Small business owners are being bombarded with claims that AI is replacing Google. AI is undoubtedly changing how people research products and services, but the evidence does not support abandoning Google, especially when customers are searching for a local business.StatCounter reported that Google held around 88 per cent of Australia’s search engine market in July 2026. For a local dentist, electrician, builder, accountant, retailer or restaurant, Google Search and Google Maps remain the largest sources of active local demand.BrightLocal’s 2026 consumer research also found that 52 per cent of consumers began their most recent local business search on Google Search, while another 9 per cent started on Google Maps. Across the complete search journey, 71 per cent used Google Search at some point.

The direction for small businesses is therefore clear.

Put Google first. Build AI visibility on top of the same foundation. Do not sacrifice one for the other.

This brings us to one of Australia’s most memorable advertisements. When the family in the Old El Paso advertisement could not decide between hard and soft tacos, the little girl asked the obvious question, “Why not have both?” or “¿Por qué no los dos?”

That is the right approach to Google and AI. Both matter, but they are not yet equal priorities.

Google is still the main local search channel

Local searches are usually driven by an immediate need. Someone needs an emergency plumber, a nearby dentist, a restaurant for dinner or a supplier that can deliver within their area.

They are not simply looking for information. They are looking for a business they can call, visit, book or buy from.

BrightLocal’s local SEO research found that 73 per cent of local searches started on a mobile phone. It also found that 72 per cent of consumers considered three or fewer businesses before deciding.

That makes visibility in Google Search and Google Maps particularly important. Businesses outside that initial shortlist may never be considered.

Getting to the top is not the entire job, though. Only 6 per cent of consumers said they simply clicked the first result. People also considered:

  1. How close the business was
  2. Its star rating
  3. The number of reviews
  4. Whether the information was complete
  5. Whether prices or offers were clear

Rankings help a business enter the shortlist. Reviews, information and proof help it win the customer.

This is why Google remains so effective for local businesses. Google combines Search, Maps, Business Profiles, reviews, photographs, directions, opening hours, phone calls and website links in one place.

AI use is growing faster than confidence

AI should not be ignored. Its role in local business discovery is growing rapidly.

BrightLocal found that 23 per cent of consumers used an AI tool during their most recent local business search. Separate research found that 45 per cent had used AI for a local business recommendation during the previous year, up from just 6 per cent in the earlier survey.

However, using AI is not the same as trusting it enough to make a purchase.

Only 8 per cent of consumers in BrightLocal’s latest search behaviour study began their local search with an AI tool. Among those who did, only 18 per cent were ready to contact the recommended business without further research.

Another 43 per cent went to Google to check the recommendation, while 39 per cent checked social media.

Orbit Media’s 2026 research reached a similar conclusion. Search maintained its strongest advantage for local and business enquiries, with only 24 per cent preferring an AI chat tool for those searches. That was down from 26 per cent the previous year.

Orbit Media also found that 36 per cent of respondents said they were unlikely ever to trust AI chat tools, up from 32 per cent.

Australian research also points to a substantial trust gap. A University of Melbourne and KPMG study found that only 36 per cent of Australians were willing to trust AI, while 78 per cent were concerned about negative outcomes from its use.

The trust picture is not completely one-sided. BrightLocal found that 40 per cent of its United States respondents trusted AI platforms to provide business recommendations. This suggests AI acceptance is growing among some users, even while broader concerns remain.

The most defensible conclusion is that AI adoption is outpacing confidence.

People are using AI to research and shortlist businesses, but many still turn to Google, reviews, websites and social media to verify what they have been told.

Search earns the click. AI earns the recommendation

Andy Crestodina from Orbit Media provides a useful way to understand the difference.

Search is about getting ranked and clicked. The website then answers their questions, shows supportive evidence and converts the visitor into a lead.

AI is about getting recommended based on the user’s context. Responses include comparisons and trust signals (reviews, testimonials, awards, case studies)

You can read Andy Crestodina’s full comparison in Traditional Search vs AI Search.

Google presents options. AI tries to narrow those options.

This means a business that wants to succeed in AI search needs more than a page containing the right keyword. It needs clear evidence explaining why it should be recommended.

That evidence might include:

  • Detailed service and location pages
  • Genuine customer reviews
  • Projects or case studies with clear outcomes
  • Testimonials written as text, not only displayed in images
  • Awards, licences, memberships and qualifications
  • Clear pricing information where appropriate
  • FAQs or answers to common customer questions
  • Accurate business information across trusted websites and directories (name, address and Phone number, commonly referred to as NAP)

Much of this is already good SEO and good website practice. AI makes it even more important.

AI is becoming part of Google

The biggest mistake would be to treat Google and AI as two completely separate channels.

Google is increasingly incorporating AI into Search and Maps through AI Overviews, AI Mode and other conversational features.

