This year, one story stands out above the rest: the rapid rise of AI. 

In this mini-report, we go beyond the findings of the main Local Consumer Review Survey with exclusive insights exploring how consumers are using AI for local business recommendations. You’ll learn who is using AI, which tools are most popular, how much consumers trust AI-generated recommendations, and what this all means for your local strategy.

"Consumers are looking for information in more places, more often."

Myles Anderson, Co-founder and CEO at BrightLocal

What’s incredibly clear is that businesses that operate with a ‘Google-only’ mindset are at high risk of missing out on customers and revenue. We’re seeing a 12% drop in consumers relying solely on Google for reviews, while platforms like TikTok, Apple Maps, and ChatGPT are seeing double-digit growth as business discovery platforms.

It’s not that consumers are abandoning Google. After all, usage of Google AI Mode and Gemini is surging. It’s that their journey from idea to purchase has become much more fragmented. They are looking for information in more places, more often.

Crucially, the likes of ChatGPT and other LLMs and AI search tools can’t see inside Google’s walled garden of reviews. If your reputation only exists on Google, you are effectively invisible to the millions of people using ChatGPT to find local services. To be successful now, you need a ‘Reviews Everywhere’ strategy. By building your authority across Google plus the specific sites where your customers and AI models actually spend their time, you ensure your brand is present and trusted at every possible point of discovery.

Online Reviews vs. AI Recommendations

Before we dive into the data, one quick note on how AI recommendations differ from traditional reviews. Review platforms like Google Business Profile or Yelp display reviews written by real customers, which typically include a star rating, user-supplied photos or videos, and an explanation of the person’s experience.

AI tools like ChatGPT, CoPilot, and Gemini work differently. When someone asks a question (or a “prompt”), these tools analyze information from across the internet and generate a tailored response. AI responses may include information from reviews, as well as local directories, businesses’ websites, social media, and other third-party sources, depending on the tool and the prompt. 

AI doesn’t “read” reviews in the same way humans do. Instead, it looks for patterns across multiple sources to quickly surface insights. While this makes it a powerful time-saving tool, recommendations aren’t always fully up to date, and key nuances from individual reviews can be lost. Even when sources are provided, the reasoning behind the results isn’t always clear. For this reason, AI works best as a starting point for discovery rather than a replacement for reading real customer experiences.

AI is changing how people find local businesses, but trust still drives decisions. For local businesses and marketers, getting to grips with AI’s role in reputation is essential for staying competitive in 2026.

Recommendations by ChatGPT

Recommendations by Google AI Mode

Recommendations by CoPilot

The Rise of AI in Local Recommendations

AI is no longer niche: it’s quickly becoming mainstream. 

In early 2025, Consumer Search Behavior data found that 40% of consumers actively use generative AI when searching online. Just 3% of consumers considered an AI platform as their default for local searches. 

Less than a year on, we’re already seeing significant growth in AI as a channel for local searches. Local Consumer Review Survey data finds that the proportion of consumers using AI to find local business recommendations has climbed from 6% in 2025 to 45% today. 

Until recently, early users deliberately sought out these tools, but as AI becomes more widespread and embedded in the platforms people already use, even more consumers are likely to embrace it as part of their local decision-making.

AI has grown quickly over the past year to become the third most used tool for local business recommendations, behind only Google and Facebook, and outpacing major players Yelp and TripAdvisor. 

At the same time, the use of Google reviews has slipped from 83% last year to 71%. Many are speculating that AI tools are shifting consumer behavior, contributing to significant declines in organic search traffic. It seems that these drops are causing a knock-on effect on the number of consumers using Google to read reviews. 

AI use for local recommendations varies by age. Adults aged 30-44 lead the way, with 64% having asked AI tools for a business recommendation in the past year. Those over 60 are the most cautious, with just 24% turning to AI for local business guidance.

Understanding which AI tools are most popular helps marketers prioritize where to focus visibility efforts. ChatGPT is the clear frontrunner among consumers, being used by 31% for business recommendations in the last 12 months. Following behind is Google’s AI Mode (23%), and then Gemini, another Google-owned tool. Microsoft Copilot and Claude fall behind, but are still being tested by consumers at a far higher rate than last year. 

Together, these trends show that AI is moving beyond early experimentation. With millions of consumers already turning to AI to discover businesses, being visible in these tools is quickly becoming as important as a strong presence in traditional search results. But, for AI to have a long-term impact, consumers need to feel able to trust its recommendations. 

Trust Levels Differ Between AI Natives and Skeptics

With AI usage growing rapidly, we wanted to understand how consumers really feel about recommendations from non-human sources. 

Among active AI users, nearly two-thirds (63%) trust AI tools’ recommendations, while only 10% express distrust. Trust is significantly lower among those who don’t use AI, with 53% saying they don’t trust its business recommendations.

Trust in AI tools is surprisingly high when compared to reviews. 

Despite online reviews being a normal part of consumer research for more than two decades, AI platforms are already being equally trusted by 42% of consumers. 64% of AI users trust tools like ChatGPT as much as reviews when making local business recommendations, though trust levels are much lower among those who haven’t yet tried AI. 

In the marketing world, there has been plenty of skepticism around the accuracy of AI tools, especially when some tools “hallucinate” facts or figures. It is always wise to fact-check AI insights, just as you would any data source. When used thoughtfully, AI can be a powerful tool to help both consumers and marketers make quicker, more informed decisions. It is not a replacement for strategic thinking, but a way to free up time to focus on the bigger picture.

Summaries Could be the Gateway to AI Adoption

AI can do more than recommend businesses; it can also condense customer feedback into easy-to-digest summaries. 

Tools like ChatGPT can generate full summaries of reviews in response to prompts, while platforms such as Amazon and Google are testing AI summaries of customer reviews. These summaries help consumers spot key themes and overall sentiment quickly, without having to read every review. But are these AI-generated summaries trusted to give an accurate picture of real reviews?

50% of consumers trust AI platforms to accurately summarize online reviews from real people. Among active AI users, this figure climbs to 71%. In fact, levels of trust in summaries are higher than those of AI recommendations overall, suggesting that the more these overviews are rolled out by review platforms, the more consumers may be willing to trust AI information in other places.

AI users appear to be generally trusting of AI review summaries, with only 9% not trusting the information given. People who don’t use AI are unsurprisingly less trusting, though they do appear to be a little more trusting of AI summaries than AI tools in general for local recommendations. 

Consumer behavior with AI-generated review summaries varies. 23% of people are happy to rely on just the summary when making a decision, while 59% check review profiles for more information. Just 18% skip over summaries entirely, showing they are already an important tool in the decision-making process.

A strong review summary can help consumers spot patterns and sentiment without having to read hundreds of reviews. However, details such as photos, specific experiences, and the date the review was posted may be glossed over. For consumers making a major purchase, it still pays to read full reviews to make sure nothing has been missed. 

