Forty-five per cent of consumers now use ChatGPT or similar AI tools for local business recommendations, up from 6% a year earlier. That finding comes from BrightLocal's Local Consumer Review Survey 2026, a study of 1,002 US adults. UK behaviour will differ in detail, but the direction is the same: a growing share of your future customers will ask an AI assistant before they ever see your website.
This guide explains what has changed and what a salon, gallery, estate agent, restaurant, dealer or consultancy should do about it.
What the data shows
| Finding | Source |
|---|---|
| 45% use generative AI for local recommendations, up from 6% | BrightLocal, 2026 |
| 71% use Google to find local businesses, down from 83% | BrightLocal, 2026 |
| 97% read reviews for local businesses | BrightLocal, 2026 |
| 47% will not use a business with fewer than 20 reviews | BrightLocal, 2026 |
| 80% are more likely to use a business that responds to all reviews | BrightLocal, 2026 |
| ChatGPT reached 900 million weekly active users | OpenAI, February 2026 |
| Users clicked a link inside an AI summary in about 1% of searches studied | Pew Research Center, 2025 |
| AI Overviews correlate with a 58% lower click-through rate for the top organic result | Ahrefs, December 2025 data |
Two conclusions follow. Google is still the main route, so traditional local search still matters. And fewer searches end in a click, so being named in the answer matters more than being listed beneath it.
How AI tools decide what to say
AI assistants do not rank pages the way a classic results page does. They assemble an answer from sources they can read and trust: your website, review platforms, directories, news coverage and other sites that mention you.
Three things raise your chances of being named.
- Clarity. Your site states plainly what you do, where, for whom and at what price.
- Consistency. Your name, address, services and hours match everywhere they appear.
- Corroboration. Independent sources say the same things about you: reviews, listings, press, partners.
No trick or tag guarantees inclusion. Treat anyone selling a secret method with caution.
Step 1: get the basics complete
Fill in every field of your Google Business Profile: categories, services, attributes, hours, photographs and a description written in ordinary words. Do the same on Bing Places and Apple Business Connect, since different assistants draw on different indexes.
Check your details on the main directories for your sector. Fix every mismatch. An old phone number on one listing undermines the rest.
Step 2: build a steady flow of reviews
Reviews now do two jobs. People read them, and AI tools summarise them.
Ask every satisfied customer, at the same point in the journey, with a direct link. Aim for a steady weekly trickle, not a burst. Spread requests across Google and one or two platforms that matter in your sector.
Reply to every review, briefly and specifically. With 80% of consumers favouring businesses that respond to all reviews, it is among the cheapest marketing you can do.
Never buy, incentivise without disclosure or write fake reviews. It is unlawful under UK consumer law and platforms remove them.
Step 3: write pages that answer real questions
AI tools quote clear answers. Write for the questions customers actually ask.
- One page per service, with what it is, who it suits, what it costs and how long it takes.
- One page per location you serve.
- A question-and-answer section in natural language on each page.
- Facts, figures and dates stated plainly, with the date last updated.
Put the answer in the first sentence under each heading. Long introductions get skipped by people and machines alike.
Step 4: add structure
Ask your web developer to add schema markup for your business type, services, reviews and frequently asked questions. It helps search engines and assistants interpret the page correctly. Make sure the site loads quickly and works well on a phone.
Step 5: earn mentions elsewhere
Independent mentions carry weight. Local press, trade bodies, supplier and partner pages, event listings, podcasts and guest articles all count.
Pick three realistic targets a quarter. A feature in a local business publication, a profile on your trade association's site and a partner page that links to you.
Step 6: test it yourself
Once a month, ask three AI assistants the questions your customers would ask. "Who is the best independent estate agent in [town]?" "Where can I get a facial for sensitive skin near [area]?"
Note whether you appear, what is said and which sources are cited. Then work on those sources. If a directory with outdated information is being quoted, fix that listing first.
What to measure
Traffic alone is now a poor guide, because many searches end without a click. Track enquiries, calls, direction requests and bookings, and ask every new customer how they found you. Add "an AI assistant" to the options.
Keep perspective
AI search rewards the things that made a business trustworthy before it existed: clear information, real reviews and a good reputation among people who know your field. Build those and you are visible wherever the customer looks.
FAQs
How do I get my business recommended by ChatGPT? Make your information clear and consistent across your website, listings and review platforms, and earn independent mentions. There is no guaranteed method.
Is traditional SEO still worth doing? Yes. Google remains the most-used route for finding local businesses, and the same foundations support AI visibility.
How many reviews does a small business need? BrightLocal found that 47% of consumers will not use a business with fewer than 20 reviews. Aim beyond that and keep them recent.
Do AI Overviews reduce website traffic? Studies by Pew Research Center and Ahrefs both found lower click-through rates when an AI summary appears.
Sources
- BrightLocal: Local Consumer Review Survey 2026
- Elev8 Operations: AI search statistics for local businesses 2026
- Aristral: SEO and GEO/AEO statistics 2026, including Pew and Ahrefs findings
- Reporter Outreach: AI search statistics 2026
Next step: read practical AI for SMEs, or take the MaverX Growth Score to see where AI can pay in your business.