Is AI the New Google? What Small Businesses Need to Know
AI tools like ChatGPT, Claude, and Perplexity are quickly becoming the new way people search online. Instead of typing a question into Google or Bing, more and more consumers are now asking AI tools to find answers, compare options, and even recommend products or services.
In fact, according to a Yext consumer study (Oct 7, 2025):
54% of U.S. consumers use AI tools for research
48% use them for creative ideas
43% use them for analysis
That’s a huge shift, and it’s happening fast. But here’s the good news: while people are exploring with AI, they’re still making buying decisions the old-fashioned way — by checking reviews, product specs, and prices.
AI for Discovery, Reviews for Decisions
Consumers love AI because it’s quick and helpful. But before spending money, they still look for real opinions and up-to-date information.
52% of people use social media to ask for recommendations or see what others are saying.
The other half still go to Google Reviews, Trustpilot, or business websites to help them decide.
In other words, AI might help them find you, but reviews and good website content help them trust you.
What This Means for Small Businesses
Now is the time to make sure your business can be found both by AI tools and traditional search engines.
That means keeping your:
Website SEO strong – so Google still shows you in the first “10 blue links”. Here are some basic SEO ideas to get you started.
Business information clear and current – so AI tools can easily understand and share it.
Customer reviews coming in – so people trust what they find.
AI doesn’t replace SEO — it extends it. The goal is to show up not just on Google but also in AI summaries, citations, and mentions.
🔎 Also, did you know that Instagram social posts became searchable outside of the platform this year? Search engines like Google can index public post content and surface them in their search results if you have given permission in your Instagram settings, and therefore AI can summarise from them too. This means that Instagram posts are getting a longer lifespan and can be discovered from further away and into the future. So don’t forget to use great SEO and keywords in your social posts too!
What Are AI Summaries, Citations, and Mentions?
AI Summaries
Have you spotted a short paragraph at the top of your Google search, headed “AI Overview”? When someone asks a question, tools like ChatGPT or Perplexity generate a short answer that pulls information from multiple websites. If your content is accurate, well-written, and clearly explains a topic, there’s a good chance it can be included in those summaries.
Citations
These are the clickable links or references that AI tools include at the end of an answer. Being cited means your website is seen as trustworthy — and that can lead people directly to you.
Mentions
Even without a direct link, some AI tools may still mention your brand or website name. Those mentions build awareness and can drive searches later.
Don’t Forget the Basics
Even with all the talk about AI, almost half of consumers still prefer traditional research methods. That means small businesses shouldn’t abandon the basics:
✅ Keep your website up to date with accurate prices, product details, and contact info.
✅ Keep asking happy customers for Google or Trustpilot reviews.
✅ Stay active on social media — it’s still where most people go for recommendations.
The Bottom Line
AI is changing how people discover businesses, but not how they decide who to buy from.
For small businesses success means doing both:
Show up in AI searches through clear, trustworthy content
Stay strong in traditional search with great SEO and fresh reviews
The businesses that do both will be easier to find — and easier to trust.
Need help sprucing up your website or socials to make sure it’s being found by flourishing tech AND your ideal humans? We work with small businesses every day to build marketing strategies that keep them showing up online consistently, and we’d love to help you too!