This shift brings both opportunity and responsibility for businesses and marketers. AI summaries are shaped by customer reviews, making patterns in feedback more visible than ever. Taking a proactive approach to AI should make recommendations work in your favor. Ensure your business is visible for common prompts, check the accuracy of claims and correct information online where needed, and ask for reviews that highlight the qualities you want reflected.

Wary Consumers Fact-check Trusting AI Recommendations

AI has become a trusted source of local recommendations for many consumers. But this doesn’t mean people are blindly trusting the information.

Most AI users are careful to fact-check sources, with 88% of AI users checking to see if a review is legitimate (51%) or to see the source (37%). Just 12% don’t check AI sources, showing that even among early adopters, trust is still being built. 

97% of AI users sometimes double-check AI recommendations against real reviews. This suggests that for many, AI has become the first step in local business research rather than the final authority. 42% always check reviews on native review platforms, with others checking occasionally. Consumers still want to see the original context and feel sure that AI recommendations match the truth. 

For local businesses, this has clear implications. Consumers are actively visiting review sites to verify information. This means a weak or outdated review presence could damage trust at the decision stage. Responding to reviews, encouraging customers to add photos, and completing all parts of a review profile can make a real difference in guiding confident decisions. 

Why AI Should Matter to Local Marketers

This year’s Local Consumer Review Survey tells the story of moving consumer expectations around reviews, with AI acting as a key driving force behind this change. Overtaking long-standing review sources, AI is quickly becoming essential for local discovery.

Trust in AI recommendations is developing quickly, but most AI users continue to fact-check information by checking sources and reading real reviews. This means brand reputation, active review profiles, and accurate information are more important than ever. Marketers who understand how AI interprets reviews, citations, and business data will be best positioned to guide customers and improve visibility in 2026.

For agencies and marketers, this means shifting from tactical execution to strategic guidance. Businesses that aren’t appearing in AI recommendations will want to act quickly, and marketers have an opportunity to be the partners to help them ‘rank’. Local marketers are perfectly placed to step in as the reassuring expert: collecting reviews, improving visibility, and guiding businesses through this new era. 

[Space for Myles to add specifics of what marketers should do.]

AI is reshaping local discovery, and the pace of change is only accelerating. Explore BrightLocal’s AI Roadmap to see the tools BrightLocal is building to help marketers turn data into action. 

Methodology

The Local Consumer Review Survey 2026 was conducted using a representative panel of 1,002 US adult consumers via SurveyMonkey. To give the full picture of AI and online reviews in this report, some data has been cut to include only the 455 respondents who have used an AI tool for local business recommendations in the last 12 months (“AI users”).

Publications and individuals are welcome to use our research findings, graphics, and data, citing BrightLocal as the author and the page URL: https://brightlocal.com/research/local-consumer-review-survey.

With the 2026 Local Consumer Review Survey, we took a different approach. Instead of trying to find out how likely consumers are to recognize them, we wanted to find out what consumers think should be done about fake reviews.

Here, we break down the key findings on fake reviews and share what local marketers need to know to protect their reputation. 

No One Knows Who’s Responsible for Fake Reviews 

When it comes to fake reviews, one thing is clear: consumers aren’t sure who should take responsibility. 93% of people think someone should be responsible for detecting fake reviews, though accountability is split. Many consumers think multiple groups should share the load, with 50% thinking more than one group should act, and 5% believing review platforms, businesses, consumers, and officials should all share responsibility.

Consumers are most likely to think review platforms should be responsible for fake reviews. While review sites remove obvious fakes, realistically, they can’t catch them all.

Scammers are getting more sophisticated, using AI to create authentic-sounding reviews at scale, so the average review reader may have no idea if a review is fake. In the past, signs of a fake review were often easy to spot: poor spelling, nonsensical content, vague details, or unnatural writing styles. AI can smooth over these issues, making reviews look much more believable. 

Consumers expect businesses to be proactive. Fake reviews can mislead potential customers and put them off choosing your business. Even if a review looks clearly fake, failing to address it could make people think your business is inattentive or inactive. Taking responsibility and acting quickly helps maintain trust and protect your reputation.

Consumers Expect Consequences for Fake Reviews

Consumers take the integrity of online reviews very seriously. Fake reviews aren’t just a nuisance; they can make or break a sale without a customer ever getting in touch. And as AI-generated content spreads, consumers increasingly need to be aware of misinformation or risk being duped.

Nearly everyone agrees that businesses shouldn’t get away with fake reviews, with 97% thinking there should be consequences. Interestingly, people aged 18-29 are more likely than other age groups to think no punishment is needed, suggesting that younger consumers may be a little more lenient on fake reviews (or, just haven’t been burned yet!) 

Some are clear about what they want, while 68% favor multiple consequences. Just over half think businesses should lose customers naturally due to fake reviews, with consumers over 60 more likely to support this approach. 

Many consumers support bans from review platforms or Google search results, expecting platforms and search engines to protect the integrity of online information. Many review sites have strict guidelines against fake reviews, but complete bans are pretty rare. Losing access to these major marketing channels would be disastrous, and stricter enforcement could discourage businesses from using fake reviews.

A smaller but vocal group demands more severe consequences. 37% believe businesses should face financial penalties if caught. In the US, this is now a reality as the FTC’s Final Rule on Consumer Reviews made buying or posting fake reviews illegal, with significant fines for those caught.

16% of consumers favor a more hardline approach: criminal charges or jail time. While this isn’t supported legally, it does highlight how strongly some people feel about review integrity. Consumers aged 45-60 are particularly strict, as the most likely to support criminal consequences or the loss of a business licence. 

Past experiences also shape expectations. Consumers who have regretted spending more than $5,000 after relying on reviews are more likely to advocate for harsh punishments. Likewise, the most engaged review readers and writers also want the biggest consequences for fake reviews.

"Consumers have real concern and anger over fake reviews"

Myles Anderson, Co-founder and CEO at BrightLocal

While it’s encouraging that review usage remains so stable, we can’t ignore the growing undercurrent of consumer anger. In an era where it’s becoming harder to trust what we see and read, people are losing patience with the manipulation of reviews. They aren’t just wary anymore, they’re frustrated and, in many cases, truly angry.

The data shows a fascinating shift in where consumers lay the blame. They hold the big review platforms to a high standard, but they are increasingly turning their sights on the business owners themselves. When you see a significant number of people suggesting that generating fake reviews should be a ‘jail-able’ offense, you realize we’ve moved past minor annoyance. Consumers are calling for maximum penalties to protect the integrity of trust. As an industry, we have to recognize that while the value of reviews is cemented, the tolerance for bad actors has completely evaporated.