Google’s current Search Central guidance states that SEO remains relevant because Google’s generative AI features rely on its existing Search index, ranking systems and quality signals.

Google also specifically recommends maintaining accurate Google Business Profile information, as it can help local products and services appear in both traditional search results and AI-generated responses.

In other words, improving your Google visibility can also improve your visibility within Google’s AI experiences.

Google’s guidance is also refreshingly direct about AI marketing hype. Businesses do not need special AI files, invented markup or questionable shortcuts to qualify for Google’s generative search results.

Solid SEO, accurate business data, useful content and a properly maintained website remain the foundations.

That does not mean the search results will remain unchanged.

Sterling Sky’s early research found that AI-generated local packs were appearing for around 8 per cent of the keywords it studied.

These results sometimes showed only one or two businesses rather than the traditional three and surfaced 32 per cent fewer unique businesses. Some versions also removed the direct call button.

This is early data and should not be treated as representative of every industry or location. It does, however, show that competition for local visibility may become tighter as Google adds more AI features.

Where small businesses should focus

A local small or medium business with limited time and money should prioritise its marketing in the following order.

1. Google Business Profile and Google Maps

Claim and verify the profile. Select accurate categories, list services, maintain opening hours, add current photographs and keep all contact information correct.

Google confirms that complete and accurate information makes a business more likely to appear in relevant local searches. Reviews, positive ratings and responses can also help a business stand out.

2. A properly optimised business website

Create a dedicated page for each important service or product. Explain where the service is available, who it is for and what problem it solves.

The website must work properly on mobile, load quickly and make calling, booking or enquiring easy.

Google cannot convert a visitor into a customer if the website is slow, vague or difficult to use.

3. Reviews and reputation

Do not treat reviews as a side project. Reviews influence Google rankings, customer decisions and AI recommendations.

Ask customers for reviews consistently, respond to every review and keep generating recent feedback.

BrightLocal found that 97 per cent of consumers read reviews for local businesses, while 74 per cent were primarily interested in reviews written within the previous three months.

4. Evidence that AI can understand

Publish case studies, testimonials, qualifications, memberships, awards and clear explanations of how services are delivered.

Important evidence should appear as written text on the website. A logo, photograph or testimonial video may look convincing to a person, but the supporting information also needs to be readable and understandable by search engines and AI systems.

5. A consistent presence beyond Google

Maintain accurate listings on platforms such as Bing Places, Apple Maps, Facebook and relevant industry directories.

Seek genuine mentions from local media, associations, suppliers, community organisations and trusted industry websites.

AI systems often compare information from several sources before recommending a business.

6. Google Ads when immediate visibility is needed

Businesses in competitive industries should consider Google Search Ads when they need leads immediately or cannot yet obtain strong organic visibility.

This becomes more relevant if AI-generated Google results reduce the number of businesses shown or remove direct contact features from some organic listings.

7. Monitor AI without chasing every new trick

Periodically check how ChatGPT, Gemini, Perplexity and other tools describe the business.

Look for incorrect locations, outdated services, missing qualifications or competitors being recommended instead.

Then trace the information back to the website, Google Business Profile, directory or review source that needs improving.

The goal is not to create content purely for robots. It is to make the business easy for both people and technology to understand and trust.

The practical allocation

For a local business with limited resources, a sensible working allocation is:

Put around 70 to 80 per cent of search marketing effort into Google Search, Google Maps, website SEO and review management.

Use the remaining 20 to 30 per cent to extend that same information, expertise and proof into the wider sources used by AI.

This is a practical recommendation, not a published industry benchmark.

It reflects the current reality that Google remains the dominant local demand channel, while AI is an important and growing research and recommendation channel.

The two areas also overlap heavily. A better website, stronger reviews, accurate listings and credible case studies improve visibility across both.

Final verdict

Google is still king when people are actively looking for a local product or service.

AI is becoming an influential adviser, particularly when people are comparing businesses, asking complex questions or looking for a personalised recommendation.

But AI has not replaced Google as the main local search channel, and many consumers still use Google to verify what AI tells them.

Small businesses should not abandon SEO for AI optimisation. Nor should they ignore AI until it becomes dominant.

As the Old El Paso girl so memorably suggested, “why not have both?” “¿Por qué no los dos?”

Use both, but do not split your resources equally.

Build Google visibility first, then make the same business information, expertise and evidence strong enough to earn recommendations from AI.

Research note

The Orbit Media and BrightLocal consumer surveys cited in this article were conducted in the United States. They provide useful directional evidence about search behaviour, but they should not automatically be treated as identical to Australian behaviour.

This article pairs those findings with current Australian search market data and Australian AI trust research.

Sources

There is no way I could have written this without the assistance of AI.

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