Artificial intelligence is reshaping how consumers search, research and shop, giving local advertisers a new channel to consider as they build marketing strategies. With roughly half of Americans now using AI chatbots - a nearly 50% increase in two years, according to Pew Research data - businesses that appear in AI-generated recommendations could capture a growing source of leads.
Jenny Sutton, Head of Digital Marketing Solutions at Audacy, argues that marketers should add artificial intelligence optimization, or AIO, to their digital strategies. In an Audacy Insights article, she says AIO should complement, not replace, established tools such as SEO and paid search.
The rise of AI-driven discovery
Consumers increasingly ask AI chatbots for recommendations instead of turning to traditional search engines. Rather than searching for an HVAC contractor, auto repair shop, or restaurant, they can ask ChatGPT, Google's AI Overviews, or Claude for suggestions. Four in 10 chatbot users ask these tools for information, creating a potential new source of leads for local businesses.
The experience is more conversational than a list of search results. A simple search for "new tires" can now produce an AI-generated overview that asks about the type of tire and preferred retailer before presenting local recommendations.
AI is also moving beyond recommendations. Google is experimenting with purchasing and scheduling functions within its AI experience, potentially allowing consumers to complete transactions such as ordering products or booking services without visiting a business website.
Sutton encouraged marketers to become familiar with how AI search works and experiment with different platforms and search scenarios to see how businesses appear in results. Professionals looking to build these skills may benefit from an AI Learning Path for SEO Specialists, which covers how AI is changing search and discovery.
Don't abandon what already works
Sutton cautions against dropping paid search and SEO. While roughly half of consumers now use AI tools, the other half still rely on traditional search, making visibility across both environments important.
"Paid search can continue to generate traffic, leads and conversions, while SEO remains a key way for businesses to establish visibility in search results," Sutton said. "The emergence of AI search represents an opportunity to expand the strategy rather than replace what already works."
Marketers should also examine existing digital investments before shifting resources and question their digital partners about how they are addressing AI. Companies working with agencies or other specialists should ensure those partners are actively testing AI tools and incorporating them into their strategies.
Content and reputation remain the foundation
Both search engines and AI platforms rely on credible information when deciding which businesses to surface. Maintaining a website with current, original information, frequently asked questions, expert content, updated photos, and easy navigation all help establish credibility. For marketing professionals seeking deeper knowledge, resources on AI for Marketing can help teams develop these capabilities.
Customer reviews also matter. Sutton recommends encouraging satisfied customers to leave reviews while responding to both positive and negative feedback. Authentic customer experiences strengthen a business's reputation across the digital ecosystem.
Why this matters for marketers
AI is changing how consumers move through the marketing funnel, but it does not eliminate the need for brand-building and performance strategies. Audio, social media, and CTV help create awareness earlier in the consumer journey, while SEO, paid search, and AIO work together to capture consumers closer to purchase.
Marketers who test AI platforms, maintain strong SEO foundations, and build credible reputations now will be positioned as AI rankings evolve. The goal remains the same: turning consumer attention into action - the channels just keep expanding.
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