BrightLocal: 45% of Consumers Now Use AI Tools for Local Business Recommendations
What happened
BrightLocal's Local Consumer Review Survey 2026 reveals a dramatic shift in how consumers find local businesses. The proportion of people using AI tools like ChatGPT and Google's AI features for local business recommendations has surged from just 6% in 2025 to 45% in 2026 — a sevenfold increase in a single year.
At the same time, Google's share as the go-to platform for local business discovery has dropped from 83% to 71%. AI tools have now become the third most common source of local business recommendations, behind only Google and Facebook, and ahead of every other platform.
The survey, conducted with 1,002 US consumers, also found that 97% of consumers read reviews before choosing a local business, and consumers now use an average of six different review sites before making a decision.
A separate BrightLocal report found that 88% of consumers who've tried AI for local recommendations plan to use it again, suggesting this isn't a passing trend but a fundamental change in discovery behaviour.
What this means for tradespeople
This is a wake-up call for any tradesperson who thinks being on Google is enough. Nearly half of consumers are now asking AI tools like ChatGPT, Google AI Mode, and Gemini for recommendations — and these tools don't surface businesses the same way Google Search does.
AI recommendations tend to favour businesses with strong review profiles, consistent information across platforms, and clear descriptions of what they do. If you're a heating engineer in Manchester with 150 genuine Google reviews and a well-maintained profile, AI tools are more likely to mention you than a competitor with 12 reviews and an outdated listing.
The other critical point: Google's share is shrinking. For the first time, a significant chunk of potential customers might never see your Google listing at all — they'll get a recommendation directly from an AI chatbot. Your reviews and reputation are becoming your visibility, not just on Google, but across AI platforms too.
What to do about it
- Keep collecting reviews consistently. AI tools pull from review data when making recommendations. More recent, genuine reviews increase your chances of being mentioned.
- Make sure your business information is accurate everywhere — Google, Facebook, Yelp, your website. AI tools cross-reference multiple sources.
- Describe your services clearly on your Google Business Profile and website. AI tools need clear, specific information to match you with customer queries like "emergency electrician near me who works weekends."
Source: BrightLocal