The global review platform Trustpilot is actively pursuing new partnerships with major eCommerce and technology companies as artificial intelligence continues to reshape how consumers search for products online. With the rapid rise of AI-powered assistants and chatbots, traditional search engines are no longer the only gateway for online shopping, and companies are now competing to control the new AI-driven customer journey.
In a recent interview with Bloomberg News, Trustpilot chief executive Adrian Blair explained that the growing use of AI agents by consumers is changing how people evaluate businesses before making purchases. According to Blair, AI systems require reliable and structured data about companies, products, and customer experiences in order to provide accurate recommendations. He noted that platforms like Trustpilot, which host millions of user-generated reviews, are becoming increasingly valuable in this new environment.
AI Agents Are Changing the Way Consumers Shop
AI-powered assistants such as chatbots and recommendation engines are now capable of researching products, comparing brands, and even completing purchases on behalf of users. These systems rely heavily on large datasets to make informed decisions. Blair emphasized that the most effective AI models will depend on trusted review platforms to understand the reputation and reliability of businesses.
Because of this shift, Trustpilot is looking to work more closely with major online retailers so that its review data can be integrated directly into AI shopping tools. The company believes that stronger partnerships with eCommerce platforms will ensure its content remains visible even as consumers move away from traditional search results.
Trustpilot also expects its long-term profitability to improve as AI platforms increasingly use its data. The company has projected that its operating margin could reach 30% by the year 2030, partly due to the growing demand for high-quality review content used by large language models.
Surge in Traffic From AI-Based Search Tools
Changes in online traffic patterns already suggest that AI is becoming a major source of referrals. According to data cited in the Bloomberg report, click-through traffic coming from AI-powered search tools increased by 1,490% over the past year. One of the key reasons for this growth is the decision by Google to introduce AI-generated answers as a default feature in its search experience.
Research from analytics firm Promptwatch also showed that Trustpilot ranked as the fifth most cited website globally inside ChatGPT during January 2026. This indicates that AI chatbots frequently rely on Trustpilot reviews when generating responses about companies and products.
Blair described large language models as a completely new distribution channel for Trustpilot’s content. Instead of users visiting the site directly, reviews are now being surfaced inside AI-generated answers, which is increasing both exposure and referral traffic.
Big Tech Builds AI Shopping Ecosystems
The rise of AI commerce is not limited to search engines. Several major technology companies are developing integrated AI shopping systems that allow users to browse and purchase products without leaving a chatbot interface.
In February 2026, Amazon and OpenAI announced an agreement to deploy generative AI systems on Amazon Web Services using customized models designed for Amazon’s consumer applications. The collaboration includes both infrastructure support and model development, with the goal of improving Amazon’s AI-powered shopping experience.
Meanwhile, Walmart has partnered with Google to allow customers to purchase products directly inside the Gemini chatbot. Similar agreements exist between Google and Shopify, enabling merchants to sell items through AI conversations rather than traditional websites.
Shopify has also introduced its Universal Commerce Protocol, which allows AI agents to access product listings, check availability, and complete checkout without sending the user to an external store. This keeps the entire transaction inside the AI interface, which benefits the platform hosting the chatbot.
AI Checkout Systems Reduce Direct Website Visits
Another example of this trend is the collaboration between Microsoft and PayPal on Copilot Checkout, which allows purchases to be completed directly inside AI assistants. These systems reduce the need for consumers to visit individual retailer websites, which could significantly change how online marketing works.
Shopify has described the future of online retail as “agentic storefronts,” where buying and selling happens inside AI conversations. In this model, AI agents act as intermediaries between customers and businesses, handling product discovery, comparisons, and payment processing.
For marketing teams, this shift creates both risks and opportunities. While companies may lose some direct customer data when purchases happen through third-party AI platforms, they can still generate revenue by participating in these new ecosystems.
Amazon Protects Its Platform From Unauthorized AI Access
Not all companies are comfortable allowing outside AI agents to access their systems freely. Reports from The Wall Street Journal indicate that Amazon has been restricting unauthorized AI tools from scraping its website, while also developing its own AI assistant to keep control over customer data and advertising revenue.
This approach reflects growing competition among technology companies to own the AI shopping experience. Whoever controls the interface where consumers make decisions also controls valuable information about user behavior.
Trustpilot Says Reviews Remain Valuable in the AI Era
Despite these changes, Trustpilot’s leadership believes that user-generated reviews will remain important regardless of how purchases are made. Blair argued that consumers will always have real experiences with businesses, and those experiences will continue to generate feedback that AI systems need in order to provide trustworthy recommendations.
He described Trustpilot’s database of reviews as a long-term asset whose value is increasing as AI models require more reliable sources of information. Even if users no longer visit review sites directly, the content can still influence buying decisions when it is included inside AI responses.
Market Reaction and SaaS Concerns
Trustpilot’s share price was affected recently by a broader decline in software stocks. The drop followed speculation in the technology industry about whether AI could reduce the need for traditional software-as-a-service platforms. Some analysts linked the concern to comments made by the AI company Anthropic, which suggested that future AI tools could replace parts of the SaaS ecosystem.
Although the long-term impact is still uncertain, many companies are now adjusting their strategies to ensure they remain relevant in an AI-first internet.
Consumers Are Starting Their Shopping on AI Platforms
A recent report from PYMNTS Intelligence titled How AI Becomes the Place Consumers Start Everything found that more shoppers are beginning product research directly on AI platforms instead of search engines. Users often refine their prompts step by step, allowing AI assistants to narrow down options until the final purchase decision is made.
This behavior is very different from the traditional model of typing multiple search queries into a search engine and visiting several websites before buying. As AI tools become more accurate, they may become the primary starting point for online shopping.
A Shift That Could Redefine Online Commerce
The rapid growth of AI-driven search and shopping is forcing companies across the digital economy to rethink their strategies. Review platforms like Trustpilot want their data to remain visible inside AI answers, retailers want to keep control of customer relationships, and technology companies are racing to build the dominant AI interface.
If current trends continue, the future of online commerce may depend less on search engine rankings and more on which platforms AI assistants choose to trust. For Trustpilot, this shift could turn its massive review database into one of the most valuable resources in the AI-powered internet.