AI Local Search: How Multi-Location Brands Win in 2025
AI-powered search has changed the game—92% of users never click past the AI summary. Here's how to get chosen, not just found.
The landscape of local search has fundamentally transformed. If you're still optimizing for traditional map packs and organic listings, you're fighting yesterday's battle. AI-powered search engines are rewriting the rules, and multi-location brands need to adapt immediately or risk becoming invisible to potential customers.
The Shift From "Found" to "Chosen"
Local search is no longer about simply appearing in results. It's about being selected by AI algorithms that generate instant summaries for users. When someone searches for "best vet in Austin" or "coffee shops near me," they're increasingly getting AI-generated overviews instead of traditional map results.
According to recent data, this shift is causing measurable impact. "Our data showed a noticeable drop in organic traffic where AI overviews are displacing maps. For local businesses, this means you could still be the best option nearby but never appear unless the query is explicitly local," explains Heather Campbell.
The numbers tell a stark story. Only 8% of users click a traditional link when an AI summary appears. This means 92% of potential customers are making decisions based solely on what AI chooses to show them. Your business needs to be in that summary, or you've essentially disappeared.
Understanding the New Search Intent Landscape
Not all searches trigger the same results anymore. The type of query determines what users see, and understanding these distinctions is critical for local SEO strategy.
Navigational queries, where users search for a specific business by name, still consistently trigger the local map pack. But informational queries like "best restaurants downtown" and commercial queries such as "affordable plumber near me" increasingly show AI overviews or other features instead of maps.
This means your optimization strategy must account for how AI interprets and responds to different search intents. Simply having accurate NAP (name, address, phone) information isn't enough anymore.
The Rise of Alternative Discovery Platforms
Google isn't the only game in town anymore. Alternative platforms are becoming significant sources for local discovery, often providing more personalized or recent information than traditional search engines.
TikTok has emerged as a powerful local search tool, particularly for younger consumers. "It's not just Google anymore. Someone searching 'best vet in Austin' on TikTok might get more personalized and recent answers than from a search engine," notes Campbell.
Reddit's influence has grown exponentially. The platform's content now significantly influences both AI models and search rankings. "Reddit's content is now a top signal source for both LLMs and search engines. We saw a direct link between brands mentioned positively in threads and their sudden visibility in AI-generated answers," according to recent research.
ChatGPT, Gemini, and Perplexity are also becoming go-to resources for local recommendations, pulling from various data sources to provide instant, conversational answers.
What Signals Matter Most for AI Visibility
To appear in AI-generated summaries, your business needs to excel in two critical categories: authority signals and engagement signals.
Authority signals include accuracy, completeness, and consistency of your listings across all platforms. Inconsistent information is devastating. Research shows 80% of consumers lose trust in businesses with incorrect or inconsistent information across platforms.
Engagement signals encompass reviews, owner responses, Q&A activity, and fresh content. Reviews remain absolutely critical, with 99% of consumers reading them and 68% prioritizing recent reviews. But reviews alone won't save you if your basic listing information is inconsistent or incomplete.
Five Practical Steps to Win in AI-Driven Local Search
First, conduct a comprehensive listings audit. Check every platform where your business appears for accuracy and consistency. This includes Google Business Profile, Bing Places, Apple Maps, and industry-specific directories.
Second, eliminate duplicate listings immediately. Duplicate or conflicting listings confuse AI algorithms and dilute your authority signals. Claim and merge duplicates wherever possible.
Third, actively manage engagement. Encourage reviews, respond to every review (positive and negative), maintain an active Q&A section, and regularly update your business information with fresh content.
Fourth, create AI-readable structured content. Publish FAQs, detailed service descriptions, and location-specific pages that AI can easily parse and understand. Use clear, descriptive language rather than marketing jargon.
Fifth, automate listings management at scale. For multi-location brands, manual management isn't sustainable. Implement tools that can update information across all platforms simultaneously and monitor for inconsistencies.
The ROI of Strategic Listings Management
Well-managed listings deliver measurable returns. Healthcare agencies have reported significant time and cost savings. Travel brands have seen major visibility and engagement gains. Retail chains have documented direct revenue increases tied to improved listings management.
The key is treating listings management as strategic work, not administrative busywork. In the AI-driven search era, listings are the foundation of visibility and trust.
Moving Forward
The transition to AI-powered local search isn't coming; it's already here. Multi-location brands that adapt quickly will gain significant competitive advantages. Those that continue optimizing for traditional search alone will find themselves increasingly invisible to potential customers.
Focus on consistency, engagement, and AI-readability. Monitor your presence across all platforms, not just Google. Leverage local content creators to enhance authenticity. And remember: in AI-driven search, being chosen matters more than being found.