Google has dominated local search for over a decade. But with AI assistants answering more consumer questions, the dynamics of how people find local businesses are fundamentally shifting.
The Traditional Google Model
When you search "plumber near me" on Google, you see a mix of paid ads, a local map pack, and organic results. Businesses compete for visibility through reviews, citations, and SEO tactics. Consumers compare options and make their own decisions.
The AI Assistant Model
When you ask ChatGPT the same question, something different happens. Instead of showing options, the AI often provides a direct recommendation. "Based on your location, ABC Plumbing has excellent reviews for emergency services and typically responds within an hour."
The AI has already done the comparison. It's making the decision for the user.
What This Means for Businesses
In the Google model, you need to be visible so consumers can find and evaluate you. In the AI model, you need to be the business that the AI recommends.
This is a significant difference. Being one of ten results on Google is valuable. Being excluded from an AI recommendation means you're invisible.
The Trust Factor
Research shows that consumers increasingly trust AI recommendations. When ChatGPT says "I recommend X," many users take that at face value. They're not comparing five options - they're going with the AI's suggestion.
This creates a winner-take-most dynamic that's different from traditional search.
Adapting Your Strategy
Smart businesses are starting to track both their Google visibility and their AI visibility as separate metrics. They're asking: "Do we show up on Google?" AND "Does AI recommend us?"
The answer to these questions can be very different, and both matter.