What's Happening?
The use of artificial intelligence (AI) by consumers to find local professionals has surged dramatically, with 45% of consumers now using AI tools for this purpose, up from just 6% a year ago. This shift, highlighted in BrightLocal's 2026 Local Consumer
Review Survey, marks one of the fastest changes in consumer search behavior. AI platforms like ChatGPT and Google AI Mode are leading this trend, with 31% and 23% adoption rates, respectively. Despite this rapid adoption, 88% of multi-location businesses remain misrepresented or absent from AI recommendations, posing significant visibility challenges. Professionals who have established an AI presence are more likely to be recommended, as AI systems provide synthesized answers based on authoritative content rather than a list of options.
Why It's Important?
The increasing reliance on AI for local business discovery has significant implications for professionals across various sectors, including legal, medical, and financial services. As AI becomes a primary channel for consumer decision-making, professionals without a strong AI-visible presence risk being overlooked in favor of competitors who have invested in building their AI authority. This shift necessitates a strategic focus on creating and maintaining a credible media footprint to ensure visibility in AI-driven searches. The trend underscores the importance of adapting to new technologies to remain competitive in the marketplace, as AI recommendations are increasingly trusted by consumers, comparable to online reviews.
What's Next?
Professionals need to act swiftly to establish their presence in AI-driven search results. This involves creating a sustained body of authoritative content that AI systems can learn from. The window of opportunity to become the go-to recommendation in a specific market or professional category is still open but closing rapidly. As AI continues to evolve, professionals must continuously update and expand their digital footprint to maintain visibility. The ongoing development of AI technologies will likely lead to further changes in consumer behavior, making it crucial for businesses to stay informed and adaptable.
