Why Trust Matters In AI Search.

As artificial intelligence rapidly transforms how consumers search for information, local businesses face both new opportunities and new challenges in staying visible, according to a new analysis from Audacy SVP of Digital Sales Jenny Sutton.

Search has long been one of the most powerful tools for advertisers because it captures consumers at moments of clear intent. But Sutton says AI-driven search is changing that familiar dynamic, much like smartphones once reshaped how people discovered information. Instead of scrolling through links, consumers are increasingly receiving synthesized answers that pull from multiple sources before they ever click.

That shift is already evident in Google’s AI Overviews, where users asking a question such as “best brunch spot with a patio in SoHo” may be presented with a direct recommendation rather than a list of websites. For businesses, Sutton says, the implication is significant: if a brand is not part of the information being summarized, it may never enter the consumer’s consideration set.

“Visibility is no longer just about ranking,” Sutton writes in an Audacy Insights blog post. “It is about being noticeable enough to be referenced.”

For local businesses, AI-powered search rewards clarity, accuracy, and relevance. Well-defined brands with consistent information across platforms and meaningful engagement with their audiences are more likely to be surfaced as trusted recommendations. While consumer behavior won’t change overnight, Sutton notes that many business owners already recognize that the search landscape is evolving — and that adapting alongside it can unlock real upside.

One notable shift that businesses should expect is a change in traffic patterns. Appearing directly within AI-generated answers may lead to fewer traditional website clicks, but Sutton cautions against viewing that as a loss. Instead, it reflects the growing importance of the information that exists about a business online. In an AI-driven environment, that information increasingly carries the value once measured solely through clicks.

Content, Sutton says, still matters — but in a different way. There is no single formula for success in AI-driven search, and claims to the contrary should raise skepticism. What matters most is quality: accurate, relevant, and clearly structured content that reflects what a business actually offers. Websites must be crawlable, business details consistent, and services clearly explained with local relevance.

“Many businesses that treated SEO as a background task now need to think of it as part of their core infrastructure,” Sutton writes, framing it less as an advertising expense and more as a foundational investment.

Measurement is evolving as well. Search performance has traditionally been judged by clicks and reinforced by pricing models built around that metric. AI, combined with changing data collection practices and tightening privacy rules, is disrupting those standards. Sutton says the way success is measured a year from now is likely to look very different, requiring flexibility and a willingness to adapt.

In the near term, Sutton advises local businesses to reassess their search partnerships. Companies should be asking whether their current providers are actively planning for AI-driven discovery — and whether they can clearly explain how AI affects visibility today and in the future. If the answers aren’t clear, it may be time for deeper conversations.

She also encourages business owners to view their digital presence through the eyes of consumers. Does the website answer real questions? Is it helpful and clear about who the business is and why it matters locally? Even small improvements in those areas can make a meaningful difference as AI systems increasingly act as filters of trust.

Ultimately, Sutton says search is moving from a directory model to something closer to a concierge. Rather than simply listing options, AI will guide consumers toward businesses it deems credible based on verifiable information.

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