Yes. Reviews and third-party mentions can be extremely important for GEO because AI systems do not only look at what a business says about itself. They can also use the wider online consensus around that business. Every client we’ve ever worked with has strongly benefitted from external (and internal) reviews.

AI search is shaped by consensus

If many trusted sources say positive things about a brand, AI systems are more likely to reflect that positive picture. If review platforms, Reddit threads, YouTube videos or comparison articles repeatedly mention the same problems, that negative consensus can also influence how the brand is described.

Customer service becomes a visibility factor

This is why customer service now overlaps with SEO and GEO. A disappointed customer who feels ignored may leave negative reviews or post publicly about the experience. A disappointed customer who receives a helpful, fair response may never create that negative footprint. In an AI-search world, how a business handles problems can become part of its discoverable reputation.

Review responses matter

Professional responses to reviews are important. They show potential customers – and potentially AI systems – that the business listens, solves problems and takes feedback seriously. A thoughtful response to a negative review can sometimes build more trust than another generic five-star review.

Even negative reviews can be a very helpful learning experience – and remember, AI and ChatGPT etc will absolutely take your responses into account, too.

I reply to every question or review I can and make it a part of my working week. As you’ve probably noticed in your day to day life, great customer service is hard to beat. If AI thinks you take complaints seriously and are working hard to rectify problems, you can be sure they will tell your potential customers this, too.

Where to build trust signals

Useful trust signals can include Google reviews, industry directories, review platforms, testimonials, case studies, YouTube testimonials, local listings, comparison pages and positive mentions on relevant websites. For GEO, the goal is not to fake reputation. The goal is to make genuine customer satisfaction visible in the places AI systems and buyers are likely to look.

The AI Visibility FAQ contains more related questions on SEO, GEO and AI search. A GEO Audit can review how reviews, mentions and external trust signals affect your AI visibility.

As an extra bonus I would mention that building a page dedicated to your own truthful reviews is very helpful not only for agentic verification, but for customer trust signals. Check out these reviews of Found First as an example.

For more information, visit the FAQ on AI visibility, ChatGPT and GEO. If you want to bolster your search foundation first, see our SEO checklist for businesses page.