AI vs Social Media. Which do we Trust More?

50 percent. That's how much of the global population now trusts generative AI when searching for information about companies and brands. More than Instagram. More than Facebook. More than social media in general. And that number climbed 7 points in a single year. The data comes from the Page Society's annual Harris Poll study. 14 countries, more than 15,000 people surveyed in December 2025. Consumers aren't just using AI more. They're believing it more. And most of them aren't clicking through to the source. They're reading the AI answer and moving on. For communicators, this changes the job. It's no longer enough to optimize for search engines, you now need to optimize for the AI that sits on top of them. What does generative AI say when someone types in your brand name? Is it accurate? Is it current? Or is it surfacing something you said or did 20 years ago that no longer represents who you are? Listen For3:26 How is declining consumer trust reshaping the role of communication leaders?4:52 Why do consumers now trust generative AI more than social media for brand information?12:28 What are the biggest risks of disinformation and AI hallucinations for brands?15:45 Why can’t AI replace human experience and critical thinking in communications?20:22 How should brands optimize for AI search while maintaining trust and accuracy?Guest: Rochelle Ford, Ph.D., APR, CEO The Page SocietyLinkedIn | Website Page-Harris Poll: Confidence in Business Index 2026DougSubstack | Website | LinkedInFarzanaSubstack | Website | LinkedIn Are you a brand with a podcast that needs support? Book a meeting with Doug Downs to talk about it.Apply to be a guest on the podcastConnect with usLinkedIn | X | Instagram | You Tube | Facebook | Threads | Bluesky | PinterestSend us a note about this episode. We'll reply and thank you on a future episodeSupport the show