Local Marketers Need to Take Action

Businesses that actively monitor reviews are in a strong position to reduce the impact of fake feedback. 

This snapshot from the 2026 Local Consumer Review Survey shows that fake reviews are seen as more than a minor annoyance. Consumers expect accountability, and many place that responsibility firmly on the shoulders of businesses. So what should local marketers do?

1. Get informed and upskill

For businesses that aren’t in control of their fake reviews or unsure how to spot them, now is the time to learn with the help of BrightLocal:

• How to Spot Fake Reviews, and What to Do About Them 
• How to Tackle Fake Google Reviews
• How to Deal with Fake Yelp Reviews

These articles give in-depth advice on recognizing and tackling fake reviews, making them a great place to start. 

2. Start monitoring your reviews 

Regularly check all platforms for suspicious reviews. Make sure you’re signed up for email notifications so you don’t miss any new reviews. You can also monitor competitors’ reviews to make sure there are no fake positive reviews that could inflate rankings.

3. Track reviews using software

Investing in review management software can save time monitoring reviews for fake feedback. This is especially useful for businesses or agencies managing multiple locations that may miss reviews in a busy inbox. 

4. Speak to an expert

Businesses may want to consider investing in expert support from reputation management or local marketing specialists. These experts can help with review monitoring across platforms, flagging suspicious reviews, and managing the often complex reporting process. 

5. Respond to reviews

Consumers may not be able to spot clever fake reviews, so it’s important for businesses to stay on top of responding to them. Failing to act quickly can allow misinformation to influence potential customers, so responding publicly and quickly can help set the record straight until the review can be removed. 

6. Maintain integrity

Staying compliant and maintaining your integrity is essential. Even if jail time and widespread bans aren’t a reality right now, consumers view them very negatively. Avoid posting fake reviews at all costs; doing so risks damaging your reputation. You could also land yourself with a fine, so make sure you’re aware of the local laws affecting online reviews. 

7. Read the full report

Fake reviews are just one part of a healthy reputation. Discover how consumers are using reviews and what they expect from businesses by reading the full Local Consumer Review Survey! Packed with tips and benchmarks, it’s your guide to mastering reviews in 2026.

Each year, the Local Consumer Review Survey tracks the behavior of consumers around reviews, highlighting trends and insights that influence local businesses. It gives businesses the knowledge to adapt to shifts in online habits and create review profiles that consumers choose every time. 

This year, we’ve focused on how reviews drive consumer actions, from checking websites, review sites, and social channels, or by taking the leap right into purchase. 

We’ve also explored the burgeoning technology affecting the use of reviews. A surge in video channels, as well as the quick adoption of AI tools, is changing the way consumers use and trust reviews. But, what effect has this had on traditional review sites? The answer may surprise you.

The review landscape is shifting again. What does this mean for businesses, and how should they react? Let’s take a closer look. 

"Reviews are stable, sticky, and more important than ever."

Myles Anderson, Co-founder and CEO at BrightLocal

Looking at the data from our 2026 survey, what strikes me most isn’t a radical shift in consumer use and attitudes, but rather how remarkably stable and sticky the value of reviews has become.

Even in a world where people are more aware and more frustrated by the scourge of fake reviews, 97% of consumers still lean on reviews to guide their purchase decisions. It shows that the human need for peer recommendation is now a permanent, ‘cemented’ fixture of how we buy.

But while our need for reviews remains steady, the mechanics, processes, and strategy for developing a strong and robust reputation that delivers customers and growth has changed. 

We’ve moved past the era where reviews were just a nice-to-have ‘marketing tactic’. They’ve become an essential piece of evidence that your business is active, reliable. Also that it’s worthy of prominent visibility and citation within traditional Google search and LLMs like ChatGPT, and AI search.

Consumers Read Reviews More Than Ever, But How They Discover Them is Changing

Consumers are now more likely to read reviews, but the places they’re looking are shifting, with AI and video growing. Google’s dominance is slipping, but other review sites are picking up speed.

• 97% of consumers read reviews for local businesses
• The average consumer uses six different review sites when choosing businesses
• Google, Facebook, and AI tools like ChatGPT are most commonly used for local recommendations 
• Traditional review sites like Tripadvisor, Better Business Bureau, and Healthgrades are seeing a resurgence, while Google is losing popularity
• Consumers are increasingly turning to video-based sites for local recommendations

2 in 5 Consumers Read Reviews Every Time They Look for a Business

Reviews are a vital part of the business decision-making process, with 97% of consumers reading reviews online. 

In 2026, 41% of consumers “always” read reviews when browsing for businesses, a huge jump from last year (29%). 

Wider shifts may help explain why review-reading has become more important this year. The US economy grew more quickly than expected in 2025, after a slow start to the year following the USA’s introduction of significant tariffs for many countries. Businesses adjusted supply chains and, in some cases, passed higher costs on to customers.

At the same time as rising prices, many consumers have had to dip into savings to handle economic changes, and product quality has declined in many industries. For both big brands and local businesses relying on third-party suppliers, substandard goods can make consumers wary. With higher prices and lower quality, it makes sense for savvy consumers to do more research before choosing a business. 

Google is Losing Traction, but AI and Video Reviews are Picking Up Speed 

The Top Sites for Reviews in 2026

With consumers using an average of six review sites in 2026, relying only on the major review sites is no longer enough.

Google has always been the standout source for reviews, but this year its share has dipped from 83% in 2025 to 71%. Of course, Google is still far ahead of other platforms, but recent BrightLocal research found that just 35% of SMBs have a Google Business Profile, leaving many consumers unable to read or write Google reviews. 

Video platforms are on the rise, with YouTube, Instagram, and TikTok all gaining traction. These non-traditional reviews by both influencers and everyday users provide quick, visual, and engaging insights into businesses. TikTok’s Local Explorer Program mirrors Google Local Guides, highlighting the growing importance of non-traditional reviews for consumers. 

One key story this year is the growth of AI. You knew this was coming, didn’t you?

Use of ChatGPT and other generative AI tools for local recommendations has grown rapidly, rising from 6% last year to 45% and becoming the third most popular source of business recommendations.

However, it’s not just newer technologies that are experiencing growth; many traditional review sites are too.

Facebook, Tripadvisor, BBB, Apple Maps, Trustpilot, Healthgrades, Yellow Pages, and Angi all saw increased usage over the last 12 months. Apple Maps nearly doubled in usage from 14% in 2025 to 27%. It seems clear that for 2026, traditional review sites have nothing to worry about. 

One notable decline is local news sites, which fell sharply from 48% to 29%. This shift may reflect two linked trends: the accelerating closure of local newspapers, and the impact of AI overviews on falling search traffic. These sites still help reach local audiences, but declining use means businesses and consumers may risk losing them entirely if they don’t use them. 

