AI generated content boom boosts demand for authentic experiences in social buying journeys

The rise and rise of AI generated content is increasing shopper demands for more human led content within social media buying journeys, according to new research from Retail Technology Show (RTS).  

Its research of over 1,000 shoppers revealed that 53% are mistrustful of AI generated social content. This rises to 58% of Gen Z consumers, despite this demographic being among the strongest adopters of AI technology. 

51% of those polled 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,” says Matt Bradley, Founder & Event Director at RTS.  “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 Retail Technology Show 2026. Speaking on day two on the Supernova Stage, she joins Customer Whisperer, Kate Hardcastle, 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 event at London ExCel on 22nd and 23rd April.

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.