Unlocking Insights: The New Era of AI Brand Audits
In an age where technology reshapes how consumers engage with businesses, understanding how your brand is perceived online is critical. With multitudes of options available at their fingertips, customers now actively use AI to discover local services, and the implications for brand management are significant. A recent session highlighted the use of AI-powered audits that reveal essential insights about businesses through online reviews and AI summaries. Director Annie Jackson of GatherUp shared her observations, showcasing how a seemingly simple query for a "no-touch car wash for my SUV in Norfolk, VA," returned unexpected results, underscoring the blurring lines between customer expectations and AI algorithm outcomes.
How AI Affects Consumer Searches Today
According to data collected by GatherUp, 55% of consumers consulted Google or Bing AI summaries, while 48% turned to ChatGPT for local business insights. This shift in how consumers seek out services indicates a growing reliance on AI to make informed decisions. Jackson's car wash query brought attention to this rapid evolution in search behavior—demonstrating that AI doesn't merely direct users to businesses; it highlights contextual information over static ratings.
The Role of Customer Reviews in AI Responses
One intriguing aspect of AI brand audits lies in Facebook and directory platforms not allowing crawlers to read and extract review content directly from their listings. Jason Wertham, Vice President of Review Defense Operations at GatherUp, stated, "The major directory service providers block LLM tools from scraping review data on business profiles." However, reviews can still contribute to AI-generated summaries once they are made available on public platforms, such as social media or company websites. This strategy is pivotal for brands looking to enhance visibility through AI-driven queries, as making their reviews accessible impacts how and when they might be surfaced in AI responses.
Implications for Multi-Location Brands
For businesses operating multiple locations, refining their local online presence has never been more essential. The behavioral shift away from generic searches towards more contextual inquiries means that companies need to understand how their presence ranks not only collectively but on a location-by-location basis. The emergency audit prompts developed by Jackson and Wertham focus on surfacing AI perceptions and showcasing responses to questions consumers are likely to ask.
Time and Context: The New Competitive Edge
As AI becomes more adept at providing nuanced answers based on user behavior, the importance of timing in searches cannot be overlooked. Wertham indicated that the context of a query—such as the time of day or specific user traits—can heavily influence what businesses appear in search results. Brands must recognize that their responses and visibility will change based on consumer inquiry patterns, requiring a proactive and adaptive approach.
Take Action: Optimize Your Brand’s Online Presence
If you're managing a multi-location business, the insights drawn from AI audits reveal a clear need for optimizing your digital footprint. By ensuring reviews are accessible and engaging, brands can better control how they’re perceived—leading not just to improved ratings, but to elevated interactions. Consider implementing AI insights as part of a broader strategy to engage your local community effectively.
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