Consumers Expect Higher Star Ratings and Recent Reviews

When deciding which business to use, consumers look far beyond the stars. The number of reviews a business has, the recency of its reviews, and the speed of the business owner’s response all affect trust. Understanding what matters most can help businesses focus their efforts where they count. 

• The most important review factor is consistent sentiment across multiple reviews 
• In 2026, consumers expect a higher star rating and more recent reviews than in previous years
• 47% of consumers won’t use a business that has fewer than 20 reviews
• 74% only care about reviews written in the last three months
• 31% of consumers will only use a business that has 4.5+ stars

Shoppers Care About Consistency, Positivity, and Recency

As a business owner, it may feel overwhelming to guess what customers want to see in your reviews. 

The most important factor is whether a review is backed up by others with a similar sentiment. Most consumers won’t be satisfied by a single glowing review. Instead, they look for consistent themes across reviews, whether that’s repeated praise for customer service or warning signs like regular complaints about cleanliness.

Beyond this, the most important review factors are that the review described is positive (46%), that the review was posted in the last month (44%), it has a high star rating (42%), and that the owner has responded to the review (37%). This reinforces that asking for reviews is an ongoing process. Consumers expect recent feedback and clear signs that businesses are listening. 

Consumers are least likely to care about a long, detailed review. When asking for reviews, remind customers it doesn’t need to take long—short and happy works perfectly!

How many reviews does a business need? Perhaps it’s more than you think…

47% of consumers won’t use a business with fewer than 20 reviews, and only 9% are willing to use one with five or fewer. 

The number of reviews signals credibility to potential customers. Most customers won’t base their decision on a single review: they want reassurance that a business consistently delivers a good customer experience. Even if they don’t read every review, a higher review count creates social proof and reduces perceived risk. 

For new businesses, collecting reviews from early customers is crucial. Nobody wants to be the first to take a chance, so showing that people have already trusted your business helps reassure potential customers.  

Does review recency really matter in consumer decision-making? Emphatically, yes.

Consumers expect reviews to be new, and in 2026, recency has become even more important to decision-making. 

18% of consumers are only swayed by reviews written within the last week. 32% look for reviews written in the last two weeks, a huge jump from last year (20%).

74% seek reviews written in the last three months. We get it: older reviews may no longer be relevant, especially if the business has changed staff, updated services, or improved customer service. 

For business owners, this means review collection should be continuous rather than occasional. Encouraging customers to leave reviews over time means your review profiles stay up-to-date and truly reflective of your business today. 

Star Ratings Keep Rising with Consumers Demanding Four or More 

92% of consumers care about star ratings when choosing a business, with the stars they require continuing to rise. 

Luckily for businesses, just 10% of consumers say they will only use businesses with a five-star rating, so there’s no need to sweat if you drop a few decimal places.

In 2026, 31% of consumers will only use a business with 4.5 stars or more. This is up from 17% last year, meaning a drastic increase in consumer expectations in just one year. Seven in ten (68%) will only use a business with four or more stars, up from 55% in 2025. 

With expectations rising sharply in just one year, a business that was acceptable in 2025 may now be seen as substandard. Businesses that don’t spend this year improving star ratings across review sites could see fewer customers through the door, while those sitting in the 4.5-5 star sweet spot could see a boost in footfall.

Reviews Drive Purchases, but Many Consumers Still Need More Evidence

Reviews affect the decisions consumers make and the steps they take toward a purchase. Some feel confident spending large amounts directly after reading reviews, while others continue researching using other channels before being ready to buy. 

• 85% of people are more likely to use a business after reading positive reviews, while negative reviews deter 77% of consumers 
• After reading positive reviews, 54% of consumers then check the business’s website
• Consumers are more likely to do more research (66%) than make a purchase or booking (34%) after reading a positive review
• 93% of consumers have made a purchase after reading reviews, with 27% spending over $1,000
• 70% of consumers have made a purchase they later regretted after reading reviews, with 14% regretting spending over $1,000

The Opinions of Strangers Make or Break Decisions to Use Businesses

For over 15 years, we’ve been tracking whether consumers trust reviews as much as personal recommendations. While trust in reviews has fluctuated over time, it still sits at a significant 49% today. That means nearly half of consumers place as much trust in the views of strangers online as they do in the people they know, underlining just how influential reviews remain in the decision-making process.

Reviews continue to play a powerful role in shaping trust and influencing decisions. A huge 85% of consumers say positive reviews make them more likely to use a business, while 77% say negative reviews make them less likely to choose one. This shows just how strongly reviews can sway opinion in either direction, reinforcing good experiences and amplifying poor ones.

Reviews Make 1/3 Ready to Buy, But Most Need More Research

While reviews can cause immediate purchases, the path to buying is often longer. We asked consumers which actions they were likely to take after reading positive reviews. Respondents could select multiple actions, so their path may vary depending on business type or what they’re buying.

Grouping these actions into ‘Research’ versus ‘Purchase’ steps shows that 66% of consumers do further research after reading a positive review, while 34% are ready to buy or make a booking. An online review is a great push in the right direction, but for many consumers, they need to be able to find out more about a business and its offering. Most consumers seek additional information: 37% go on to read more reviews, and 24% visit the business’s social media channels.

Consumers are most likely (54%) to visit a business’s website after reading positive reviews, up significantly from 32% when we last asked this in 2019. With just 40% of local businesses having a dedicated website, many consumers could be dropping off at this point in the funnel. Websites should be up to date, easy to navigate, aligned with customer reviews, and simple for customers to take the next step.

Reading positive reviews is enough for a significant proportion of consumers to feel ready to buy. Some visit the business location (31%), contact the business (20%), or make an appointment (20%).

Reviews Matter for Purchases Big and Small

For many consumers, reading reviews is a key part of the purchase journey. 93% of consumers have made a purchase after reading reviews. In many cases, purchases are relatively small, with half spending less than $500.

Reviews are not just for restaurants or tourist spots; consumers regularly rely on them for high-value purchases. In fact, 27% of consumers have spent more than $1,000 after reading reviews, with 13% spending over $5,000. 

Reviews Reduce Risk, But Don’t Eliminate It 

Despite reviews being highly trusted and used by consumers, reading reviews is not always enough to prevent buyers’ remorse. 70% of consumers have made a purchase they regretted after reading reviews. 

For 18% this was less than $50, but for many, the money wasted was significantly higher. 14% regret spending more than $1,000 after reading reviews, with 2% regretting spending more than $10,000.

Reviews can help consumers make more informed decisions, but they are not infallible. Fake or misleading feedback has the potential to cause significant financial consequences, even for careful shoppers. This reinforces why review authenticity matters as much as quantity. 

How a Business Responds to Reviews is as Important as the Review Itself

Consumers pay close attention to responses from business owners and expect replies almost immediately. Quick and personalized responses signal that a business cares about its customers, while ignoring reviews or responding with generic templates erodes trust. 

