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Between Google’s algorithm updates focused on pivoting from expertise to experience, to consumer surveys showing 92% of customers trust influencers and peers over traditional advertising, its no secret that User-Generated Content is taking over the world.For example, while AI has got all the hype in the world, recent surveys show 78% of marketers rate UGC as “important or extremely important” to their strategies, while only 28% view AI-generated content as important. And this is where it get’s interesting. Because while marketers may not value AI-generated content, how much UGC is actually created by a person? Some estimates say AI-generated content that looks user-generated may soon overtake human-created content. But as with any overhyped trend, consumers are becoming more savvy, valuing ‘messiness’, a unique brand voice and less polished content to denote authenticity. Still, brands seem determined to put this to the test, as our In The News section will show. But you don’t have to. There is plenty you can do to keep it 💯 while leveraging content you may not even realize you have.
Read on to learn how >>
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For all the reasons mentioned above and one I left out--AI fatigue. 45% of GenZ and 44% of Boomers oppose the use of AI in advertising. Reviews, authentic user videos, personal experiences--they put us back in touch with the human connection of commerce. And for a minimal time investment, you can show that that matters to you and your brand. And soon, it will matter to your customers too. 
› A link database you can use to connect your customers directly to Google to leave a review--right along with their confirmation email.
› A unified post-purchase flow that capitalizes on a moment of brand love--a customer's first purchase.
› Build a workflow that triggers on purchase by whatever means you choose.
› In order to collect reviews on Google, you need a Google Business Profile account so if you don't have one, create one.
› If you only have a few locations, this part will be easy. Go to your location on Google. If you are logged in, you'll see a button marked "Ask For Reviews." Once you have this link, skip ahead to the email step below.
› If you have multiple locations, export all from GBP and save to a Google sheet. Create three columns next to your business name and store code columns. Label them Google Maps link, PlacesID and Review link. In the Google Maps link column, paste this formula: ="https://www.google.com/maps/search/?api=1&query=" & ENCODEURL(A2 & " " & B2). Make sure to add the correct reference cells for your sheet.
› Next, create an Apify account and connect it to Zapier. Then, add an action to call the Google Maps Scraper linked here, and feed it with your newly-created Google Maps link.
› The scraper will return the PlacesID for your review link. Use this formula: ="https://search.google.com/local/writereview?placeid="&C2". Make sure C2 has your PlaceID. This link should take you directly to the review box.
› Now, create an email template that asks if the person enjoyed their purchase experience. If they select Yes, link them to your review link. If they say no, link them to a customer service form or chat. You can do this in Zapier automatically as well.
› One last thing: if you have multiple locations, you'll have to link your Google Maps link to the Purchase record. Luckily, you now have a fresh database to work from.
Consumers are getting more savvy. And while some brands are doubling down on AI, even hiring armies of hired influencers and AI agents to manufacture "genuine" usage experiences, these efforts will start to look dated fast as even more consumers start to pick out the telltale signs of AI. The more you can do to showcase moments of genuine customer satisfaction, the more you'll stand out.
We're on a mission! In 2026, JSC has a goal of a 40% mission-driven client roster. If you are a mission-driven organization, let's talk and see if you can take advantage of discounted rates and services in Q1 2026. ➡️ Let's Talk ➡️
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The latest Amazon Rufus updates prioritize customer reviews over brand-provided copy, forcing sellers to focus on real human feedback to maintain visibility. This shift cements User-Generated Content as the primary "ground truth" for the platform's AI-driven shopping experience. Learn more...
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The historic $55 billion deal to take Electronic Arts (EA) private signals a massive strategic pivot toward player-driven ecosystems and creator-led mods. The acquisition, backed by the Saudi PIF and Silver Lake, emphasizes the growing value of authentic community interaction over traditional game development. Learn more...
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By expanding its Bazaarvoice partnership, Unilever is embedding real customer voices into every digital touchpoint across 190 markets to counter "AI skepticism." The global giant is prioritizing human authenticity to build consumer trust through agentic commerce and marketing intelligence. Learn more...