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Using AI to Craft Social Proof and Testimonials

  • Ryan Tungseth
  • Mar 17
  • 2 min read

Why Testimonials Matter (and How AI Can Help)

If you’ve ever booked an Airbnb, you know the power of reviews. No one takes a chance on a place without digging into the testimonials. The same is true for nearly every purchase decision—whether it’s a boutique shop, a service provider, or an online course. Social proof builds trust, and trust drives sales.



But how do you get great testimonials? And more importantly, how do you make them work for you? AI can help with both.


The Power of Testimonials: Written vs. Video

Written Reviews: Easy to Get, Highly Effective, but Less Trusted

  • Almost every business can collect written reviews. Customers are generally willing to leave one if asked.

  • They’re great for SEO, help customers feel validated, and influence buying decisions.

  • However, because fake reviews exist, written testimonials don’t carry as much weight as they once did.


Video Testimonials: Harder to Get, but Almost Guaranteed Sales

  • Video reviews feel more authentic and persuasive.

  • They create an emotional connection—when a real person shares their experience, it resonates more than text.

  • The downside? Getting a customer to record one can be tough. Not everyone is comfortable on camera, and it takes effort.

  • Those who watch a video testimonial are far more likely to convert.


How AI Can Help You Gather and Leverage Testimonials


1. Using ChatGPT for Testimonial Prompts

One of the biggest roadblocks to collecting great testimonials is that customers don’t know what to say. Instead of getting vague responses like “great service,” AI can generate targeted testimonial prompts that encourage detailed, compelling feedback.

Example prompt: “What problem were you facing before you found our product/service? How has your experience changed since using it?”


2. Using AI to Identify the Best Testimonials

Tools like HubSpot, ChatGPT, or sentiment analysis software can help you analyze customer feedback and pull out the strongest reviews.


3. Automating the Testimonial Collection Process

  • Use AI to create personalized outreach messages requesting testimonials.

  • Automate follow-ups based on customer interactions.

  • AI tools can even transcribe and summarize video testimonials for additional content.


How Retail Businesses Can Use Testimonials Effectively

  • Photos and video shine in retail. A boutique shop owner, for example, can leverage video testimonials from satisfied customers trying on their products.

  • AI can help analyze which testimonials drive the most engagement and conversions.

  • Pro tip: If you can’t get a full video testimonial, at least ask for a photo of the customer with the product alongside their written review.


Final Thoughts

Collecting and leveraging testimonials is no longer just a nice-to-have—it’s essential for growth. AI simplifies the process, making it easier to gather, analyze, and deploy social proof in a way that maximizes conversions.

 
 
 

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