AI Overviews and zero-click search: what local businesses should do.

By the Third Eye Marketing team · Updated 14 October 2026 · 5 min read

What changed

Google now often shows an AI-generated summary above the usual results, and assistants such as ChatGPT answer questions directly. Customers can get a name, an address and a recommendation without ever opening a website. For a local business, the decision can be made inside Google Maps, a profile or an AI answer.

What the research says

A 2026 working paper by Agarwal and Sen, as reported by Search Engine Journal, found that AI Overviews reduced organic clicks by about 38% in a randomized study of 1,065 participants, and that zero-click searches rose from 54% to 72%. Treat it as a working paper reporting one study, not as a rule for every business. Separately, BrightLocal’s 2026 survey found 45% of US consumers had used ChatGPT or another AI tool for a local business recommendation in the past year.

What does not change

• Customers still want a business that is nearby, trustworthy and open when they need it.
• Accurate facts, recent genuine reviews and a clear answer to their question still win.
• The calls, directions and bookings still happen, just through different doors.

Four things to do

1. 1. Win the profile

   Complete your Google Business Profile: it is where many decisions now happen.

2. 2. Earn recent reviews

   Ask every customer and reply to every review. Volume and recency matter to people and to AI.

3. 3. Answer questions on your site

   Put the direct answer first, mark up your FAQs and keep your facts identical everywhere.

4. 4. Measure what matters

   Track calls, direction requests, bookings and enquiries, not just website clicks. See how we measure.

Sources

1. BrightLocal, Local Consumer Review Survey 2026, published 11 February 2026 (1,002 US adults).
2. Agarwal and Sen, SSRN working paper (2026), as reported by Search Engine Journal. A single randomized study (n=1,065); treat as indicative.

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