The data: 57% of global active AI users say customer reviews and star ratings are the most trustworthy source for AI recommendations, ranking higher than brand reputation, product price, and the AI’s own answers, per Bazaarvoice and Bluefish.

Nine in 10 say it’s at least somewhat important to know that an AI recommendation sourced real customer reviews and photos.

The data echoes a recent survey from the Interactive Advertising Bureau (IAB) and Attest that found a majority (56%) of global consumers who have used AI for shopping research prefer its recommendations to creator reviews. The most trustworthy creator type is everyday consumers, even more than professional reviewers and subject-matter experts, per the survey.

Why it matters: 57.5% of US adult AI users have chosen not to purchase something based on information provided by a chatbot, per Semrush. That increases pressure on brands to ensure consumer reviews are accurate and available to AI engines.

Focusing on driving more reviews can help brands overcome generative engine optimization (GEO) challenges—reviews give AI engines high-interest content to surface while also being relatively low content effort for brands.

Recommendations for brands: View customer reviews as a centerpiece of your GEO strategy by shifting attention to earning more community feedback.

• Encourage customers to leave reviews upon purchasing an item, including on owned websites and third-party community platforms such as Reddit and Google Search.
• Lean into traditional social media, such as Instagram and TikTok, as another channel to drive reviews, since AI models also source those platforms for their search results.

Refrain from paving over negative sentiment. Instead, address these reviews by responding to them publicly and offering remediation, which helps demonstrate brand quality.