The ubiquity – and growing consumer awareness – of AI-generated content is increasing shopper demands for more human-led content within social media buying journeys, according to new research from the Retail Technology Show (RTS).
Original research of over 1,000 shoppers by RTS revealed that over half (53%) are mistrustful of AI-generated social content. This rises to almost six in ten (58%) of Gen Z consumers, despite this demographic being among the strongest adopters of AI technology.
Over half (51%) of those polled by RTS agreed that AI risks eroding brand trust on social platforms, while separate research by Klaviyo showed that a further 50% of shoppers had noticed low-quality ‘AI slop’ being used by brands within social campaigns over the last six months.
This scepticism is creating a growing need for trusted content, with 43% saying that the rise of AI has made authentic, human-led content more important when browsing and buying on social channels, rising to 62% of Gen Z shoppers.
This dynamic is also changing the tide on influencer fatigue, which previously saw almost 90% of consumers no longer trusting online influencers back in 2023. As brands have pivoted their influencer strategies, moving away from celeb-driven product promotion towards interest-led content creation and micro-influencers, credibility has been regained.
Now, 34% of customers trust campaigns put together by content creators over brand content, while 48% say authentic, human-led content is more likely to prompt them to purchase on social platforms, rising to 70% of Gen Z.
“Brands have worked hard to regain shopper trust on social, putting human-first, interest-led content at the heart of community engagement,” Matt Bradley, Founder & Event Director of RTS, commented. “AI has accelerated this, making shoppers who crave authentic connections seek out accounts and content that mirror their interests in real and engaging ways.”
The growing demand for more authentic experiences is also blurring the channel divide, with social media content becoming shoppers’ gateway to brand discovery and relationship building in real life (IRL). 46% said they were more likely to engage or buy with a brand IRL after viewing its content on social media, rising to 69% of Gen Z and 68% of Millennials.
Brand founder and digital broadcaster, Grace Beverley, is confirmed to headline at the 2026 Retail Technology Show (RTS). Speaking on Day 2 on the Supernova Stage, she joins Customer Whisperer, Kate Hardcastle MBE, in discussing how retailers can truly embrace the social and influencer opportunity and the challenges of moving successfully from clicks to bricks.
Beverley joins fellow headliners, including M&S Chair, Archie Norman, and Dragon’s Den star, Touker Suleyman, alongside 125+ industry luminaries who will discuss sector-defining topics during the 2-day event.
To register to attend RTS 2026, visit: https://www.retailtechnologyshow.com.
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