Just a year ago, only 6% of consumers used artificial intelligence (AI) to find a local business. Today, that proportion has reached 45%. This is one of the most striking findings from BrightLocal’s Local Consumer Review Survey 2026, a study conducted among 1,002 American consumers. For business owners and marketing and sales directors, this shift is far from a distant trend: it is already transforming how your future customers discover you… or discover your competitors.
A Rapid Adoption
In twelve months, the use of AI tools to get local business recommendations rose from 6% to 45%, already making it the third most-used discovery channel, behind Google and Facebook, but ahead of established platforms like Yelp and TripAdvisor. The phenomenon is especially pronounced among 30- to 44-year-olds: 64% of them use AI for this purpose, compared to only 24% among those 60 and older. In other words, the most active customer segments are also the ones adopting these new search habits the fastest.
ChatGPT Takes the Lead, Google Loses Ground
Among the tools used, ChatGPT ranks first: 31% of consumers have used it to get local recommendations, ahead of Google’s AI mode (23%) and Gemini. At the same time, reliance on Google reviews dropped from 83% to 71% in one year. Google remains essential, but its near-monopoly on local discovery is eroding: your business’s visibility now plays out on several fronts at once.
Real Trust… But Conditional
The study reveals that 63% of AI users trust the recommendations these tools provide, and 64% give them as much credibility as traditional online reviews. Conversely, 53% of non-users remain wary. However, the most important nuance for your business lies elsewhere: 97% of AI users check, at least occasionally, the recommendations they receive by consulting actual customer reviews. Furthermore, 88% of them try to confirm that a review is legitimate (51%) or find out its source (37%). Trust in AI therefore doesn’t replace your online reviews — it relies on them.
AI-Generated Review Summaries
Platforms increasingly display AI-generated review summaries. Half of consumers (50%) trust them, a proportion that rises to 71% among AI users. That said, only 23% rely solely on these summaries: 59% take the time to read full reviews to validate their impression. Every review posted about your business therefore counts twice, since it influences both the human reader and the machine-generated summary.
What This Means for Your Business
This data all points in the same direction: AI tools build their recommendations from public sources, chief among them your online reviews, your Google Business Profile, and your website content. Three priorities stand out. First, actively request recent, detailed reviews, since they feed both the algorithms and the decision-making of the 97% of consumers who verify. Second, ensure consistency of your information (name, address, phone number, hours) across all platforms. Finally, monitor what tools like ChatGPT say about your business: this is the new competitive-monitoring habit.
Conclusion
Local search is undergoing its biggest transformation since the arrival of Google. Businesses that adapt their visibility and review-management strategy now will gain a lasting head start over those who wait for the trend to be confirmed. At 45% adoption after just one year, it already is.
Frequently Asked Questions (FAQ)
What is AI-powered local search?
It means using an assistant like ChatGPT, Gemini, or Google’s AI mode to get recommendations for businesses near you (for example: “What’s the best plumber in Longueuil?”), rather than browsing a traditional list of search results.
Should I abandon Google and online reviews in favor of AI?
No. Google remains the top discovery channel, and 97% of AI users validate the recommendations they receive by reading real reviews. AI adds to your visibility ecosystem; it doesn’t replace it.
How can I get ChatGPT to recommend my business?
AI tools rely on public data: numerous and recent online reviews, a complete Google Business Profile, consistent information across platforms, and clear website content. A solid local SEO strategy remains the best way in.
Are AI-generated review summaries reliable?
They are increasingly consulted — 50% of consumers trust them — but they can smooth over certain nuances. That’s why 59% of consumers also read full reviews before making a decision.
Where should I start?
With an audit of your local presence: the state of your reviews, the accuracy of your listings, and how your business is positioned in AI tool responses. This will show you exactly where to focus your efforts.
Source
BrightLocal, Local Consumer Review Survey 2026: AI Trust, a survey of 1,002 American consumers, published March 10, 2026. Available at: https://www.brightlocal.com/research/lcrs-ai-trust/
August 29, 2026