Report Shows 40% of Consumers Are Using This New AI Tool for Search
Report Shows 40% of Consumers Are Using This New AI Tool for Search
As the world of digital marketing continues to evolve, businesses are left wondering how to stay ahead of the curve, especially when it comes to local search behavior. One of the most common questions we receive is: “Are my customers still searching for local services on Google, or is there another platform I should focus on?”
The answer, backed by the most recent findings from Bright Local’s comprehensive report, sheds light on the ever-changing search landscape. In this blog post, I’ll break down the key insights from this report and show you exactly how you can adapt your business to ensure you’re showing up where your customers are searching, using real data from the field. Let’s dive in!
Google Remains Dominant in Local Search
According to the Bright Local report, 70% of all general online searches are still conducted on Google, even as newer platforms like ChatGPT and generative AI gain traction. This report, released at the end of April 2025, highlights that nearly three in five consumers conduct multiple online searches per day. This statistic alone reaffirms the immense importance of search engine optimization (SEO) and digital marketing for businesses today.
The Rise of Generative AI
Perhaps the most surprising finding from the report is that 40% of consumers are actively using generative AI in their search activities. Generative AI refers to the use of AI tools that summarize and provide insights from search results. This means that customers are now expecting more than just a list of websites or local business directories; they want direct answers from AI that synthesize and rank businesses based on factors like reviews and reputation.
For example, if someone searches for “Best HVAC companies in Pittsburgh, Pennsylvania,” generative AI may present a summary of the top-rated businesses directly in the search results, cutting down the need for users to click through multiple websites. This trend presents a unique opportunity for businesses to stand out in AI-driven summaries, especially by focusing on enhancing reviews and ensuring your business is listed with up-to-date, relevant content.
Consumer Search Frequency and Platform Usage
It’s no surprise that 58% of people are conducting searches multiple times a day. People’s search habits continue to evolve, with Google and Safari continuing to dominate local searches, accounting for 70% of total searches. Other search engines like Bing and DuckDuckGo see smaller shares, but Google remains the undisputed leader in online and local search.
For local businesses, this means ensuring your business is optimized for Google, particularly with regard to your Google Maps presence, which is heavily used for local searches. In fact, when it comes to local intent, 41% of searches focus on finding businesses nearby, making it essential to stay visible in these search results.
The Importance of Google Maps and Review Management
The integration of Google Maps into the search experience has significantly influenced local search behavior. As millennials and other generations increasingly turn to maps, it’s crucial to have your business optimized for visibility in the Google Map Pack. This means having accurate business information and an active, positive review profile. Google Maps offers the ability to not only see businesses on a map but also read reviews, making it a powerful tool for local decision-making.
The Generational Shift in Search Behavior
A significant part of this report discusses generational trends in search behavior. While baby boomers and Gen X are still predominantly using Google for their search needs, younger generations like Gen Z are shifting toward newer platforms. For example, Gen Z consumers use TikTok more than any other group for local searches, seeking not just reviews but videos that give them a more interactive and engaging view of local businesses.
It’s crucial for businesses to start thinking about how they can position themselves in front of Gen Z consumers, who will increasingly drive the market. This includes integrating video content into your strategy—something that’s particularly effective on platforms like TikTok. By showcasing your business’s products, services, or behind-the-scenes videos, you build trust and authority with younger customers who prefer dynamic content.
Key Factors in Local Search Decisions
So, what exactly are consumers looking for when they perform a local search?
- Reviews – A whopping 29% of consumers say they always look at reviews before choosing a business. This makes online reputation management more important than ever.
- Business Information – Consumers want to verify that the information they find online matches what’s listed elsewhere. This includes name, phone number, address, and business hours.
- Pricing Transparency – Many businesses hesitate to share pricing, but customers are actively looking for estimates. Offering a pricing guide or estimate calculator on your website can be an effective way to meet this need.
The Growing Importance of Content
As we look ahead to the future of local search, it’s clear that content will continue to play a pivotal role. With the rise of generative AI, Google and other AI platforms are ingesting vast amounts of data to determine which businesses to recommend to users. To stand out, you need to create high-quality content that answers your customers’ most pressing questions.
Here are a few ways to create content that resonates with both search engines and your target customers:
- Customer Testimonials and Case Studies – Video or written content that shows real customer experiences.
- Educational Videos – Share how-to videos or explainer content that educates customers about your services.
- FAQs – Create helpful content that answers common questions, such as pricing details, service expectations, or industry-specific tips.
Creating valuable content not only helps your customers but also signals to Google and other AI platforms that your business is a trusted authority.
What This Means for Your Business
The future of local search is clearly headed toward a mix of traditional search engine optimization and innovative content strategies that engage with AI. To ensure your business thrives in this environment:
- Focus on optimizing for Google, Google Maps, and Google Local Service Ads.
- Generate more reviews and respond to them to build your online reputation.
- Begin incorporating video content to engage with younger generations and provide more interactive experiences.
- Ensure your business has up-to-date information on all platforms, including your website and Google My Business profile.
- Stay on top of generative AI trends by creating content that aligns with customer questions and needs.
If you’re looking to get ahead of the competition in this evolving landscape, content is king. By continuously producing content that educates, informs, and engages, you’ll be positioned as a leader in your industry, ready for the future of search!