AskNicely has launched an AI review-routing product for multi-location service businesses, the latest addition to its NiceAI suite.
Called Review Routing Agent, the tool automates review requests after a customer submits survey feedback and directs customers to selected public review platforms. It works within AskNicely's existing survey flow, with no separate email campaign or follow-up from frontline staff required.
The launch comes as service businesses face growing pressure to manage their presence across multiple review sites rather than rely on a single destination. Public reviews now influence not only direct customer decisions but also how businesses appear in AI-driven search and recommendation tools that draw on publicly available feedback, AskNicely said.
Businesses can set rules to divide review requests between platforms such as Google, Yelp and Facebook. Those rules can also be adjusted by location, region, performance or gaps in platform coverage.
For operators with large store networks, the agent attributes each published review to the correct branch and team member. The feature is aimed at businesses that track customer feedback and staff performance at a local level across dozens of sites.
"Reputation has always mattered in services," said Tony Ward, Chief Executive Officer of AskNicely.
"What's changed is where reputation lives. Reviews are now a visibility signal, not just a credibility signal. Review Routing Agent was built so businesses are visible on all of the review platforms important in their industry," Ward said.
Platform spread
AskNicely framed the launch around a broader shift in online discovery. Buyers are increasingly starting searches inside AI tools, which use public review data to generate recommendations, making a broad spread of reviews more important for service brands, the company said.
That has raised the stakes for businesses with fragmented review profiles. A company with strong feedback on one platform but little visibility on others may struggle to appear consistently where potential customers are searching.
Review Routing Agent is designed to address three areas that have traditionally made review generation difficult: timing the request, managing distribution across platforms and securing compliance from frontline teams. Once rules are configured, the system handles those tasks automatically, according to AskNicely.
The software joins Dynamic Surveys, Insights Agent and Response Agent in AskNicely's NiceAI line-up. Each tool covers a different part of the customer experience process, from gathering feedback to identifying trends, handling at-risk customers and encouraging public reviews.
Early results
AskNicely cited early results from a large North American shoe retailer that adopted the platform. Within 30 days, the retailer improved its Trustpilot rating from 2.7 to 4.6, while Google review volume rose 161% and the chain sustained a 4.7-star average across its stores, according to the company.
The figures suggest review management remains a significant operational issue for multi-site service brands, especially where customer satisfaction data exists internally but is not converted into public-facing feedback.
AskNicely said its platform is used by more than 1,000 service brands globally. The company focuses on businesses operating across multiple locations that need a consistent way to collect customer sentiment and act on it at scale.
Ward said the company sees public trust as central to growth in the service sector and argues that review visibility is becoming part of that equation as AI-based search tools expand.
"Service businesses run on trust," Ward said.
"Our job is to make it easier for them to earn that trust publicly, at scale and in every place their customers are looking. That increasingly means AI search. Review Routing Agent makes it easy for a business to increase its visibility in an automated way," he said.