultimately move shoppers from curiosity to conviction.

A Clearer Path Through the Shopper Journey

AI has changed how shoppers navigate the digital shelf, but it hasn’t quite changed why they make the choices they do.

Across every channel, people remain eternally on the lookout for signals that feel human, familiar, and relatable.

That’s why influencer voices and other forms of UGC continue to carry so much weight: they give shoppers a firsthand look that AI-generated content can’t provide.

In an omnichannel world, that balance isn’t just useful — it’s the beating heart of the customer journey.