Is ChatGPT Taking Over Review Sites?

Consumers are increasingly turning to AI chatbots like ChatGPT for recommendations on financial products, such as credit cards, instead of traditional review sites like NerdWallet or The Points Guy. These AI tools provide quick, definitive answers, bypassing the need for lengthy comparisons and reviews, which has led to a decline in traffic and revenue for review sites. The shift has been exacerbated by AI-powered search features from major search engines, which have significantly reduced traffic to online publishers. This trend poses challenges for review sites, whose business model relies on affiliate links, as consumers now often go directly from an AI-generated recommendation to a brand’s checkout page. For consumers, this change offers more straightforward recommendations, though it raises questions about the sources of AI’s information. For brands, it creates a new competitive landscape where visibility on AI platforms becomes crucial. The focus is shifting from optimizing for search engine rankings to ensuring AI systems are well-informed about a brand, fundamentally altering the digital marketing journey. As browsing behavior changes, the traditional role of review sites is becoming obsolete, with AI offering a more efficient path from inquiry to purchase.