Trustpilot logo with a green star to the left of the word Trustpilot in black text.

Customer Stories

How Trustpilot scales fair, fast appeals with Unitary

Trustpilot is a leading global online review platform. Its core mission is to foster trust and transparency between consumers and businesses by providing an open, independent space for authentic customer feedback.

20%

of appeals fully automated

4x

faster decisions on remaining appeals

78%

reduction in human effort overall

“Unitary has allowed us to simplify our process and automate all the small tasks and checks that moderators were doing before, so we can focus on the parts of the process where human judgment and connection matter most.”
Smiling man with beard and glasses wearing a suit and tie.
Majuran Santhakumar
Senior Director of Trust & Safety Operations, Trustpilot

Challenge

Appeals increasing alongside rapid platform growth

Maintaining platform integrity is core to Trustpilot’s mission. That means protecting against fake reviews, fraud, and misuse, while ensuring every genuine customer has a voice.

This responsibility falls to Trustpilot’s Content Integrity Team, which uses proprietary detection engines to flag and remove suspicious reviews. When a user appeals a decision, each case goes through a rigorous, human-led review process to ensure a fair outcome. Agents will re-examine the original decision, assess evidence, and engage with the user.

As Trustpilot continued to grow, so did appeal volumes. Each case required around 11 minutes of manual review across multiple tools. With tens of thousands of tickets each month, the team faced increasing workload pressure. To continue delivering fairness, transparency, and trust at scale, Trustpilot needed a solution that could keep pace with rapid growth without compromising integrity.

Key requirements
As Trustpilot scaled rapidly, it needed a solution that could not only meet current demands but also lay the foundation for future growth. The solution had to:
  • Boost efficiency to speed up response times and reduce backlogs
  • Maintain fairness and accuracy at scale, across every decision
  • Handle complex workflows that span multiple tools and data sources
  • Leverage AI intelligently to automate routine tasks, while empowering human reviewers where judgment matters most

Solution

Intelligent automation that elevates human impact and scales efficiently

To address the growing volume of appeals, Trustpilot partnered with Unitary to deploy Virtual Agents: AI-powered systems designed to handle repetitive tasks, navigate complex workflows, and escalate to humans when needed.

Virtual Agents automate processes across tools

Virtual Agents act like human reviewers: logging into internal tools, pulling in relevant data, and following multi-step logic to process cases with high accuracy. They manage repetitive tasks and simple decisions end-to-end, escalating only the complex ones—ensuring speed without sacrificing quality.

Humans focus where their judgment matters most

By offloading repetitive, time-consuming tasks, Virtual Agents enable human moderators to zero in on what they do best: handling nuanced cases, applying thoughtful judgment, and engaging directly with users. The result is faster resolutions, more consistent decisions, and a better experience for agents and users.

Up and running fast with zero engineering effort

Virtual Agents connect to Trustpilot’s internal tools and Zendesk platform using secure agent logins, navigating systems just like a human reviewer. No custom integrations or engineering work were required, enabling a fast, seamless deployment with minimal lift from internal teams.

AI handles the workflow, humans make the decisions
Before
Handling time per review: 11 minutes

Agents were manually navigating multiple steps for each appeal: pulling data, checking conditions, making decisions, and executing steps across tools.

After
Handling time per review: 3 minutes

Virtual Agents streamline the process, automating the bulk of the workflow while escalating high-impact judgment calls to human reviewers.

RESULTS

Empowering moderators to deliver faster, higher-quality appeals decisions and better customer experiences

By automating repetitive tasks, moderators are freed up to focus on high-judgment, high-impact work—ensuring quality isn’t sacrificed for speed. This approach positions Trustpilot to scale exceptional customer experiences alongside company growth.

20%
of appeals fully automated

Simple appeals are now handled end-to-end, 24/7 — no human touch required.

4X
faster decisions on remaining appeals

For appeals that require human judgment, decision time is reduced from 11 minutes to 3 minutes.

78%
reduction in human effort overall

Reducing time spent on repetitive work lets moderators focus where their judgment matters most.

Start automating fast and grow
with confidence

See how Unitary’s Virtual Agents can transform operations, improve
productivity, and power safe, sustainable growth.
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