Bull, Bear & Beyond – Trustpilot: executive interview

In this interview, Adrian Blair, CEO of Trustpilot, discusses the three main drivers of the company’s recent momentum: a greater focus on larger enterprise customers, continued progress in the US, which remains its fastest-growing market, and stronger demand as Trustpilot reviews become more visible in large language models, to the extent that Trustpilot was the fifth most cited domain on ChatGPT in January. He emphasises the importance of trust and governance on the platform and discusses how Trustpilot is using AI to detect suspicious patterns and remove fake reviews while maintaining a clear separation between commercial decision-making and content oversight. Blair argues that open customer feedback is becoming more strategically valuable for businesses, both as a tool for operational improvement and as a way to improve visibility in AI-driven discovery. He also points to scope for further margin expansion, supported by product development efficiencies and ongoing scale benefits.

Trustpilot is an open review platform that brings consumers and businesses together through customer feedback. It operates a freemium subscription model, offering paid tools that help businesses collect, analyse and showcase reviews, while supporting consumers with independent, transparent information to inform purchasing decisions.

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About Bull, Bear & Beyond: Each episode features candid conversations with senior executives and from our own team of experts from across industries, exploring strategy, innovation, and the opportunities shaping their markets and 60-second pieces are a compressed summary of content designed to convey our message in a single, easily shareable hit.