G2 Joins Coalition for Trusted Reviews to Uphold Confidence in Consumer Reviews

There’s no denying that the rise of artificial intelligence (AI) has brought significant advantages. It streamlines tasks, analyzes data, and unlocks new forms of creativity. However, AI’s ability to generate content has also made it difficult to trust the validity of online information — whether it’s a photograph, an email, or a product review. In the world of B2B software, buyers now need signals they can trust more than ever. 

At G2, we have always strived to be that source of trust. AI often dictates the narrative in B2B SaaS, but we aim to provide authentic and valuable insights for both software buyers and sellers. 

Over time, we have made considerable progress in achieving this goal. From incorporating voice reviews to enhancing review moderation, we’re staying ahead of review industry changes and benchmarks for the 100+ million people who rely on G2 annually to make smarter software decisions.

And now, we’re taking that commitment even further. I’m excited to announce that G2 is joining the Coalition for Trusted Reviews. Alongside two other new members, the Better Business Bureau (BBB) and HolidayCheck, we are taking a formal step to strengthen, safeguard, and promote trustworthy consumer reviews. 

By joining the Coalition, we’ll be bringing tech-focused expertise to help advance best practices across the industry. We’ll be joining the existing members who helped blaze the trail: Glassdoor, Expedia Group, TripAdvisor, TrustPilot, Booking.com, and Amazon.

How G2 ensures trust

This new alliance builds upon the foundation of trust that we’ve established as a brand. As the world's largest and most trusted software marketplace — with more than 3 million verified reviews on our platform — we know that users trust the experiences of other users, which is why we prioritize the quality of reviews over quantity. 

Over the years, we’ve mastered our processes:

• Verifying every user on G2: We verify the identity of every user on G2 to ensure reviews come from real people.
• Data-driven assessment: We leverage over 43 data points to assess authenticity.
• Strict moderation: We vet every review with a consistent and strict guideline.

G2 has also evolved its guidelines to permit the use of generative AI in software reviews, recognizing that reviewers often use AI to refine and express their thoughts. The core commitment, however, remains to authenticity and real usage. 

AI-assisted reviews, where a genuine user drafts the content and uses AI only for polishing (such as help with grammar or flow), are always allowed. For AI-generated reviews, where AI writes the bulk of the content, they are now permissible only if the reviewer meets a strict verification standard (via Vendor Verified, LinkedIn Verified, or in-app submissions).

Since determining how a user utilizes AI is complex, G2 validates that the user is authentic and has genuine experience with the software, trusting them to use AI to convey their unique perspective effectively. This stance is part of G2's investment in AI tools, like our acquisition of unSurvey for conversational AI reviews, ensuring the platform remains a reliable source of real content.

To uphold the integrity of our marketplace, G2 also employs an extensive moderation process to vet all review submissions, as well as an appeals process to ensure we are honing our decisions and listening to our audience. This involves a combination of advanced third-party content detection tools, sophisticated algorithms, and an in-house team of trained human moderators. The technology scans and evaluates the user, usage, and content, helping detect fraudulent patterns at scale, which moderators then review alongside other factors to validate the authenticity of the review. 

This two-step approach, combining enterprise-grade technology with specialized human expertise, is essential for ensuring that G2 remains committed to providing users with genuine, trustworthy content that accurately reflects real-world software usage.

Remaining true to the needs of our customers

Our commitment to trust extends beyond reviews and into every feature we build to improve the buyer journey. We are constantly listening to our customers’ needs and launching innovative tools that make the complex process of software research easier and more reliable.

• G2 has the largest review syndication network in the industry, extending the G2 Review reach to millions of buyers wherever they are — including leading marketplaces from AWS, Azure, and Ramp. 
• We introduced G2.ai earlier this year as a way for buyers to begin their software search with a natural language prompt and discover the best fit through an AI prompt-driven exchange. 
• We also launched AI-assisted review collection via customer calls and meetings, so companies can now turn transcripts from customer conversations into high-quality, pre-filled G2 Reviews that are ready for review, approval, and publication. 

Joining the Coalition for Trusted Reviews is our latest step in demonstrating our unwavering dedication to providing authentic and trusted reviews. Together, we hope to continue to advance trust and industry best practices while collaborating with other leaders who share our commitment to trust and authenticity.

Moving forward to remain the most trusted software marketplace

Buyers trust G2 because we do everything possible to ensure authenticity. By joining the Coalition for Trusted Reviews, we are taking the next step in upholding that promise for the over 100 million people who use G2 annually to make smarter software decisions based on authentic peer reviews.