More than half of consumers frequently check a retailer or brand’s reputation before making a purchasing decision, according to a report from Sogolytics titled “Beyond SEO: How Online Reputation Wins Business in the Age of AI,” released on December 4, 2025. The findings highlight the growing impact of artificial intelligence on consumer behavior, particularly regarding trust in brands and the channels through which they gather information.
As AI-driven discovery tools gain traction, the report reveals that one in five consumers regularly utilize platforms like ChatGPT, Google AI, or similar tools to research businesses. Additionally, 16% of consumers indicate that AI-generated recommendations significantly influence their final decisions. The reliance on technology for information is particularly evident in younger demographics, who are increasingly turning to social media platforms such as TikTok and Instagram for guidance, alongside traditional sources like Google reviews.
Despite the popularity of these channels, a considerable number of consumers remain cautious. According to the Sogolytics report, 71% of respondents still check Google reviews before deciding on a purchase. However, 38% express skepticism about the credibility of businesses that boast exclusively positive reviews. This skepticism is compounded by a widespread expectation—61% of consumers—that companies should demonstrate corrective actions following any negative incidents that may arise.
The report’s findings underscore a shift in consumer dynamics, illustrating how technology is reshaping perceptions of trust and credibility in the marketplace. For example, 13% of consumers interpret a company’s absence from AI search results as an indicator that it is “less established” or “less trustworthy.” This trend presents new challenges for businesses striving to maintain a favorable online reputation in an era increasingly influenced by AI.
As consumers navigate a landscape marked by evolving technologies, the significance of maintaining a robust online reputation grows ever more critical. Companies are compelled to adapt to these changing dynamics, ensuring that they not only engage effectively with consumers but also cultivate trust through transparency and accountability. Failing to do so could result in missed opportunities in a market that values reputation as much as product quality.
Looking ahead, businesses may need to refine their strategies to meet the expectations of a consumer base that is becoming more discerning. The integration of AI tools into their operations could offer new pathways for enhancing customer engagement and fostering trust. With the capability to analyze data and provide personalized recommendations, these tools could play a pivotal role in shaping the future of consumer-business interactions.
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