AI usage surges 6X for local search, fragmenting the digital ecosystem
Local search behavior now straddles multiple platforms, with consumers traversing a 'verification loop' to find actionable information.
Local Search
Business websites dominate Gemini’s local AI citations
Nearly 60% of Gemini’s local citations point to business websites, but recommendations can change dramatically when using identical searches.
Yelp brings reviews and local leads to ChatGPT
ChatGPT gets access to Yelp's reviews and business data, Yelp's gets prime placement and links.
Apple Maps’ ads shift focus to context and intent
With privacy-first targeting, Apple Maps ads rely on real-time context, forcing marketers to rethink how they reach nearby customers.
Why AI personalization comes with strict limits
Consumers are more willing to trade data for better recommendations, but they are very clear about what the red lines are.