AskNicely Launches AI Agent to Route Customer Reviews

AskNicely, a Portland, Ore.-based customer experience platform, on July 14 launched Review Routing Agent, the newest addition to its NiceAI® suite of agentic AI tools. The product automates the review request process, from triggering tasks to routing customers to whichever review platform needs them most, without manual effort from frontline teams.

The launch targets multi-location service businesses managing reputation across Google, Yelp, Facebook and Trustpilot. According to AskNicely, buyers increasingly begin searches inside AI tools that draw on public reviews to surface recommendations, making platform visibility a business-level concern rather than a branding exercise.

The company cited early results: within 30 days of adopting AskNicely, one large North American shoe retailer improved its Trustpilot rating from 2.7 to 4.6, while Google review volume increased 161% with a 4.7-star average sustained across its store network.

"Services businesses run on trust. Our job is to make it easier for them to earn that trust publicly — at scale and in every place their customers are looking," said Tony Ward, CEO of AskNicely. "That increasingly means AI search. Review Routing Agent makes it easy for a business to increase their visibility in an automated fashion."

AskNicely Review Routing Feature Breakdown

Review Routing Agent joins Dynamic Surveys, Insights Agent and Response Agent in the NiceAI® suite.

Capability	Description
Automated review requests	Triggers review prompts within the survey flow
Platform-level routing	Directs reviews to Google, Yelp, Facebook or Trustpilot by rule
Configurable distribution	Balances review volume by platform, region or performance gap
Location attribution	Attributes each review to the correct store and team member
In-flow experience	Presents requests post-survey without separate emails

Recent AskNicely News

AskNicely, founded in 2014, has undergone a strategic pivot under Ward, who took the helm in April 2025 after succeeding co-founder Aaron Ward. The company has shifted from passive survey reporting toward AI-driven action and reputation management. Ward, who previously led Xero Americas and held senior roles at Microsoft, Dropbox, LinkedIn and SurveyMonkey, has framed the evolution as solving a "response problem" rather than a data collection problem. AskNicely serves more than 1,000 service brands globally across healthcare, home services, financial services and legal.

Recent product momentum includes a March launch of Ask NiceAI, a conversational AI interface that lets managers query customer feedback in natural language and receive cited insights with action plans. That was followed in April by Reputation Manager, a module consolidating surveys, Google reviews, social channels and frontline conversations into a single workflow. AskNicely said positive reviews can reduce customer acquisition costs by up to 18%, Google reviews account for roughly 15.4% of SEO ranking, and strong reputations correlate with a 25% lift in retention.

Earlier groundwork included an October 2025 productized integration with Karbon to automate NPS surveys within accounting workflows. In June, AskNicely added two specialized AI agents: an Insights Agent delivering proactive CX summaries to Slack, Microsoft Teams and email, and a Response Agent drafting on-brand replies to customer feedback and Google reviews.

AskNicely Background

AskNicely provides an AI-driven customer experience platform aimed at mid-market to enterprise service businesses with distributed frontline teams. Headquartered in Portland, Oregon, with an additional office in Auckland, New Zealand, the company serves industries including healthcare, financial services, home services and travel.

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