In short, yes, social media does influence AI.
We can observe this in how gen AI tools like ChatGPT and Perplexity use social media content as a source for answers to user prompts.
That’s right. As you read this, Reddit posts, LinkedIn “About us” sections, and TikTok reels are being listed as sources in answers to questions people ask the AI tools they use.
So, when a user places queries like:
- “Who can help my startup improve its LinkedIn presence?", or
- “High-quality swag providers in the Toronto area”
The AI tool being used will probably pull data from social media platforms and use it (directly or indirectly) in the answer.
While it may sound dull, this is quite an event for marketers, as it elevates the value of conversational content (abundant on social platforms) to a new level.
AI visibility is gaining momentum for brands, and with social content influencing how brands appear in AI answers, it’s safe to say things will get interesting.
What surfaces in AI answers?
To see how social and traditional web sources fare against each other in AI-generated responses, we ran a quick experiment at Sculpt:
First, we created a list of 10+ prompts related to B2B social media marketing (such as "How do I pick a social agency for a technical product?").
To test these queries, we used ChatGPT.
Then, we analyzed which sources ChatGPT cited as references in its answers.
And finally, here's what we observed.
1. Traditional websites and blogs are still the most common sources in AI answers
Even highly specific, niche sites often took the top spots.
This can happen for a number of reasons (that we’re not getting into), but it’s what we observed, and it’s also compatible with what other companies researching AI search are seeing.
2. Reddit was the top social media platform referenced by ChatGPT
Threads with rich discussion and engagement were frequently referenced. Post headlines also look like a significant signal.
And again, other AI researchers are watching the same trend unfold.
3. Reddit is not the only social media platform being referenced by AI tools
LinkedIn content appeared frequently, too, with a curious difference that we didn't see with Reddit: LinkedIn company profiles and “About us” sections appear to have extra relevance in AI search.
Other platforms appeared far less frequently.
What does this mean for marketers?
The most important takeaway is that social media is becoming important to AI tools in the same way web content is important to search engines.
Signals like platform, tone, conversational structure, and engagement of social content likely influence the content that surfaces in AI answers.
So, what to do about it? This is what we’d do about it:
- Keep your web content game strong. Websites still dominate AI answers.
- Social is now “discoverable”. Prioritize conversational tone and semantic clarity.
- Identify where your customers discuss your category. Reddit is a good starting point, but pay attention to LinkedIn comments too.
The externality: Brand reputations now live in AI answers
Is this a dramatic shift in social media management? Not really, not yet.
Sure, it's an extra dimension of visibility, but not a whole transformation of your social media strategy.
If this trend continues, social media teams will soon be part of conversations previously reserved for SEO strategists…but this time, with a focus on AI visibility rather than search engine visibility.
Keen on exploring the relationship between your brand's social media presence and AI search in depth? We're listening.
