Trustpilot stated that engaging with customer reviews enhances visibility in AI-generated search results, particularly for brands with visible trust signals through customer engagement. According to their research, companies without a Trustpilot account were cited in only 1% of AI-generated answers, whereas those with over 80 reviews appeared in more than 75% of responses. Establishing a Trustpilot account led to businesses being mentioned in over 53.5% of AI-generated content.
The report analyzed 800,000 AI-generated responses across platforms including ChatGPT, Gemini, Perplexity, and Google’s AI Mode. Trustpilot emphasized the significance of relevance, recency, and ranking in a successful Generative Engine Optimization (GEO) strategy. More than half (58%) of consumers are now using AI technologies to locate products and services, a trend expected to grow.
Review and trust platforms comprise the second-most cited source type in AI-generated answers, accounting for 14% of all citations. Trustpilot criticized static company websites as less effective in comparison to dynamic public forums like review sites, which offer real-time and conversational information. The company generates approximately 200,000 reviews daily and holds a domain authority score of 94/100, enhancing its visibility in AI information retrieval.
Trustpilot noted that responding to comments and engaging with customers significantly improves a business’s chances of being featured in AI-generated search results. This interaction not only reduces potential spam signals but also indicates that a company is actively operational and customer-focused. Chief Customer Officer Alicia Skubick stated, “In an era of AI-powered buying journeys, trust is a quantifiable, high-value asset for businesses.”
The findings suggest a shift toward integrating customer engagement and trust signals into future business strategies alongside traditional SEO approaches. Trustpilot’s report signifies the emerging challenges that companies must address in the AI-dominated marketplace.