• Businesses that respond to every review are more likely to be used by 80% of consumers 
• 42% of consumers are unlikely to use a business that ignores its reviews entirely
• 89% of consumers expect business owners to respond to reviews
• 19% of consumers expect a same-day response to their review, while 81% expect a response within a week
• Templated or generic responses make 50% of consumers unlikely to choose a business

Each Review Needs a Response, but Generic Replies Do More Harm Than Good

80% of consumers say they’re likely to use a business that responds to all of its reviews. 42% say they’re unlikely to use a business that never replies. 

When looking at reviews split by sentiment, far fewer consumers are likely to use a business that responds only to positive (45%) or negative (47%) reviews. If you want to impress potential customers, it’s important for businesses to respond to each and every review, whether it appears to ‘need’ a response or not.

Yet for many consumers, a token response simply isn’t enough. Generic or templated replies put off 50% of consumers, who may see them as a sign of subpar customer care. 

Taking time to personalize responses makes a real difference, but you don’t need to start from scratch every time. Review response templates and review management tools with in-built AI suggestions can act as a strong starting point, helping businesses tailor replies into responses that feel genuine and unique. 

There’s No Time to Wait When Responding to Reviews

With 89% of consumers expecting a response to their reviews, businesses can’t afford to ignore them. But how rapid should responses be?

19% of consumers expect a response to their review on the same day they post it, up from 6% last year. 32% of consumers want a response by the following day (up from 18% in 2025), and 81% expect to hear back within a week. 

The rising expectations on speed show how important responsiveness has become. As customers interact with brands in real time on messaging apps or social media, slow replies can feel outdated and unwelcome. Quick responses show customers their feedback hasn’t disappeared into the void. 

AI is Quickly Becoming a Go-to for Business Recommendations

Reviews have long been a cornerstone of trust for local consumers, helping them make confident decisions. Now, with AI increasingly influencing recommendations, trust is beginning to extend beyond review platforms and into AI-powered tools.

• 40% of consumers trust AI platforms to provide business recommendations
• 42% trust AI platforms as much as traditional reviews for local recommendations
• 82% of consumers read AI-generated review summaries, with 23% willing to rely solely on these to make a decision

More Consumers Trust AI Than Fear It for Business Recommendations

With the advent of any new technology, we’d expect to see slow pickup and levels of distrust as people get used to it. Yet, the levels of consumer trust in AI for local searches are surprisingly high, with more users trusting them (40%) than not (32%). 

AI recommendations are trusted as much as traditional reviews by 42% of consumers. There’s still a long way to go for AI recommendations to be fully trusted, but this does suggest that those already using AI find recommendations generally reliable.

AI tools vary widely in how they source information. As AI evolves, it’s plausible that recommendations will become more closely aligned with review sources, particularly where platforms own both the reviews and the AI experience, as we’re already seeing with Google. In the long run, this could lead to greater trust in AI-powered recommendations. 

AI Review Summaries Streamline Decisions, but Don’t Replace Full Reviews

How do consumers use information from AI review summaries when deciding to use a local business?

Even for consumers not directly using AI tools like ChatGPT, AI is becoming increasingly difficult to avoid. Platforms like Google and Amazon use AI to create snippet summaries above individual reviews, helping consumers spot trends without needing to read every review. Only 18% of consumers skip these summaries, making them important to be aware of for businesses. 

The majority of consumers (82%) read these review summaries to inform decisions. 23% are happy to read just this information before making a decision, while 59% use summaries as a starting point, then check star ratings, read full reviews, or filter for specific information.

While summaries streamline decision-making, they can obscure details like photos, videos, and review recency, which may make spotting fake reviews harder. On the upside, reviews shaping AI summaries may stay influential longer, as consumers may be less aware of when these were posted.

Consumers Demand Real Consequences from Fake Reviews

Fake reviews remain a major concern for consumers and businesses. Misleading feedback can influence decisions and even lead to wasted money. With new regulations in place, fake reviews finally face scrutiny, with consumers expecting action from review sites and significant punishments for wrongdoers.

• 97% of consumers think businesses should face punishment for fake reviews
• Consumers believe businesses caught using fake reviews should be banned from review platforms (57%) or removed from Google search results (46%)
• 16% think fake reviews should result in criminal charges or jail time for the business owner
• 63% of consumers think review platforms should be responsible for detecting and preventing fake reviews
• 25% think the government and legal authorities should be detecting and preventing fake reviews

Review Sites and Businesses Take the Heat, but 1/4 Expect Authority Action for Fake Reviews 

For years, fake reviews have been testing consumers and businesses. In 2024, the FTC introduced the long-awaited law regulating fake and misleading reviews. This law makes buying and writing fake reviews illegal, with any business or individual caught facing significant fines. 

But should businesses be responsible for catching fake reviews? Yes, according to 49% of consumers. For now (and let’s be realistic, for the foreseeable future), it falls to businesses to spot and report fake reviews themselves. 

Consumers are most likely (63%) to believe the onus for stopping fake reviews should sit with review platforms. Google blocked 240 million fake or policy-breaking reviews in 2024. Even at this scale, fake reviews are a lingering problem made worse by scammers attempting to game the system or even extort businesses. 

A quarter (25%) believe fake reviews should be the responsibility of the government or legal authorities. The new law provides clear rules on fake and misleading review practices, but it seems pretty unlikely that official sources will spend much time spotting fake reviews. 

Consumers Call for Fake Review Punishments from Bans to Jail Time

With consumers expecting action on fake reviews, what do they see as an appropriate consequence? 54% believe businesses should naturally lose customers as their reputation is damaged, while others may expect more severe measures.

57% of consumers believe that a business caught using fake reviews should be banned from review platforms. And 46% want rule-breaking businesses removed from Google search results. 

Some consumers favor even harsher consequences. One in three (37%) think businesses should face fines or lose their business license (20%), while 16% think fakers should face criminal charges or even prison! 

Just 3% think there should be no consequences for fake reviews, meaning 97% of consumers expect businesses to be punished in one way or another! 

Positive Experiences Drive Reviews, but Businesses Still Need to Ask

Most consumers write reviews at least occasionally, whether for an exceptional experience, a poor one, or something in between. While many reviews are written voluntarily, asking customers to leave a review can significantly boost your review count.

• 94% of consumers are open to writing reviews, though just 69% of consumers wrote a review in the last 12 months
• Consumers are more likely to write about positive experiences (60%) than negative ones (29%)
• 78% of consumers were asked to write a review in the last 12 months, with 65% writing one after being asked 
• The average consumer writes between 4 and 6 reviews per year
• The most popular sites for writing reviews are Google, Facebook, and Yelp

Customers Share Wins More Than Woes

In the last 12 months, 69% of consumers wrote a business review, with positive experiences (60%) far more likely to be shared than negative ones (29%). This year, fewer consumers wrote bad reviews: are businesses upping their game, or are unhappy customers keeping complaints to themselves? 

