Trustpilot launches AI search tools for brand visibility

Trustpilot has launched a new suite of products aimed at helping brands improve their visibility in AI-driven search and recommendation systems, as consumers increasingly use those tools to discover and choose products.

At the centre of the launch is a framework built around what Trustpilot calls the "3 Rs" of AI-era trust: recency, relevance and ranking. The tools are designed to help brands collect more up-to-date customer feedback, understand how that feedback affects their presence in AI search results, and monitor reputation data across teams.

The move comes as generative AI becomes a more common source of shopping recommendations. Trustpilot says 58% of consumers now use generative AI for recommendations, while AI systems continue to rely on signals drawn from human experiences such as online reviews, forum discussions and social media posts.

Trustpilot is positioning its reviews data as part of that information layer. Its platform hosts more than 361 million active reviews, and the company says its structured data has helped increase how often ChatGPT cites its pages. Between June and August 2025, Trustpilot recorded a 246% rise in ChatGPT citations. It also says it became the fifth most cited page on the internet by ChatGPT in January 2026.

New tools

The product suite includes Real-Time Reviews, which uses an in-app review collector to gather verified customer feedback at the point of experience. Trustpilot says this is intended to generate newer review data that AI models are more likely to recognise and use.

A second feature, Intelligent Optimisation, uses data insights to adjust the review collection process. Trustpilot says this should help businesses gather a greater volume of recent feedback for AI-driven brand discovery.

The launch also includes AI Visibility Metrics, which provides analytics on where and how trust signals affect brand discovery in AI search channels. The feature is intended to give companies a clearer view of their presence in AI-generated recommendations and identify where rankings could improve.

Unified Reputation Insights rounds out the release with custom dashboards for marketing, customer experience and insights teams. These are designed to provide a shared view of brand trust performance across customer touchpoints.

Search shift

The broader commercial backdrop is a shift in how online traffic may be shaped by AI engines rather than traditional search. Trustpilot cites research showing that brands not recognised as "the answer" by AI systems could see organic traffic fall by 20% to 50%.

That puts pressure on businesses to understand how they appear not only in conventional web results, but also in the outputs of AI assistants and search tools. For review platforms, the trend also creates an opportunity to position customer feedback as a source of structured signals that influence which brands are surfaced to users.

Trustpilot says its data set carries weight because of both scale and authenticity measures. The company removed 7.8 million fake reviews in 2025, with 91% detected automatically.

Those figures matter because AI systems are increasingly tuned to favour recent, relevant and reliable information when generating answers. Verified, current reviews may therefore become more valuable to brands trying to retain visibility as consumer journeys shift from web search to conversational prompts.

Ciaran Dynes, Trustpilot's chief product officer, linked the launch directly to that change in consumer behaviour.

"AI is completely reshaping how consumers discover and choose brands. Rich, recent customer feedback has never been more important," Dynes said.

He said the new analytics are intended to help companies understand what AI systems prioritise when recommending businesses.

"With our new AI Search metrics, we are helping businesses move from 'AI anxiety' to 'AI control' by showing them how to strengthen the signals AI systems prioritise when deciding which companies to recommend," Dynes said.

Trustpilot, founded in 2007 and headquartered in Copenhagen, employs more than 1,000 people and operates in cities including London, New York, Amsterdam and Melbourne. The company says its platform generates 160 billion annual Trustbox impressions, highlighting the scale at which review content is already distributed across digital customer journeys.

With a domain authority score of 93 and more than 361 million reviews on its platform, Trustpilot says its structured data drives visibility across the AI ecosystem.