Trustpilot Group Plc is repositioning its role within the AI economy, with management indicating that partnerships with major e-commerce platforms could be the next phase of growth. CEO Adrian Blair stated that as AI agents increasingly handle online shopping decisions, access to reliable commercial data may become a key differentiator, making Trustpilot's review database a valuable input layer. The company is leaning into the idea that AI-driven commerce may depend on trustworthy, experience-based data, which could position its platform closer to the center of the digital purchasing process.

Early signals suggest this shift is already producing results. Trustpilot reported a 1490% year-over-year increase in clicks originating from AI searches, and according to Promptwatch data, its website was ranked as the fifth most frequently cited domain globally on ChatGPT as of January 2026. Management anticipates that this growing visibility, combined with operational leverage, will support significant margin expansion, with adjusted EBITDA margin projected to reach 30% by 2030, up from 15.6% in 2025. The company has also initiated a £22.5 million share buyback program, reinforcing the view that current conditions may support long-term value creation.

Prior to this strategic positioning, the stock had faced pressure amid concerns that generative AI tools could disrupt traditional business models, dragging the company into a broader software sell-off. While some investors initially viewed AI as a headwind, the company believes the opposite may be happening, as its historical dataset of consumer experiences becomes increasingly important for large language models. UBS previously described Trustpilot as a "misunderstood AI winner," suggesting the market may not yet fully reflect the potential upside from its evolving role in the AI ecosystem.