Trustpilot: Your Brand Is Invisible to AI, And Reviews Are the Fix

How customer feedback has quietly become the most powerful trust signal in the age of AI search CX Today's Associate Editor Rhys Fisher sits down with Alicia Skubick, Chief Customer Officer at Trustpilot, to unpack the platform's latest research. With AI now shaping how consumers discover and evaluate brands before they ever land on a website, the rules of visibility have changed. This is the conversation that makes the business case for trust in real, measurable terms. Trustpilot's latest 'What AI Says About You' report analyzed over 800,000 AI responses, and the findings are hard to ignore. Brands without a Trustpilot profile appear in just 1% of AI-generated answers. Those that actively collect and respond to reviews? 75.3%. Alicia breaks down what that means for CX teams on the ground. AI behaves like a cautious consumer – it checks ratings, reads review distributions, and flags missing profiles as red flags, just like your most sceptical customer would Responding beats collecting – brands that respond to reviews (not just gather them) see citation rates jump from 53% to 75%. Generic replies don't cut it; specificity is what AI crawlers reward The NPS question – Alicia makes the case that open-platform review systems are replacing NPS for many businesses, delivering the same real-time insight with the added bonus of AI visibility Speed to value is real – setting up a profile and inviting customers can shift visibility from near-zero to 53% in weeks, not months, with AI-driven customers worth 4.4x more on average Whether you're a CX leader mapping new customer journeys or an ops manager stretched thin, this one's worth your 15 minutes.