Trustpilot’s Strategic Partnership with Major Model Vendors

Trustpilot Pursuing eCommerce Partnerships Amid AI Shopping Surge

Trustpilot is actively seeking collaborations with major eCommerce companies as the use of AI-driven shopping experiences continues to grow in popularity.

During an interview with Bloomberg News [paywall], CEO Adrian Blair highlighted the importance of providing AI agents with comprehensive business information. He emphasized the significance of datasets like those maintained by Trustpilot for the development of efficient systems and expressed the company’s intention to partner with leading eCommerce platforms to leverage its data effectively.

Trustpilot has set a target for its operating margin to reach 30% by 2030, with advancements partly attributed to the utilization of its content by LLMs. Recent data from Bloomberg indicates a notable increase in click-through rates from AI-driven searches, driven in part by Google’s adoption of AI search as the default option.

According to insights from Promptwatch, Trustpilot ranked as the fifth most referenced domain globally within ChatGPT in January of this year.

Blair noted the emergence of large language models as a new avenue for Trustpilot’s content visibility, observing a rise in exposure and referral traffic from algorithms based on LLM technology.

In February 2026, a strategic partnership was announced between Amazon and OpenAI to deploy genAI systems on AWS using customized models tailored for Amazon’s consumer-facing applications, encompassing infrastructure provision and model development.

Another notable collaboration involves Walmart and Google, enabling users to make purchases within the Gemini chatbot. Google has similar arrangements with Shopify and other retail entities.

Shopify’s Universal Commerce Protocol facilitates AI agents in accessing product data and completing transactions directly within the platform, ensuring seamless user experience without the need to navigate to external retailer sites. Microsoft’s Copilot Checkout initiative with PayPal follows a similar pattern.

Shopify has actively pursued partnerships, including with Microsoft, allowing merchants to conduct sales via chatbot interfaces. Recent updates from Shopify highlight the concept of “agentic storefronts,” where transactions occur within AI interactions. While concerns exist regarding the loss of direct consumer data, the revenue generated through AI platforms helps offset these considerations for marketing professionals.

Amazon has taken steps to limit unauthorized access by third-party AI agents to its platform, developing its assistant to maintain control over user data and advertising revenue, as reported by the Wall Street Journal.

Adrian Blair emphasized in the Bloomberg News interview that user-generated reviews remain valuable regardless of AI involvement in the purchasing process. He emphasized that consumer interactions with businesses will persist, underscoring Trustpilot’s expanding dataset of reviews as a valuable long-term asset.

While Trustpilot’s shares were impacted by a broader decline in software stocks recently, sparked by speculation around the future of SaaS platforms, the company remains focused on its strategic goals.

The latest report from PYMNTS Intelligence, “How AI Becomes the Place Consumers Start Everything” [email wall], describes a shift in consumer behavior towards initiating product research and shopping activities on AI platforms, refining search queries iteratively rather than through traditional methods.

(Image source: “E-Commerce Visa (Test tamron 17-50 2.8)” by Fosforix is licensed under CC BY-ND 2.0.)

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