How Does AI Decide Which Businesses to Recommend?
Ever wonder why ChatGPT recommends certain businesses but doesn't mention yours? It's not necessarily because those companies have better websites or bigger marketing budgets.
Imagine someone needs a new accountant, a pool cleaning company, or a therapist. Instead of searching Google and looking through several websites, they open ChatGPT and ask:
"Can you recommend a few reputable businesses near me that offer this service?"
Within seconds, they may receive a list of businesses, along with descriptions, reasons to consider them, and links to learn more.
But how did AI choose those businesses?
And why wasn't yours included?
If you're a small business owner, these are questions worth asking. As more people use AI tools to research products and services, understanding how AI recommendations work is becoming another important part of digital marketing.
The good news? You don't need to completely change your marketing strategy to get started.
Does AI Search Work Like Google?
Not exactly.
Traditional search engines typically provide a list of results that people can explore. AI search tools often go a step further by gathering information and creating an answer directly.
The AI system may gather information from multiple sources, compare businesses, and produce a direct answer with recommendations.
For example:
Searching Google for "pool cleaning Chandler AZ" might see local listings, websites, and advertisements.
Asking ChatGPT, "Recommend a Chandler pool company" may receive a more detailed response comparing several businesses.
To create that answer, an AI search tool may use information from business websites, search engines, online directories, reviews, and other available sources.
One thing is certain: There is no magic formula that guarantees your business will be recommended.
However, you can improve the quality and availability of the information these systems use.
AI Needs to Understand What Your Business Does
Start with your website.
Does it clearly explain your services
The customers you help
Areas you serve?
Let's say a business offers mobile blood draws for children and adults throughout the Phoenix area. If its website simply says "convenient healthcare services," that doesn't tell customers very much.
But if the website clearly explains that the company provides pediatric and adult mobile phlebotomy, travels to homes and offices, and serves specific Arizona communities, there's much more useful information available.
The same applies to almost any business.
What you can do
Review your homepage and service pages. Make sure someone unfamiliar with your company can quickly understand what you offer, who you help, and where you work.
Specific Information Can Help Your Business Stand Out
Imagine asking AI to recommend a business that specializes in something very specific. For example:
"Find a home appraiser in Phoenix who has experience with estate and date-of-death appraisals."
A general real estate appraisal website may not answer that request as clearly as one that specifically explains its experience with estate appraisals.
This is why details matter. Your website should explain your specialties, qualifications, experience, and the types of problems you solve. You don't need to repeat the same keywords dozens of times. Instead, provide information that helps potential customers understand whether you're the right fit.
What you can do
Identify three things that make your business different and make sure they're clearly explained on your website.
AI Can Use Information Beyond Your Website
Your website is important, but it isn't the only source of information about your company.
Depending on the AI platform and the question, other sources may include business directories, industry associations, professional profiles, news articles, and customer reviews.
Think about what happens when someone researches your business.
Do they find consistent information?
Are your services accurately described?
Can they find evidence that you're an established, active company?
These details help create a more complete picture of your business.
For example, an accounting firm might have a website, professional association membership, Google Business Profile, and articles published by its accountants. Each provides additional information about the business.
What you can do
Search for your business name and review what appears. Correct outdated information and look for opportunities to strengthen your presence on credible, relevant websites.
Your Expertise Matters More Than Generic Content
Here's where small businesses have a real opportunity.
AI can generate general explanations about almost anything. What makes your business valuable is your actual experience.
A pool builder who has completed hundreds of backyard projects has knowledge that goes beyond a generic article about swimming pools.
A therapist who specializes in a particular type of counseling understands the questions and concerns their clients commonly face.
A business consultant who has helped companies solve specific problems can share practical lessons from those experiences.
That knowledge belongs on your website. Rather than publishing articles that repeat information already available everywhere, share original examples, professional insights, and answers based on your work. If the article could be published on your competitors site, you haven’t added enough original examples or professional insights from your point of view.
What you can do
Think about a recent customer problem you solved. Could you turn that experience into a helpful article or case study?
Read more in our guide: How Local Businesses Can Build Trust and Visibility in AI Search
Being Found Isn't the Same as Being Recommended
An AI tool might find your website and use information from it without mentioning your business by name.
It might cite one of your articles while answering a question.
Or it might recommend your business when someone asks for a particular service.
These are different types of visibility.
For example, an article explaining the cost of a swimming pool could be referenced in an AI answer about pool construction costs without the company being recommended as a pool builder.
Both can introduce people to your business, but they don't necessarily produce the same results. The goal isn't simply to get your business name into an AI answer.
The goal is to reach people who are interested in the services you provide.
Can You Pay to Be Recommended by AI?
Be careful with anyone promising guaranteed organic AI recommendations.
Some AI platforms now offer paid promotions or ads. Advertising, however, is different from being selected for an unpaid recommendation or citation.
No consultant or agency can guarantee that ChatGPT, Google AI Overviews, or another AI platform will consistently recommend your business. Be especially cautious about companies selling secret AI ranking tricks or promising immediate results.
A better investment is making sure your business has useful website content, accurate information, and a credible online presence.
What Should Small Business Owners Do First?
You don't need to tackle everything at once. Start by reviewing your website and answering three questions:
Does it clearly explain what your business does and who you help?
Does it provide specific information about your experience and specialties?
Can potential customers find accurate information about your business beyond your website?
If the answer to any of these is no, you've found a good place to begin.
You can also try asking ChatGPT questions your customers might ask. Look at the businesses and sources mentioned, but remember that individual answers aren't reliable rankings.
Additional information can be found in our guide: How to Get Found in AI Search: 10 Simple Steps
AI Search Is Changing, but Good Marketing Still Matters
Getting recommended by AI isn't about finding a shortcut around SEO. It's about making your business easier to discover, understand, and evaluate. Your website, content, reviews, professional reputation, and online presence all have roles to play.
And while AI search is changing how people find businesses, the goal is familiar: help potential customers understand why your company might be the right choice.
Want to know whether your business is positioned for AI search?
NOW You See Me Marketing helps small businesses improve online visibility through SEO, content strategy, and practical digital marketing guidance. Schedule a Digital Marketing Consultation to discuss where your business stands and what improvements are worth making.