Only 6% of consumers say they wouldn’t write a review, meaning the vast majority (94%) are open to leaving a review if you catch them at the right moment! 

Every Voice Counts, From Small Fries to Super Reviewers

A typical consumer writes between 4 and 6 reviews each year. 7% write just one review, with 47% writing six or fewer. 

At the top end, 20% of consumers wrote more than 10 reviews in 2025. Just 7% wrote more than 50, meaning consumers are as likely to write 50+ reviews as they are to write just one! 

This split between “Small Fries” and “Super Reviewers” highlights the power of an engaged customer base. Programs like Google Local Guides, Yelp’s Elite Squad, and now TikTok Local Explorer reward and recognize active reviewers. But remember, every review shapes perception, so make sure even casual reviewers feel valued. 

Customers Write Most Reviews on Google and Facebook, but Keep an Eye on Apple 

Google remains the most popular site for writing reviews, with 45% of consumers leaving a Google review in the past year. The platforms consumers are most likely to write reviews on largely mirror the sites for reading reviews:

1. Google (45%)
2. Facebook (34%)
3. Yelp (24%)
4. Apple Maps (17%)
5. Tripadvisor (16%)
6. Better Business Bureau (16%) 

The exception here is Apple Maps, which was the sixth-most-visited site for reading reviews but fourth for writing reviews. Unlike other sites, Apple Maps only lets users rate, generating a percentage score. This simple system makes leaving feedback easy, which may explain its popularity.

Review Requests Get Results if Businesses Keep Asking

As we’ve always said, the best way to get more reviews is just to ask! Over the past 12 months, 78% of consumers were asked to leave feedback for a business, and the response has been strong. 

28% of people say they will “always” write a review if asked, up significantly from 16% in 2025, showing a growing willingness to share experiences if prompted. In fact, 83% of people asked to leave a review went on to leave one this year. 

While some customers are happy to leave feedback every time, others may need a gentle nudge at the right time with consistent and timely review requests. 

Discounts for Reviews are Declining, but Some Businesses Risk Legal Action

Businesses aren’t shying away from incentivizing reviews, with only a small decline in the proportion of consumers before being offered a reward (59%, down from 64%).

Requests for discounts have dropped sharply, from 45% in 2024 to 36% in 2025 and 27% this year. Offering incentives for reviews isn’t illegal, but it violates the guidelines of platforms like Google and Yelp, which could explain why fewer businesses are using them over time. 

However, 11% of consumers were offered an incentive to write a positive review, which would land law-breaking businesses with a fine under the FTC’s Final Rule on Online Reviews if caught.

The Review Outlook for 2026

Reviews remain an important tool for businesses, but in 2026, consumer behavior is shifting. People are seeking recommendations from a wider range of sources, including video and AI platforms. Google is seeing dips, while other review sites are growing. 

Consumers expect higher star ratings and recent reviews to guide decisions. As well as influencing trust, reviews are driving action. For many, reviews lead straight to high-value purchases, while others follow up with more research before jumping into a decision.

Businesses’ requests for reviews continue to influence customers to write them; however, some businesses are breaking the law by asking for explicitly positive reviews. 

Fake reviews continue to worry consumers, with many wanting more action and harsher punishments. With many consumers regretting purchases even after reading reviews, shoppers want to feel able to trust the legitimacy of reviews. 

AI is picking up speed for local searches, with consumers using a variety of tools to find information about businesses. We’ll be digging more into the link between AI and local business recommendations soon, so make sure you’ve subscribed to our newsletter to read this first.

Thanks for reading this year’s Local Consumer Review Survey; we hope it has given you practical insights and actionable next steps for your business.

If you have any feedback, questions about the report or data, or want to share the findings you found most impactful, don’t hesitate to get in touch! You can email the research team, post in The Local Pack, or reach us on our socials via LinkedIn, Bluesky, and X.

Methodology

The Local Consumer Review Survey 2026 was conducted using a representative panel of 1,002 US adult consumers via SurveyMonkey. 

Publications and individuals are welcome to use our research findings, graphics, and data, citing BrightLocal as the author and the page URL: https://brightlocal.com/research/local-consumer-review-survey.

Watch the video below or keep reading to learn five practical actions to help agencies keep pace with changing consumer behavior, deliver top results for clients, and win new business.

1. Use star ratings to identify easy-win prospects 

Star ratings are a strong hint that a business could be neglecting its online presence. With 31% consumers only using businesses with 4.5 or more stars, low-rated businesses present a clear opportunity for agencies to deliver a quick impact.

Audit review profiles to find businesses below this threshold, and make it your business to educate them on the damage that could be being done to trust, visibility, and sales. 

2. Set your sights beyond Google (shock horror!) 

Google remains the most used review platform by quite a margin, but usage has dropped from 83% last year to 71% of consumers in 2026. But when Google’s wider ecosystem is broadened to include Gemini and AI Mode, usage rises to 76%, with some consumers only using Google’s AI tools for local searches. 

Consumers are increasingly turning to alternative sources when seeking local business recommendations. Video platforms like TikTok and YouTube are growing in popularity, while generative AI tools have seen a sharp rise from 6% of consumers last year to 45% today.

For agencies, looking beyond Google may feel a little scary, but this isn’t about abandoning it completely. Instead, treat broader review visibility as an added tactic that strengthens existing local marketing efforts. Audit where clients appear outside Google, identify gaps, and build consistent reviews across the platforms their customers actually use. This reduces over-reliance on a single channel and creates a clear point of differentiation from competitors focused on Google alone. 

3. Become the AI expert your clients need 

The Local Consumer Review Survey found a huge increase in consumers using generative AI tools for local business recommendations, jumping from 6% in 2025 to a whopping 45% now.

This is where agencies can step up. Clients don’t need buzzwords or bold predictions; they need reassurance that their business won’t be left behind. Upskill your team to understand how AI platforms source information and how to optimize clients’ online presence for them.

Accurate business information has always mattered, but it’s even more vital in the AI era. AI platforms pull data from listings, review sites, and websites, so check what AI “sees” for your clients and correct any inaccuracies or gaps. 

Maintaining consistent citations across all platforms helps ensure information is reliable. Tools like BrightLocal can build and fix citations at scale, freeing up your time for strategic thinking and winning more clients.  

4. Think of the full funnel

Even with strong reviews, 66% of consumers still seek additional information on websites, social channels, and other touchpoints to feel confident in their choice. Agencies should work with clients to map the full customer journey and ensure the experience reflected in reviews matches digital and real-life interactions.

