Trustpilot Targets AI-Driven Growth with E-Commerce Partnerships

TL;DR:

• London-listed Trustpilot is pursuing partnerships with major e-commerce platforms, positioning its review data as essential fuel for AI shopping agents
• Click-throughs from AI search grew 1,490% year-on-year, making Trustpilot the fifth most-cited domain on ChatGPT globally in January 2026
• The company expects adjusted EBITDA margins to reach 30% by 2030, up from 15.6% in 2025, and has launched a £22.5 million share buyback

Trustpilot is emerging as an unexpected beneficiary of the AI boom. The London-listed review platform reported that traffic from large language models has grown dramatically, with AI search click-throughs rising 1,490% year-on-year. CEO Adrian Blair told Bloomberg the company now wants to formalise that advantage through partnerships with major e-commerce players.

The AI Shopping Agent Opportunity

The logic is straightforward: as AI agents increasingly handle product research and purchasing decisions, they need reliable signals about business quality. Trustpilot’s database of consumer experiences represents exactly the kind of structured, trust-oriented data that shopping agents require. According to Promptwatch data, Trustpilot was the fifth most-cited domain globally on ChatGPT in January 2026 — a position the company intends to monetise through direct partnerships rather than passive citation.

Blair framed the opportunity around permanence. Regardless of how AI capabilities develop, consumers will continue to interact with businesses and record those experiences, making Trustpilot’s historical data increasingly valuable as AI systems grow more sophisticated.

Shares Recover After Software Selloff

The announcement sent shares up as much as 19% in early London trading, partially recovering from a broader selloff in software stocks triggered when Anthropic released an AI-powered legal tool in February. UBS analyst Hai Huynh had described the selloff as undervaluing Trustpilot’s AI-driven growth potential, calling it a “misunderstood AI winner.”

The company is targeting adjusted EBITDA margins of 30% by 2030, nearly double the 15.6% achieved in 2025, driven by both AI-related revenue opportunities and improved operating efficiency. It also launched a £22.5 million ($30 million) share buyback.

Looking Forward

Trustpilot’s trajectory illustrates a pattern worth watching for UK tech companies: businesses that hold large, structured datasets about consumer behaviour may find themselves newly valuable in an AI-mediated economy, even if they were not originally built as AI companies. The question is whether Trustpilot can convert its data advantage into durable commercial partnerships before competitors or the LLM providers themselves build alternative trust signals.