How AI Is Changing How Customers Find Local Businesses in 2026

Your mate needs a sparkie in Bairnsdale. Instead of scrolling through Google results, they ask ChatGPT "who's the best electrician in Bairnsdale?" and take the first answer they get. If your business isn't set up to be found that way, you don't get a mention.

The industry forecasts say around a quarter of all searches will run through AI by the end of 2026. Take the exact number with a grain of salt, but the direction is obvious. A growing slice of your customers now ask ChatGPT, Google's AI Overviews or Perplexity instead of scanning ten blue links, and if your business information is thin or inconsistent, those tools skip you.

What's actually happening

Google has rolled AI Overviews out to Australian users. Someone searches "plumber near me Lakes Entrance" and gets an AI-written summary before any normal results. ChatGPT has search built in now, and Perplexity keeps growing, mostly with younger customers who'd rather ask a question than type keywords.

These systems don't just read your website. They pull from your Google Business Profile, your reviews, your socials, directory listings, the lot. Gaps or conflicting details get you skipped. I grew up in Bairnsdale, where the Princes Highway runs straight through the middle of the CBD, and the businesses a street back from the highway only get found if Google points at them. AI search is the same problem one layer up: if the machines can't read you, you may as well be off the main street.

I can audit your online presence and make sure AI systems are actually picking up your business →

What this means for your business

Think about how people talk versus how they type. Nobody asks a mate for "accommodation Mallacoota". They ask "where should I stay in Mallacoota for a fishing trip?" AI search works the same way, so your online presence needs to answer questions, not match keywords.

Here's what I'm seeing work for regional businesses:

• Same name, address, phone and hours everywhere: Google Business Profile, Facebook, Instagram, your website
• Write like people talk. "We fix blocked drains in East Gippsland" beats "drainage solutions provider"
• A page per service and area. "Hot water repairs Lakes Entrance" is a page of its own, not a line in a list
• Local content that answers real questions, like what to do in your town on a rainy day

A simple FAQ page pulls surprising weight here. Answer the questions customers actually ring you with: what a job roughly costs, whether you work weekends, how far you'll travel. That's exactly the material AI systems quote.

The review game has changed

Reviews were always important. Now they're one of the main things AI systems quote. When ChatGPT recommends a motel, it often lifts details straight out of the reviews: "dog-friendly", "close to the beach", "fast emergency service". If none of your reviews say those words, there's nothing for it to work with.

So ask for specific reviews rather than any old review. After you've fixed someone's hot water on a Sunday, "would you mind mentioning the weekend call-out?" is a fair request, and it gives the machines something concrete to quote back when the next person asks who does emergency work.

What to do this week

Don't overthink it. Start with the basics:

1. Fill out every section of your Google Business Profile, add photos, post the odd update
2. Check your website loads fast. Google PageSpeed Insights is free
3. Put up a simple FAQ page answering the questions you get on the phone
4. Make your name, address and phone number identical everywhere online
5. Ask happy customers to mention specifics in their reviews

The businesses winning at this aren't doing anything fancy. They're thorough and consistent with the boring stuff.

Common questions about AI search

How do I know if AI systems can find my business?

Test it. Ask ChatGPT or Google about your kind of service in your area. If you're not mentioned, that's your answer. Then look at how complete your Google Business Profile is and whether your details match across the web.

Do I need to change my whole website for AI search?

Probably not. Clear, helpful content that answers real customer questions is most of the job. Make sure the site is fast and works on a phone and you're most of the way there.

How much does it cost to optimise for AI search?

Most of it is free: updating your Google Business Profile, asking for reviews, writing FAQ content. Paid help usually runs $500 to $2,000 depending on what needs fixing, but do the free stuff first.

AI search isn't going away, and the fix isn't complicated. Be helpful, be consistent, and be where your customers are looking. If you want a hand getting your business ready, get in touch and I'll tell you straight what needs fixing and what doesn't.