Author: Ciaran Dynes, Chief Product Officer at Trustpilot
Build trust. Get AI recommended.
Today, with our September 2026 release, I’m proud to say we’re taking the next step.
Over the past number of months, we’ve been researching the behaviour of how LLMs consume review data and surface it in response to user queries and prompts. What’s clear to us is that fresh content is a major driver of how citations and mentions work.
One area that we were keen to better understand was 'relevancy' - i.e., how does an AI engine like ChatGPT build an answer to a given prompt by a user?
We’d previously seen with service reviews (Seer Interactive, April 2026) that a small volume of reviews had a positive improvement in total citations for a given brand. We also saw that higher volumes of reviews impacted what we call 'co-mentions'. Co-mentions are when a query for one brand includes the mention of another competitive or alternative brand. The 'co-mention' effect was largely correlated to the total amount of reviews of a given brand.
So, what’s all this got to do with our September launch?
Well, we’ve been researching two other review types, namely product and location reviews - the results of which are available in our updated Seer Interactive research.
What we've now learned is that relevancy is strongly influenced by how content is organized and referenced by LLMs. For example, a brand has a natural occurring relationship with the products it provides. Or take a brick and mortar business. The parent brand has a natural relationship with the location of its stores. By organizing the review content on Trustpilot to mirror these relationships, it drives a 7x to 15x increase citation rate on average for a given brand. The reason is that the way a given query fanout or site search works is strongly correlated to the way the content is organized. If someone asks "Which bike stores in Denver sell Giant bikes and have a great after sales service'? ChatGPT will not only find the Giant bikes stores, but stores that are local to the user and have great after sales services. In other words, solving the problem of relevancy.
We’ve built a large, powerful suite of features designed specifically to scale your authentic feedback, boost high-intent AI citations, and surface real-time market intelligence on where you stand against the competition.
What we’re delivering today:
Product Review Pages: Give your customers a clear picture of what people are saying about your products, while making it simpler for AI
engines to highlight your products when people ask for recommendations.QR Code Review Collector: Scale your review volume and give AI search the fresh, location-based signals it needs to recommend
your business.Enhanced Location Reviews: Feed AI systems the trust signals they look for to recommend you as a leading local business.
Review Follow-up Targeting: Trigger targeted follow-up surveys based on keywords in your customer reviews to uncover deeper operational
insights.AI Search Market Insights: Compare your AI visibility to your competitors.
New Search Query Insights: Build a complete picture of your profile visitor intent from search.
Custom Roles and Permissions: Help teams work faster with custom roles and access that fits their responsibilities.
Multi-Domain Management: Organize website domains, teams, and insights around the way your business operates.
You can find a full overview of today’s launch below.
Build authority across every touchpoint, product, and location
AI search engines look for evidence that is current and highly specific. To win best-of AI recommendations, you need
recent and relevant customer feedback at every stage – from physical storefronts to individual SKUs.
QR Code Review Collector
A cost-effective way to scale your review volume and give AI search the fresh,
location-based signals it needs to recommend your business. Simply print
custom QR codes on signage, receipts or packaging to encourage customers
to leave feedback directly from their phones – no app or login required.
New Product Review Pages
Achieve AI visibility at scale. Bring reviews, star ratings, and key details for
each product together in one place with dedicated product pages. Potential
customers can get a clear picture of what they’re buying, while making it
simpler for search and AI engines to highlight your products when people ask
for recommendations.
Product reviews provide answers to specific customer questions, so AI cites
them more when a customer is close to clicking “buy”. In our Beta trial,
participants found the average citation rate grew a massive 1,548% in the
first week alone.*
*418 participating businesses, May-June 2026
Product Review
Catalog Enhancements
Easily manage your catalog by grouping product variants like colors and sizes
under a single parent product. All reviews roll up into one unified score,
streamlining inventory management, preventing duplicate products,
improving buyer confidence, and boosting Google Shopping eligibility.
Learn more about product reviews
Did you know?
Adding product reviews is associated with an 11 percentage-point
increase in citation visibility versus relying on a business profile page alone.
Seer Interactive, 2026
Enhanced Location Reviews
Understand how customers feel across all your locations. With one single file
upload, you’ll save hours and gain accurate, structured feedback for every
branch of your business. All this, while feeding AI systems the trust signals
they look for to recommend you as a leading local business.
Location Reviews API
Feed local customer feedback from every storefront or branch directly into
your existing reporting dashboards, eliminating developer time on custom
integrations. Centralize real-time customer sentiment to save on engineering
costs, catch issues faster, and make smarter decisions at scale.
Learn more about location reviews
Did you know?
Businesses with location reviews are cited more often than those with only
service reviews, with AI citation rates rising from 62% to more than 90%?
Seer Interactive, 2026
Drive sentiment and uncover root-cause insights
Star ratings are only part of the story. To improve operations and give AI richer context, you need to understand the
exact reasons behind customer feedback.
Review Follow-Up Targeting
Trigger targeted follow-up surveys based on review keywords. So, when
reviews mention shipping or sizing, you can automatically ask specific follow-
up questions while the experience is fresh, capturing actionable insights to
resolve issues faster.
Act on insights
As your business expands across multiple regions and web domains, you need clear controls and deep insight into how AI
engines describe your brand.
Search Query Data
See what prospective buyers research before choosing you. We group profile
searches by what visitors care about – like shipping, returns, or support –
while showing search length and ranking positions. Understanding their exact
questions lets you address concerns on your site, improve customer
experience, and drive richer reviews that boost visibility across AI platforms.
AI Search Market Insights
See how often AI platforms cite your Trustpilot profile compared to your
competitors. Track your share of voice over time across platforms like
ChatGPT, Claude, and Perplexity. With clear citation trends, you can focus on
how to strengthen your Trustpilot profile and boost your visibility in AI-
generated answers.
Gain enterprise-level control and governance
Multi-Domain Management
Organize your websites the way your business actually runs. Group multiple
domains together so parent companies and multi-brand businesses can
easily manage team permissions, streamline reporting, and protect brand
reputation across every site.
Custom Roles and Permissions
Give the right people the right access. Create custom roles so team
members have the exact tools they need for their jobs. Frontline staff can
resolve customer issues and reply to reviews right away, while master account
settings stay secure.
Why invest in trust?
“...review platforms like Trustpilot often outrank owned and paid media, effectively
determining answer engines’ opinions of brands and how they show up in results.”
– Forrester, "Budget Planning Guide 2027: B2C Marketers, Get Ready For New Ways Of Working", (July 2026)
Make customer trust part of your AI visibility strategy
One thing remains true as many others shift: Your customers are still your greatest strength.
AI hasn’t changed what people value – quality, service, positive experiences – but it has changed how they find you. The leaders who adapt and
thrive won’t be the ones trying to buy the top spot or relying on brand claims. They’ll be the leaders who use data-driven insight to understand
where they stand; who invest in customer feedback at scale; and who give answer engines the structured data they need to recommend their
business across every SKU and location.
The tools in our September release are purpose-built to deliver results in this new landscape. Together, we can turn your greatest strength into a
real, measurable advantage – so AI simply cannot ignore you.
Build trust. Get AI recommended.
Businesses with an active review strategy 9.5x their chance of winning competitor AI traffic. Learn more about
how our products can enhance your visibility now.
Ciaran Dynes
Chief Product Officer