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Why AI is making Google reviews even more important

More and more people are using AI assistants like ChatGPT, Gemini and Perplexity to find information, rather than relying solely on Google. They simply ask a question and receive an answer with recommendations.

This means the way customers discover your business is changing too. In the past, someone might have searched Google for “hairdresser in Nijmegen“. Today, that same person might ask AI: “Can you recommend a good hairdresser in Nijmegen?” And the answer AI provides? It’s often influenced by businesses with positive, recent Google reviews.

AI (Artificial Intelligence) uses publicly available information to assess which businesses are trustworthy and keep their customers satisfied. So it’s not just Google that considers reviews. AI assistants like ChatGPT can also use customer reviews when deciding which businesses to recommend.

Why Google reviews are so important

Google reviews have played a major role in your business’s online visibility for years. Businesses with a high number of positive reviews often rank higher in Google Maps and local search results. That’s because Google considers customer reviews an indicator of trustworthiness and quality.

As a result, a business with dozens of positive reviews is more likely to appear prominently than one with only a handful. And that makes sense: people tend to trust the opinions of other customers more than what a business says about itself.

A few years ago, Google placed greater emphasis on what is known as E-E-A-T. This stands for Experience, Expertise, Authoritativeness and Trustworthiness. These principles help Google assess the credibility and quality of online content. Customer reviews can contribute to a business’s overall reputation by showing that it’s active, delivers good service and provides positive customer experiences.

Until recently, this mainly mattered for local SEO: helping your business become more visible in Google Search and Google Maps.

With the rise of AI assistants such as Google Gemini, ChatGPT, Microsoft Copilot and Perplexity AI, technology is no longer looking at websites alone. AI can also analyse, compare and summarise information based on what customers are saying. This means reviews may not only influence your visibility on Google, but also whether your business gets mentioned in AI-generated answers.

How AI uses customer reviews

More and more people are asking AI assistants questions directly. Instead of receiving a list of websites, they get a clear answer that often mentions just a handful of businesses, typically those with a strong online reputation and positive customer reviews.

AI tools gather information from publicly available sources, including Google Business Profiles and customer reviews. They can analyse what people are saying about your business and use that information to help determine which businesses to recommend. For example, someone might ask ChatGPT:

“Where’s a good place for lunch in Amsterdam?”

AI may recommend businesses with plenty of recent, positive reviews. It can also look beyond star ratings and consider what customers actually say in their reviews. Phrases such as “friendly staff”, “excellent service” or “quick service” can help AI recognise that your business provides a positive customer experience and is worth recommending.

Want your business to appear in these recommendations too? Make it as easy as possible for customers to leave a review. With a or display, customers can simply scan and share their experience. This helps you collect more reviews and gradually build a strong online reputation that AI assistants can recognise.

Collect Google reviews

How to prepare your business for an AI-driven future

AI is evolving rapidly, but one thing remains the same: businesses with a strong online reputation are more likely to stay visible. Want your business to be mentioned when someone asks ChatGPT or Gemini for a recommendation? There are steps you can take today to improve your chances.

Keep your business profile up to date
Check your Google Business Profile regularly. Are your opening hours, contact details and website link correct? Add clear photos of your business, your team or your work. This information can help AI assistants understand who you are and what your business offers.
Make asking for reviews part of your routine
Don’t wait for customers to leave reviews on their own. Encourage them to share their experience, for example after a purchase or appointment. A Google review display or review card makes this even easier.
Respond to every review
A short response shows that you value customer feedback and take your customers seriously. It also helps demonstrate that your business is active, engaged and committed to good customer service.
Think beyond Google
Many business owners focus solely on their rankings in Google Maps or search results, but more and more people are using AI assistants to discover businesses. Make sure your business information is accurate, consistent and up to date across the platforms where customers can find you.

Reviews are your business card for the future

AI is changing how customers discover businesses. While keywords and advertising used to play a major role, trust is becoming increasingly important. And that trust comes from real customers. By actively collecting reviews today, you’re not only strengthening your reputation on Google but also improving your chances of being discovered through AI assistants.

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