Many small businesses still don’t have websites or Google Business Profiles, causing potential customers to drop off when verifying reviews. These early-stage businesses can be a prime target for many agencies, though they often need the most help for the lowest budgets. Quick wins in review management can deliver immediate ROI and open the door for longer-term projects. 

5. Push clients to respond to reviews 

This year’s report found that consumers expect quick responses to reviews, with 81% expecting a response within a week. 

Agencies can manage clients’ online reputations, but the real impact happens when feedback is acted on. Writing responses for them may be tempting, but this misses the chance to improve the business and, subsequently, future reviews.

If the client can respond, make it easy: create workflows to streamline sign off, provide templates to tailor, or build customized AI agents to speed up replies. Even if they’re the ones responding, monitor incoming reviews and regularly report trends so they can act on feedback.

If the client can’t take on the responsibility, step in as first responder. Closely monitor review notifications and create clear processes for escalations and sign-offs. Most importantly, make sure feedback is shared so it drives improvement, rather than sitting hidden on a dashboard. 

These five actions show how agencies can help clients turn reviews into real results and attract ideal clients in 2026. But these steps are just the beginning! Explore the full Local Consumer Review Survey to understand the latest online review trends.

To help busy businesses focus on what matters most, here are five practical actions for small and medium businesses (SMBs) to prioritize in 2026.

1. Recency matters, so keep asking

So you’ve got a buzzing review from a happy customer. Unfortunately, in 2026, a great review can lose its impact surprisingly quickly. Nearly three-quarters of consumers only care about reviews written in the last three months, with many ignoring older feedback altogether. 

Older reviews don’t necessarily reflect your business today. Even hundreds of five-star reviews won’t matter if customers think they’re outdated.

Instead of hoping reviews appear organically, make review collection an ongoing habit. Consistently ask for reviews using email or SMS, and inspire customers to easily write reviews with links or QR codes in-store, on receipts, and across your digital channels. Keep an eye on how many reviews competitors are getting, and aim to beat that. 

How to Ask for Reviews: Tips and Templates

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2. Boost your star rating 

In 2026, nearly a third (31%) of consumers only use businesses with a 4.5-star rating or higher, nearly double last year’s figure. As customer expectations rise, businesses with low star ratings could see falling footfall. In fact, 68% of consumers say they won’t use a business rated below four stars. 

A few negative reviews can quickly drag your star rating down, especially on quieter niche sites. Focus first on identifying and fixing common problems mentioned in reviews, then ask satisfied customers for reviews to balance out your star rating. 

3. Broaden your review site focus 

Google remains the most-used review site, but usage is declining. Non-traditional reviews on video platforms TikTok and YouTube are growing, as well as recommendations by AI tools, including ChatGPT. Don’t rely on Google alone, as this can cause blind spots.

Let’s make it clear: this isn’t advice to stop prioritizing Google. Instead, understand where your customers actually look for recommendations, and see where your competitors are active that you’re not. This should help you be able to prioritize which sites to focus on this year. 

Audience demographics also influence review behavior. Only 11% of consumers aged 60+ used ChatGPT for local business recommendations in the last year, compared to 45% of 30-44 year olds. They are also less likely to use Google, TikTok, Instagram, Twitter, and Apple Maps than other generations. People aged 18-29, on the other hand, are more likely to use YouTube and TikTok for local searches.

Once you’re clear on which review sites matter most for your business, make sure information is accurate, up-to-date, and consistent with both digital channels and real-life customer experience. Accuracy will only grow in importance as AI and video become increasingly influential in customer decisions. 

4. Respond quickly and consistently

One of the clearest takeaways from this year’s report is that responding to reviews is almost as important as getting them in the first place. 80% of consumers say they’re more likely to use a business that responds to every review, whether positive or negative. Speed also matters, with 81% expecting responses within a week, so set a goal to respond to reviews within a few days.

Generic or obviously templated responses stop half of consumers from choosing a business, so balance efficiency with authenticity. Create templates for different scenarios, but remember to personalize these for each review. Review management tools can notify you when new reviews are posted, and help speed up responses. 

5. Take responsibility for fake reviews

SMBs wear many hats, and in 2026, you can add ‘fake review spotter’ to the list. Half of consumers think businesses are responsible for detecting and preventing fake reviews, and let’s be honest, they’re probably right. While review platforms block obvious fakes, only businesses have the inside information to spot fabricated stories. 

Regularly monitor your profiles and report any reviews that appear fake or break the rules. Keep an eye on competitors too, as fake positive reviews could unfairly boost their rankings and reputation. If you’re unsure how to spot fake reviews, a reputable SEO or reputation management expert can help protect your brand.

For SMBs, these five actions should be the most immediate priorities in 2026, but these steps are just the beginning. For deeper insights on review management, read the full Local Consumer Review Survey or upskill with BrightLocal Academy’s free course, A Beginner’s Guide to Generating and Managing Reviews. 

Citations and local listings are back in the spotlight

There’s been a lot of talk about citations in the context of AI search. For traditional SEOs, citations mean unlinked brand mentions, i.e., your business being mentioned in a news article, blog post, or PR, but without a direct link back to your site. While these have always been part of a solid online presence, now these unlinked mentions, along with local citations and listings, are being seen as key for ranking in AI searches.

Obviously, for local SEOs, citations are something we’ve been using for years.

Citations in the form of local listings and aggregators used to be absolutely vital for local visibility. In recent years, they have become more of a foundational task. But with AI-driven search on the rise, they’re making a big comeback, often being referenced directly by these new AI platforms.

For example, Data Axle points out how crucial it is to get your locations synced with major voice assistants like Amazon Alexa, Google Assistant, and Apple Siri, and to ensure accuracy for GPS services like Uber. If your business doesn’t refresh and rebuild its listings and citations for this new AI-driven world, it’s definitely going to miss out.

Foursquare’s surprising role with ChatGPT

Here’s a real head-scratcher that shows just how important diverse local data sources are: the partnership between Foursquare and ChatGPT. A few months ago, Foursquare teamed up directly with ChatGPT, meaning Foursquare’s location data is now powering many of the AI’s responses.

What’s really wild about this is that Foursquare has pretty much retired its consumer-facing apps and websites. Yet, it’s now a key aggregator for AI search. It’s important to note that Foursquare isn’t necessarily appearing as a directly linked source in the way other citation or listing sites might. Instead, AI models are pulling information straight from their vast database. Reports suggest that a significant 60% and 70% of local results on ChatGPT come straight from Foursquare’s city guide listings, especially for smaller towns or niche businesses.

This really hammers home that listings beyond just Google Business Profile (GBP) and Yelp have real value. If ChatGPT doesn’t find enough info on Foursquare, then it turns to other sources, including Google Business Profile. With over 100 million points of interest in more than 200 countries, Foursquare’s database is a surprisingly powerful player in the AI search game.

