Key stat: 75% of US consumers who used AI to find a local business checked Google or Maps before contacting them, according to a July report from BrightLocal.

Beyond the chart:

• That verification habit is spreading fast. 31% of consumers now use AI monthly for local recommendations, up from 6% a year ago, but only 2% of those who started on an AI platform relied on AI results alone, according to BrightLocal.
• Meanwhile, your B2B buyers do the same thing. 41% of US B2B professionals who use AI at work start with AI and then validate the answer through traditional search, the most common workflow of any, according to Semrush.

Use this chart: Drop this in your local search strategy deck to show why your Google Business Profile still carries the load. AI may surface your business first, but three-quarters of consumers verify on Google before they call. Show this to defend listings budget when someone pushes to move everything to AI optimization.

Related EMARKETER reports:

• The Future of Digital 2027 (EMARKETER subscription required)
• How People Use AI in 2026 (EMARKETER subscription required)

Methodology: Data is from the July 2026 BrightLocal "Consumer Search Behavior Survey 2026." 1,227 US consumers who had conducted an online search for a local business within the previous three months were surveyed in 2026. The survey was conducted using a representative consumer panel. The study examined consumer search behaviors, preferences, and decision-making when searching online for local businesses.