To tackle the phenomenon of fake reviews, Trustpilot has placed artificial intelligence at the heart of its strategy. In 2024, Trustpilot eliminated 4.5 million false reviews, which accounted for 7.4% of the 61 million reviews that had been posted on the platform that year. 90% of these were automatically intercepted using a combination of AI, machine learning, and neural networks, with an expenditure of more than $50 million. This is one of the findings from the Trust Report 2025, which was delivered in Milan by Nicoletta Besio, Trustpilot's general manager for Italy. Trustpilot was founded in Copenhagen in 2007, and it now has over 300 million overall reviews and 64 million monthly active users. Italy is one of the group's four strategic markets, alongside the United States, the United Kingdom, and the DACH area (Germany, Austria, Switzerland). In 2024, Italy recorded a 29% increase in revenue, a 26% rise in the number of reviews collected, and a 30% growth in new users. Finance and insurance (+25%), B2B services (+16%), electronics and technology (+26%), and the utilities industry all experienced significant growth, owing to energy market deregulation.