In the age of AI-powered answers, visible credentials are the new currency of trust.
By Pete Blackshaw, CEO of BrandRank.AI and past chair of the former Council of Better Business Bureaus
Not long ago, consumers searching online would land directly on your website.
There, you could highlight your BBB Seal, showcase your values, and guide the customer journey on your own terms.
Today, AI-powered “answer engines” like ChatGPT, Google Gemini, and Microsoft Copilot are rewriting that playbook. Instead of sending traffic to your site, they crawl your content and deliver instant answers. That means credentials and third-party validations are more important than ever—because AI engines look for authoritative, structured signals of trust.
Here’s a real-world style fictional example, based on similar results that BrandRank.AI has seen in its research (this is not an actual result)
User asks ChatGPT: “Is Acme Plumbing a reliable company?”
AI-generated response:
“Yes, Acme Plumbing is a reputable business. They are BBB Accredited, maintain an A+ rating, and have been recognized for transparency and responsiveness. Independent sources such as Consumer Reports and verified customer reviews on Google highlight consistent service quality and professionalism.”
Notice how, in this fictional example, Accreditation appears alongside other trust signals, reinforcing credibility. That’s the new digital battleground, and it’s where BBB Accreditation can potentially pay dividends.
Why AI results matter for BBB Accredited Businesses
According to our research, consumers are asking engines questions like:
“What’s the best HVAC service near me?”
“Which roofing company can I trust?”
“Are there complaints about Company X?”
The answers are pulled from multiple sources: websites, reviews, news, and even forums. If your trust credentials aren’t visible and crawlable, your business risks being overlooked—or worse, misrepresented.
At BrandRank.AI, we see this daily: misinformation rising to the top, while reputable businesses remain invisible. For BBB, this is about expanding relevance. By ensuring that BBB Accreditation is recognized in AI discovery, BBB can extend its legacy of trust into the next generation of consumer engagement.
How AI chatbots crawl
AI engines prioritize answers over links. In our research, we have found that they reward:
- Clarity and structure – FAQ-style content beats jargon.
- Credibility signals – Accreditation, ratings, and transparent policies.
- Consistency – Mismatches across sites and listings reduce trust.
- Trustworthy sources – If you don’t say it clearly, bots may pull from less reliable voices.
This is why BBB Accreditation can no longer just be a seal on your site. It should be a structured, machine-readable trust signal. We’re working with BBB to create templates and tools that help to make this possible—so BBB Accreditation gets full credit in AI search.
The BrandRank.AI lens
We evaluate brand trust across three dimensions:
What BBB Accredited Businesses can do now
- Audit your digital footprint – Ask ChatGPT or Gemini about your company and see what they know, and make adjustments to your site as needed.
- Make BBB Accreditation crawlable – On your website, near your BBB Seal, include text like: “This business is BBB Accredited” and consider referencing the BBB Standards you’ve promised to uphold.
- Use Q&A formats – Mirror how consumers query engines when authoring your site. Have an FAQ and use Q/A in your text.
- Update content frequently – Outdated or inconsistent information erodes trust.
- Tell your trust story – Weave BBB Accreditation into your About Us, FAQs, and product pages.
The bottom line
AI chatbots are crawling your website now. They shape what consumers know about you, often without a single click to your homepage.
For Accredited Businesses, this is a chance to turn BBB credentials into a powerful competitive edge. Accreditation signals trust to consumers—and now, you want that to convey to the machines delivering answers on their behalf.
Finally, this isn’t just about the bots. Being “answer friendly” is a proven way to build trust with people. It signals respect and validates their voice. In essence, you have the potential to earn a double dividend: stronger visibility in AI and deeper credibility with the customers you serve.
About the author
Pete Blackshaw is the co-founder and CEO of BrandRank.AI and past chair of the Council of Better Business Bureau. A longtime advocate for consumer trust and accountability in business, he previously founded PlanetFeedback and co-founded the Word of Mouth Marketing Association. He is also the author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000 (Random House/Penguin), a book on brand credibility in the digital age.