Trustpilot: AI Upside Now Better Priced In

Research evidence excerpt

Trustpilot: AI Upside Now Better Priced In

IdeaMExhibit 8: Lack of trust is one of the main barriers stopping people shopping using AI

tools.

Source: AlphaWise January 22nd – 26th 2026, Morgan Stanley Research

Fresh and trusted data should matter more in an AI world... Trustpilot already has the

kind of dataset that should be useful in this environment, with c.1.3m claimed domains,

more than 360m reviews and c.200k new reviews added each weekday across a wide

range of verticals. We think those advantages become more important as AI takes a bigger

role in discovery, since models are likely to place greater weight on recency, depth and

authenticity.

...with recent data showing the importance of Trustpilot in an AI first environment

with Trustpilot’s content already being pulled directly into gen AI platforms, with

Trustpilot ranking as the 5th most cited domain globally on ChatGPT (in January), and a

1,490% increase in click-throughs from AI in FY25. This, in our view, validates its role as a

trusted input into AI systems rather than a channel that AI simply disintermediates.

Data Solutions expands role across the customer journey. Trustpilot’s Data Solutions

offering shows a shift beyond reputation management toward helping customers extract

more value from its dataset of 360m+ reviews across ~1.3m businesses. This broadens

relevance from marketing teams into customer acquisition and service. TrustLens provides

insight on sentiment, trends and positioning, while TrustSource enables direct API access

so customers can embed review data into their own workflows. Together, this deepens

Trustpilot’s role across the customer journey.

Open API access adds incremental upside. Open API access is becoming a more

meaningful standalone product that enables new use cases.