How AI Is Using Google Business Profile Reviews in AI Overviews to Suggest Local Businesses
Google has always been at the forefront of organizing information and making it useful for users, but with the recent rollout of AI Overviews in Google Search, we’re overall experiencing "question-and-answer" type of results. With that being said, there has also been a major shift in how local business recommendations are delivered in those AI overviews.
AI platforms appear to be tapping into Google Business Profile reviews much more frequently to suggest businesses directly within those AI-generated answers. So, what does this mean for both the consumers and business owners?
What Are AI Overviews?
AI Overviews are a newer feature in Google Search, powered by generative AI, that provides summarized answers to complex questions. Instead of serving a list of links, AI Overviews can synthesize information from across the web and offer a human-readable, concise response, often at the very top of search results. These overviews are completely changing the nature of SEO and search as we know it.
For example, if a user types: “Where can I find a quiet cafe with good Wi-Fi to work from in Brooklyn?” An AI Overview might now include specific business names, highlighted features, and even text snippets from customer reviews.
Rooted Rock’s Founder, Shelly Cihan, recently pointed this out in one of her own searches for an accountant in her area. You can see below how reviews associated with the recommended businesses were directly pulled into the AI Overview. Shelly noted that as search evolves, your reviews aren’t just for humans anymore, but they’re fuel for business and brand visibility.
Where Do These Business Recommendations Come From?
Google’s AI doesn’t just pull names randomly. It leverages a rich dataset, and a key source is Google Business Profile reviews, as you can see in the example above from our Founder. These are the reviews and ratings left by customers on Google Maps and Search.
By analyzing thousands of these reviews, the AI can detect the following:
Popular sentiments (e.g., "great coffee," "fast Wi-Fi," "quiet atmosphere")
Trends in customer experience
Business strengths and standout features
Relevance to the user’s search intent
All these factors help AI determine which businesses are most aligned with the user intent and then suggest them with appropriate context.
So What Does This Mean For Consumers and Business Owners?
Consumers:
Smarter, faster decisions: Instead of scrolling through pages of listings, users get tailored suggestions in seconds.
Context-rich results: Recommendations include real customer feedback, giving a better sense of what to expect.
More relevant local results: Especially helpful when looking for businesses that meet specific criteria (e.g., “dog-friendly breweries” or “kid-friendly museums with interactive exhibits”)
Business Owners:
Encourage reviews: Create a strategy to encourage existing and new customers to leave your business a Google review. The more detailed and positive reviews you have, the more data Google’s AI has to work with!
Monitor sentiment: Respond to reviews in a timely fashion and correct issues as they arise.
Highlight differentiators: Encourage happy customers to mention specific things like ambiance, service, staff, Wi-Fi, dietary accommodations, etc.
Looking Ahead to the Future of AI-Driven Local Search
Google’s use of Business Profile reviews in AI Overviews is a sign of where search is headed. It has now turned toward results that are more contextual, conversational, and deeply personalized.
For consumers, it means better recommendations. For businesses, it’s a new frontier in visibility.
If you’re not actively managing your online reputation, there is no time like the present because Google AI is listening, learning, and recommending. Don’t know where to start with your local SEO? Learn more about our Local SEO services or reach out to us directly at info@rootedrock.com.