Source

What we’re seeing in AI search: All LLMs are using directories for sources, and Yelp is prevalent

From what we’re observing across various AI search platforms, there’s a clear shift in how local business info is being pulled and presented. We did some real-world searching and found the following.

Directories are key for AI search

All LLMs are using directories and citations for business information across every industry.

• Platforms like MapQuest were frequently leveraged by both Google AI Mode and Perplexity, demonstrating that even long-standing directories remain highly influential in the AI ecosystem.
• For specialized sectors, AI models exhibit a strong preference for industry-specific directories.
  • In our dentistry searches, for example, ChatGPT exclusively sourced information from ten different dental directories. Toprateddentist.com appeared as a key source for Gemini, AI Mode, and ChatGPT across these searches.
  • Similarly, sites like Superlawyers.com and Findlaw.com were heavily relied upon by ChatGPT and Perplexity for legal-related queries. This emphasizes the need to be present and accurate within your specific industry’s leading directories.

Yelp is a strong influence

Despite a fluctuating reputation among some users, Yelp remains an undeniable force in AI search:

• Yelp was used as a source in 33% of our overall searches. Perplexity notably used Yelp in every single industry we investigated, though not for every individual search within those industries.
• While Google Gemini was the only LLM that did not directly cite Yelp, Google AI Mode still pulled information from Yelp for multiple industries, including dental, hospitality, and fitness.
• LLMs utilized Yelp not only to extract specific business information but also, crucially, to surface and summarize customer reviews.

Google Business Profile is still essential for Google’s LLMs

Unsurprisingly, Google’s own AI models heavily favor Google Business Profile listings:

Even in instances where GBP wasn’t the main cited source, AI Mode would still display GBP information within its results. It often summarizes key details via text alongside data from other sources before presenting the full GBP listing further down. This highlights its importance for visibility within Google’s AI environment.

Your business website really matters

Perhaps the most reassuring finding for businesses is the continued importance of their own websites.

In our previous ChatGPT source study in December 2024, we found that ChatGPT used business websites as a source 58% of the time. This continues to be the case.

The vast majority of sources across every single LLM and industry were businesses’ own websites. This finding really highlights just how critical it is to have your own, well-maintained website. Your website serves as the ultimate authoritative source for LLMs seeking the most accurate and complete information.

How to Build a Local Business Website From Scratch (Without Screwing It Up)

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Other notable findings

While directories and your website form the backbone, our research also points to other content types and platforms influencing AI search results:

• For industries like hospitality, blogs and lifestyle-oriented websites frequently appeared as sources, indicating the value of content marketing and partnerships beyond traditional listings.
• Social platforms are increasingly contributing to the AI search landscape.
  • Instagram was cited as a source by both Google AI Mode and Perplexity.
  • Facebook was used by Google AI Mode and ChatGPT.
  • YouTube content influenced results for both Gemini and Perplexity.

This shows your business needs a complete online presence with accurate information, good review management, and engaging content on many different platforms to help AI find you easily.

What this means for your business

The rise of AI search is a game-changer for how your business needs to approach getting found online. To make sure your business stays in the running in this new era, here’s what you need to focus on in terms of citations and listings: 

1. Build and optimize your foundational citations (including niche and key directories)

Our research clearly shows that directories are key for AI search. LLMs are extensively using them across every industry. This means actively working on getting your business mentioned across all sorts of online platforms, both broad and niche-specific. 

Platforms like MapQuest were frequently cited, highlighting the continued importance of even long-standing directories. Also, for specialized sectors like dentistry (where Toprateddentist.com was a key source) or legal (with Superlawyers.com and Findlaw.com), AI models show a strong preference for industry-specific directories.

Our Citation Builder service can streamline this process. Our team of experts finds and builds high-quality citations on relevant directories for you. You can also use our Citation Tracker tool to keep an eye on your existing citations, helping you spot inconsistencies or new opportunities that can boost your online authority.

2. Prioritize Google Business Profile

Google AI Mode consistently relied on GBP as a primary information source, often summarizing its details even when other sources were also used. This highlights that a complete, accurate, and optimized GBP is non-negotiable for visibility within Google’s AI environment.

3. Optimize your website

Our findings show that your business’s own website is often the dominant source for LLMs. This means your website is truly your most important online asset. Ensure it’s up-to-date with essential information, including your Name, Address, and Phone number (NAP), detailed services offered, current opening hours, compelling photos, answers to FAQs, customer reviews (and links to review platforms), and comprehensive business descriptions. 

4. Leverage data aggregators

Platforms like Data Axle, Foursquare, Neustar, and others are crucial for making sure your business info gets shared across AI search engines, voice assistants, and navigation systems. These aggregators push your core data out widely, ensuring LLMs have access to consistent information.

As part of our Citation Builder service, we offer direct submissions to the five major Data Aggregator Networks (including Data Axle, Foursquare, and Neustar). This ensures your core business information is pushed out to thousands of directories, apps, and mapping services, widening your reach to where AI models get their data.

5. Stay on top of your listings management

Our research, particularly on Yelp, demonstrates the strong influence of review platforms. Yelp was a source in a significant 33% of our searches, used not just for business info but crucially, to summarize customer reviews. This underscores the need to make absolutely sure your business name, address, and phone number (NAP) are identical across all your online listings, your website, Google Business Profile, Foursquare, Apple Maps, and social media. 

Keep all your profiles complete, accurate, and up-to-date with details like categories, hours, and photos. And don’t forget to actively manage customer reviews; they play a big part in how AI pulls together information and ranks businesses. Also, using strategic keywords in your listings can help improve their performance in local searches.

Our Active Sync tool ensures your most important business information is consistent and accurate across major platforms like Google, Facebook, Apple Maps, and Bing. It helps prevent unwanted edits and quickly pushes out updates. 

With our Reputation Manager tool, you can monitor reviews across 80+ sites, get notified of new feedback, and even generate more positive reviews, all helping to build the strong online presence AI algorithms are looking for.

6. Cultivate local mentions and PR

Beyond directories and your website, our findings show that other content types and platforms are influencing AI search. For instance, content and lifestyle sites were sources for hospitality queries, with reputable lifestyle publications like Time Out and smaller, more location—or industry-specific blogs.

Social media platforms like Instagram, Facebook, and YouTube were also cited by various LLMs. 

Cultivating local mentions and securing links from local news sites, community blogs, and other authoritative online sources is increasingly important. Our research into AI sources shows that these types of online local mentions are key signals in the eyes of AI algorithms. So, investing time in local public relations and actively seeking out these non-directory mentions will play a crucial role in your success.

AI search isn’t something that’s coming; it’s here now. Adapting your local SEO strategies to fit this new AI landscape will put you in the best position to get seen by customers, no matter where they’re looking.