Search has always been one of the most powerful tools for advertisers because it captures consumers at the exact moment of intent, when they’re actively looking for answers, products, or services. Today, search is changing faster than most local businesses can track. In many ways, it feels similar to the moment smartphones first reshaped how consumers found information. Familiar behaviors shifted almost overnight. 

AI is accelerating that change. Consumers are searching in new ways and getting answers faster than ever, often without needing to do much digging themselves. For local businesses, that creates real opportunity, but it also raises new questions about how to stay visible.

There is no shortage of headlines about AI in search. What’s harder to find is clarity. What’s real. What’s hype. And what actually matters for business owners trying to stay visible in their community.

That’s where trusted partners become essential.

For years, search worked in a familiar way. You typed in a query and received a list of links. Rankings and clicks were a clear way to measure success. AI-powered search engines change that experience. You’ll still receive direct links, but above that you’ll see that search engines are now summarizing information and presenting a single answer. The AI response pulls from several sources at once. And the research happens in the background, before a consumer ever clicks through to a website.

That shift has real implications. If your business is not part of the information being summarized and surfaced, it may never enter the consideration set at all. Visibility is no longer just about ranking. It is about being noticeable enough to be referenced.

While consumer behavior doesn’t shift overnight, local businesses are aware that the search landscape is changing, and there’s tremendous upside for changing right alongside it. AI systems reward clarity, accuracy, and relevance. When a business is clearly defined, well documented, and actively engaged with its audience, AI can become a powerful recommendation engine.

Business leaders should also expect a shift in traffic patterns. As your brand appears directly in AI-driven search results, clicks may decline. That does not mean search is becoming less valuable. It means the information that exists about a business online now carries even more weight.

One of the most common questions we hear is what kind of content performs best in an AI-driven search environment. The honest answer is that there is no single formula, and anyone claiming otherwise should raise a red flag. 

What does matter is quality. Content needs to be accurate, relevant, and genuinely reflective of what a business offers. AI models rely on well-structured information they can understand and trust. This is not an advertising expense. It is a foundational business investment. Websites must be crawlable. Business details must be consistent. Content should clearly explain services, expertise, and local relevance. Many businesses that treated SEO as a background task now need to think of it as part of their core infrastructure.

Search has long been measured through clicks. Even the pricing models reinforce that mindset. AI shakes this up. As data collection changes and privacy rules tighten, the way search success is measured a year from now will look very different than it does today.

This is not something to fear, but it does require flexibility. The smartest businesses are paying attention, asking questions, and staying nimble as the measurement landscape evolves.

These shifts in Search call for partnership and accountability. Local businesses should be asking whether their current search partners are actively planning for AI-driven discovery. If the answer is unclear, it may be time for a deeper conversation. A strong partner should be able to explain how AI affects visibility today and how they are preparing for what comes next.

It is also a good time to step into the customer’s shoes. Does your website answer real questions? Does it feel helpful? Does it clearly explain who you are and why you matter in your market? In many cases, small improvements here can make a meaningful difference.

Search is no longer just about being found. It is about being recommended.

We are entering a period where search may act more like a concierge than a directory. We’ll be guided toward businesses the system trusts based on the information it can verify.

At Audacy, we see this as an opportunity. Our digital team’s scale, our local presence, and our focus on trusted connections position us well to help businesses navigate what comes next. As search becomes more conversational and more synthesized, authority and clarity will win.

The businesses that invest now in being accurate, helpful, and credible will be the ones AI chooses to surface. And in a world where answers arrive instantly, that trust is everything.