[Column] David Taylor: Social presence in the AI era

As large language models (LLMs) become part of the search experience, the information surrounding a brand matters beyond its own website.

A brand’s next customer could discover it through a TikTok demonstration, a Reddit discussion or an answer from an artificial intelligence (AI) assistant, before checking Instagram comments or visiting its website.

This changing journey has implications for brand visibility. Search engine optimisation (SEO) remains essential, but social content and community conversations increasingly complement it, helping consumers discover products, assess their suitability and decide whom to trust.

Search is spreading across platforms

UK research highlights the shift. Ofcom’s March 2025 findings showed that 43% of UK online adults used social media to search online at least daily, while 34% used video-sharing platforms for daily searches. These behaviours overlap, and younger adults were more likely than average to use both.

We Are Social’s Digital 2025 UK report found that 48.6% of adult internet users used social media to find information about brands and products.

AI is adding another discovery route. Forrester reported that 34% of UK online adults had used ChatGPT in the previous month to search for products they were interested in buying in February 2026, up from 22% in October 2025. Google remained the most widely used option, at 75%.

Consumers are increasingly moving between search engines, social platforms and AI assistants, using different sources to answer different questions.

Social connects discovery with evidence

Social content brings products and services into real-world contexts. Demonstrations show how furniture fits into small spaces, customer videos reveal how clothing looks outside studio lighting, and expert explainers help people understand a service before making an enquiry.

A customer furnishing a bedroom, for example, might search TikTok for storage ideas, compare Reddit recommendations and ask an AI assistant to summarise suitable options. They may then visit a retailer’s social profile to check delivery information and customer experiences.

Brands therefore need useful content to attract attention, credible evidence to support consideration and clear information to help customers act.

However, visibility does not automatically translate into trust. Ofcom found that 59% of search engine users always or mostly trusted the information they received, compared with 25% for video-sharing platforms and 19% for social media. Accuracy, transparency and helpful engagement remain essential.

Community conversations can influence AI discovery

The relationship between online communities and AI search is already evident. In 2024, Reddit announced a partnership with OpenAI to make its content available to ChatGPT and other products, helping AI tools understand and showcase Reddit discussions.

Customer experiences, recommendations and criticisms can therefore form part of the information people encounter when researching brands through AI tools.

This does not mean likes, followers or comment volumes are direct AI ranking factors, nor that every social post is accessible to every AI system. Rather, it highlights the value of contributing useful information where audiences seek advice while maintaining accurate, accessible information on brand-owned channels.

Community management becomes part of the buying decision

Community management should be treated as more than a task that follows publication. Questions about availability, pricing, service coverage or returns can reveal genuine barriers to purchase. Clear responses help the person asking and provide useful information to other potential customers.

Complaints also shape perceptions. A thoughtful public acknowledgement, followed by appropriate action, demonstrates accountability. Sensitive details can move to private channels without leaving other customers uncertain about how the issue is being handled.

Community managers also identify recurring questions that can inform product pages, videos, buying guides and frequently asked questions. This connects customer service with content planning and search visibility.

What brands should do next

Brands should start by identifying the questions customers ask before buying. Use enquiries, comments and relevant community discussions to create content that addresses uncertainty directly.

Make social profiles clear and informative, explaining what the business offers, whom it serves and where it operates. Give audiences straightforward routes to product details, bookings or enquiries.

Equip community teams with accurate information, realistic response standards and clear escalation procedures. Participate transparently in relevant communities, respect their rules and contribute expertise rather than promotional noise.

Finally, measure commercial outcomes alongside engagement. Track relevant enquiries, referral traffic, sales and recurring customer questions. Monitor AI mentions and citations across consistent searches, recognising that results vary and attribution remains incomplete.

Social presence and community management are becoming important parts of how customers discover and evaluate brands. The opportunity is to build a presence that is useful, credible and connected to the wider search journey.

David Taylor is the SVP Digital at Dig & Dig UK

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