Reviews gain weight in AI search closer to purchase, Trustpilot data shows
Customer reviews carry more weight in what AI assistants tell shoppers the closer they get to buying, according to two studies commissioned by Trustpilot.
Reviews and user-generated content (UGC) made up 28.9% of the sources ChatGPT cited in May, more than any other type and ahead of news publishers, a Similarweb report found. On Google’s AI Mode, reviews and UGC accounted for 19.9%, second only to news publishers. They carried particular weight in travel-related prompts, where they made up more than half of ChatGPT’s citations.
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