Social media is more resilient to the immediate threat of AI assistants than primarily search-driven ad platforms, but it’s not immune. To safeguard their businesses, social platforms are introducing native AI agents, paving the way to turn disruption into innovation and monetization.

Key Question: How can social platforms and advertisers prepare for the rise of AI assistants?

Key Stat: GenAI users are 3 percentage points more likely to prefer genAI over social media as a source for purchase recommendations. But both were more preferred sources than search engines and retailer/brand websites or apps.