Customer reviews become a key battleground as AI revolutionizes product discovery

Brands are increasingly prioritizing a classic yet potent asset in the era of AI-driven search: customer reviews.

Platforms like Perplexity and ChatGPT are transforming how consumers find products online, with data indicating that these tools generate recommendations based on a wide range of inputs, from specific search queries to user-generated feedback.

When asked if reviews influence whether his products are suggested by AI agents, Eric Edelson, CEO of the direct-to-consumer tile firm Fireclay Tile, said, “One million percent.”

“Our reviews are really in-depth, which I think plays super well to [large language models],” he added. A quick test by Modern Retail found that ChatGPT lists Fireclay Tile as the “best DTC tile company in California, based on reviews.”

To improve their visibility in AI-generated search results, companies are now placing a greater emphasis on encouraging customers to share their feedback. In recent months, for example, the dog food brand Pawco began offering a $20 discount to customers who submit a review following their third order. Meanwhile, Edelson noted that Fireclay Tile has become “more deliberate” about soliciting feedback, utilizing personalized notes to customers and internal staff contests to boost review volume.

This shift is significant as more consumers rely on AI engines as trusted resources for product research. According to Stackline, ChatGPT users in the U.S. perform over 84 million shopping-related queries every week. “These AI engines are very, very good at doing web search and discovery for you,” Adam Brotman, a former Starbucks and J.Crew executive and the co-founder of the applied AI company Forum3, told Modern Retail. “They present you with an answer to your shopping questions — price and features and reviews — and save you time.”

Reviews serve as a vitalansparent than others regarding AI access to their data. In 2024, OpenAI reached an agreement with Reddit to “bring Reddit data to ChatGPT,” which includes user discussions about products and services. Conversely, as Modern Retail has reported, Amazon has quietly prevented OpenAI-related bots from crawling its site, including its review sections

Pawco, established in 2021, typically acquires new customers through paid advertising, Google, and referrals the company’s vp of growth. The brand specializes in fresh-food subscription meals and treats, such as salads and protein bars for dogs, and is currently launching a sub-brand called Genius Dog, which features monthly themes like “movie night” or “tea party.”

As Pawco seeks to expand its market share, gathering reviews has “definitely grown in importance,” Bouton said. “People don’t just switch their dog’s food unless they really trust [the product],” he explained. “So, reviews in that realm have become important to us. … And, in the last six months, AI search optimization has become a big focus of what we’re trying to unlock, especially as a smaller brand who’s fighting against bigger brands.”

Pawco has also discovered that the timing of review requests is critical. The company avoids asking for feedback immediately, recognizing that both pets and owners require several weeks to adapt to the products and observe results. Typically, Pawco requests reviews after two weeks for individual orders, or after three reorder cycles for subscription customers.

The $20-off incentive at Pawco is only available after a customer receives their third order. “We figure if someone has stuck with us for three orders, it shows our investment and their loyalty,” Bouton said. While the company “definitely wouldn’t have been offering that $20 off” two or three years ago, he noted, “We’re a lot more focused on reviews as being a core part of our strategy.”

Nik Kacy, owner of a gender-free footwear and accessories brand, also views reviews as essential for expanding brand reach. “We send out automated requests for reviews,” they told Modern Retail. “I definitely try to tell folks [to write a review], because I don’t really have an ad budget. Everything’s by word of mouth.”

At Pawco, customers have reported discovering the brand by searching for terms like “best food for dogs with allergies” on AI-powered search engines. “We’ve seen our first orders coming in and growing month over month, from ChatGPT and other AI search platforms,” Bouton said. “That’s where consumers are discovering brands now, the same way they used to be discovering brands on Google.”

Customer reviews are essential but relatively rare in the design industry, according to Fireclay Tile’s Edelson. The company serves a diverse clientele ranging from homeowners to major corporations like Starbucks and Salesforce.

“Reviews are insanely powerful, and they add credibility and assurance,” Edelson said. However, he noted that compared to sectors like the restaurant industry, reviews “don’t happen as much” in interior design and construction. “Professionals [like contractors or interior designers] are less likely to leave reviews,” he said. “And for homeowners, [a remodel] is such a drawn-out experience that, by the time they finish, … it’s the last thing on their mind. We have to encourage people to post reviews.”

Aware that AI engines rely on these reviews, Fireclay Tile is intensifying its efforts to collect them. “I’m kind of obsessive about asking for the review,” Edelson joked. The company utilizes a Slack channel named #ClientSuccess where sales staff share positive customer stories. “My response is, ‘Awesome! Please ask for a review,’” Edelson said. He personally writes to customers to request feedback, and the company occasionally makes charitable donations to organizations like the national parks in exchange for a review.

Internally, Fireclay Tile incentivizes employees to solicit reviews through various contests. Following the acquisition of the countertop installation firm Fox Marble, the company offered staff members $25 for every five-star review they secured. Edelson also tracks competitor ratings in a spreadsheet to monitor how Fireclay Tile compares.

Brands are realizing that the location of these reviews is just as important as the content itself. While companies highlight reviews on their own websites and social media, AI search engines are increasingly pulling data from public forums like Yelp or Tripadvisor. Edelson noted that this represents a shift back to the digital landscape of 10 to 15 years ago, prompting his company to encourage reviews across various platforms to increase the likelihood of being featured.

“We have this incredible rich content on our site that LLMs are seeking, but also, the Reddits and Googles are very powerful again,” Edelson explained. “So, we’re always bouncing back and forth trying to get people to leave multiple reviews in different places. We’re just trying to find the wins, where we can.”