HERNDON, VA – October 2025 –  Sogolytics, the cloud-based feedback and experience management platform, today announced its latest research study, Beyond SEO: How Online Reputation Wins Business in the Age of AI, which explores how artificial intelligence is transforming the way consumers evaluate businesses and make purchasing decisions. 

Based on a nationally representative sample of 1,198 U.S. adults, the report finds that more than half of consumers check reputation “often” or “always” before engaging with a new business. At the same time, the rise of AI-driven discovery tools is reshaping which voices and platforms consumers trust most. 

Key findings include: 

AI is gaining ground as a decision driver: One in five consumers regularly use ChatGPT, Google AI, or similar tools to research businesses, and 16% say AI recommendations most influence their final choices. 

Google remains the top trust source — but not unchallenged: 71% check Google reviews before deciding, yet younger adults increasingly rely on TikTok, Instagram, and AI-based discovery channels. 

Trust depends on authenticity: 38% of consumers question credibility when all reviews are positive, and 61% expect businesses to show proof of corrective action after a negative incident. 

Visibility matters: 13% of consumers interpret the absence of a business from AI results as a sign it is “less established” or “less trustworthy.” 

The study also highlights emerging risks for brands in the age of algorithmic memory. Negative viral stories, once fleeting, can persist indefinitely through AI summaries. Nearly three-quarters of consumers report that a viral negative post affects their trust at least somewhat, underscoring the long tail of reputational impact. 

About the Report 

The research was conducted by Sogolytics’ in-house research team in 2025 through an online survey of 1,198 U.S. adults using Sogolytics’ own survey, distribution and analytics reporting technology. The research was designed with age quotas aligned to U.S. census data. The study measured consumer behaviors and attitudes toward online reputation, trust in reviews, and the role of AI in shaping decisions across industries including retail, hospitality, and professional services. 

The full report, Beyond SEO: How Online Reputation Wins Business in the Age of AI, provides a comprehensive view of how reputation management is evolving and offers data-driven recommendations for organizations seeking to build trust in both digital and AI-driven environments.