Are Brands Finally Listening to Social Media Customers?

Are brands truly listening when customers speak on social media?In this CX Today interview, Francesca Roche explores how AI is reshaping social media community management, and why human judgment remains central to protecting customer trust. The discussion examines the opportunity for AI to process high volumes of social interactions, identify patterns, and speed up triage, without handing over sensitive customer decisions to automation alone.The conversation addresses a critical reality for CX leaders: social media comments can be simple service inquiries, but they can also signal frustration, risk, a wider operational problem, or a developing crisis. AI can help teams see those signals faster. Human experts provide the context, empathy, and escalation judgment required to act on them responsibly.It also considers the growing challenge of sophisticated AI-generated spam and the importance of platform-specific moderation strategies. From the long lifecycle of YouTube conversations to the fast pace of X, brands need governance that reflects how customers actually use each channel.Watch the full interview for practical insight into using AI to make social care teams more effective, while keeping people accountable for the moments that matter most.For more Customer Experience tech news visit https://www.cxtoday.com