Discover advanced new tools to help you build trust and stay recommended in the age of AI search
What was the last question you asked ChatGPT? Maybe you were researching whether a sportswear brand’s clothes hold up after a few workouts? Or whether a CRM provider delivers reliable customer support?
AI powered search is projected to influence $750 billion dollars in revenue by 20281. The rise of LLMs has shifted discovery from a list of links to fully formed answers. Meaning that where businesses rank in search results now comes second to their visibility in AI search.
Today, your future customers may never visit your homepage before forming an opinion on your brand or offering. In 2025, nearly 60% of consumers were replacing traditional search tools with Gen AI tools for product or service recommendations2.
The questions they’re asking AI search platforms go beyond discovery and into evaluation. For marketers and CX pros, queries like ‘Which of these two services is more reliable?’ or ‘Is this product actually worth the price?’ require a new way of doing things.
AI systems don’t reward the loudest marketing claims; they reward the most consistent and credible signals. At Trustpilot, we are seeing that the most authoritative signal a business possesses is customer feedback. Our latest products, launching this month, empower businesses to gather and transform their customer stories into the high quality data AI engines need to recommend them.
The 3Rs: A simple framework for AI visibility
To help businesses navigate this shift, we’ve focused on three specific levers for AI visibility. We call them the 3Rs:
Relevance: Does your feedback actually answer the specific questions customers are asking?
Recency: How fresh is your data? AI favours what’s happening now.
Ranking: Do you have the authority to be cited?
Here’s how our latest tools help you master all three.
Keeping your signals fresh
AI systems move fast. If your most recent review is from six months ago, you’re invisible to a model looking for current sentiment. The following tools help ensure your signals stay fresh and relevant.
In-App review collector
We’ve made it easier than ever to gather feedback by embedding review collection directly within your app or website. By keeping the review request within your logged in experience, you can collect relevant feedback at the moment the experience is top of mind for your customers and ease friction by removing the need to log in.
Invitation optimizer
Stop guessing when to hit ‘send’ and what invitation copy resonates most with your customers. By using invitation optimizer, you can A/B test your invitation timing and templates within Trustpilot to see what actually converts. This will help you improve your invitation conversion rate and collect more reviews with more data-driven insights.
Making your feedback usable
In an AI-driven world, ‘5 stars’ on its own isn't enough. The content of your reviews matters. AI looks for patterns in your customers' words to answer complex questions about quality and support.
Product Reviews enhancements
You can now collect feedback tied to specific products, not just your brand. This provides the granular, sentiment-rich data that AI uses to compare your offerings against competitors.
Review Follow-Up enhancements
You can now ask different follow-up questions based on how a review was left (organic vs. invited). This helps you capture the ‘why’ behind the rating, giving you deeper insights to improve your business and your AI reputation.
Measuring and optimizing what matters
You can’t optimize what you can’t see. For the first time, we’re giving you a window into how AI sees your brand.
AI Search Analytics
This new tool shows you how often your brand is surfaced in AI-powered recommendations. It moves AI discovery from a guessing game to a measurable metric.
Custom Dashboards
For any business, trust should be a company-wide KPI. Our new dashboards allow you to pull reviews data, TrustScore trends, and AI search analytics into personalized, shareable reports so Marketing, Support, and Product teams can all make strategic improvements based on customer experiences.
Final Thoughts
In the age of AI, visibility follows credibility. AI models aren't independently verifying your marketing copy; they are synthesizing the patterns left by your customers.
Our goal at Trustpilot remains the same as it was on day one: to help you earn trust and ensure that trust is visible wherever your customers are making decisions. Whether that's on a search page or in a chat interface, we’re here to make sure what your customers say about your business gets noticed.
To start exploring how you can use Trustpilot to build trust in the age of AI, book a demo.
1 McKinsey & Company (2025), “New front door to the internet: Winning in the age of AI search”
2 McKinsey & Company (2025), “New front door to the internet: Winning in the age of AI search”
Author
Ciaran Dynes
Chief Product Officer