Trustpilot said that while generative AI was increasingly used by consumers to guide purchases, the AI systems relied on signals built from real human experiences, prioritising online reviews, community forums and social media conversations, with Trustpilot a key source for platforms such as ChatGPT.

The tools launched by Trustpilot include a new In-App Review Collector that captures verified customer feedback at the point of experience, and an Invitation Optimiser that uses data-led insights to optimise the review collection process for the purpose of feeding

AI visibility metrics would also be used to give users insight into where and how trust signals influence discovery in AI search channels.

Custom dashboards will be used to help insights, marketing and customer experience teams get a shared view of brand trust performance, including metrics such as recency, relevance and ranking.

Ciaran Dynes, chief product officer at Trustpilot, said: “AI is completely reshaping how consumers discover and choose brands. Rich, recent customer feedback has never been more important.

“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.”