BrightLocal: 31% of Consumers Now Use ChatGPT to Find Local Tradespeople
What happened
BrightLocal's 2026 Local Consumer Review Survey reveals that 45% of consumers now use AI tools for local business recommendations — up from just 6% one year ago. AI is now the third most-used discovery channel for local businesses, behind only Google Search and Facebook.
ChatGPT leads the pack, used by 31% of consumers for business recommendations in the last 12 months. Google's AI Mode follows at 23%, with Gemini, Copilot, and Perplexity trailing behind.
But here's the number that matters most: ChatGPT currently recommends just 1.2% of all local business locations. That's a massive visibility gap — nearly half of consumers are asking AI for recommendations, but almost nobody is being recommended.
What this means for tradespeople
If you're an electrician or plumber, this changes how homeowners find you. Instead of scrolling Google's map pack and comparing three profiles, a growing number are typing "best electrician near me" into ChatGPT and getting a single recommendation back.
The businesses that AI recommends share common traits: high star ratings (ChatGPT-recommended businesses average 4.3 stars), recent reviews, and consistent information across Google, directories, and their own website. Businesses below 4.0 stars are significantly underrepresented in AI recommendations compared to their Google ranking position.
This doesn't mean Google Reviews are less important — it means they're more important. Your reviews are now the raw material that AI uses to decide whether to recommend you.
What to do about it
The playbook is simple and it's the same one that works for Google: keep collecting fresh reviews, maintain a complete Google Business Profile, and make sure your business name, address, and phone number are consistent everywhere they appear online.
TapReview is a £9/month tool that helps UK tradespeople get more Google reviews by sending automated review requests via WhatsApp and SMS after every job — exactly the kind of steady review flow that keeps you visible to both Google and AI.
Source: BrightLocal Local Consumer Review Survey 2026