AI has changed the game for small business marketing because potential customers now use AI to discover, research, and choose businesses. In particular, small business customers use AI search engines and LLMs such as Google AI Overviews, Google AI Mode, Google Gemini, ChatGPT, Perplexity, and Copilot.
Google AI Overviews
Google AI Overviews are the most widely-used generative search results. According to Google, AI Overviews now have over 2.5 billion active users. This is because AI Overviews appear directly at the top of Google search results. People already use Google, so viewing AI Overviews does not require them to change their search habits.
How Small Business Customers Use Google AI Overviews
Small business customers use AI Overviews to:
- Find local businesses
- Learn business information like address and phone number
- Read online reviews
- Research products and services
Google AI Mode
Google AI Mode is similar to AI Overviews. In fact, AI Mode and AI Overview answers are exactly the same. The difference is that when people use AI Mode, they only see the AI answer. There are no other organic or paid listings. AI Mode receives over one billion monthly active users, largely because Google changed the default “search” button to “AI Mode.”
How Small Business Customers Use Google AI Mode
Since the two platforms are pretty much the same, AI Mode and AI Overviews have similar use cases. Small business customers use AI Mode to:
- Get quick answers about a business
- Compare local businesses
- Research products and services
Google Gemini
Gemini is Google’s AI model that supports AI Overviews and AI Mode. In other words, Gemini generates the answers you see in Google AI results. However, you can also use Gemini on its own as a smart assistant or chatbot. Gemini’s answers are almost identical to Google’s other AI platforms, but they tend to be more conversational.
How Small Business Customers Use Google Gemini
Gemini functions better as a smart assistant than a search engine. Small business customers use Gemini to:
- Ask questions about small businesses
- Learn about products and services
ChatGPT
ChatGPT is the top non-Google AI search engine because people view it as the default AI application. It offers many different AI applications and use cases, including online search. An Ahrefs study found that online search accounts for approximately 65% of ChatGPT’s usage – which means that ChatGPT’s search volume is only 11% of Google’s.
How Small Business Customers Use ChatGPT
Unlike Google, ChatGPT is purely a generative engine that often answers questions without direct attribution or links. ChatGPT therefore does not send nearly as much website traffic as Google. Small business customers use ChatGPT to:
- Compare businesses
- Research products and services
- Explore “how-to” topics
Small businesses owners can maximize ChatGPT presence primarily with website content.
Perplexity
Perplexity is an LLM like ChatGPT, but its generative results often look a lot different. Unlike ChatGPT, Perplexity includes many sources and references within its answers. As such, although it only has a 1.3% share of the global chatbot market, Perplexity sends 5.9% of website referrals.
How Small Business Customers Use Perplexity
Perplexity is ideal for people who are looking for sources and websites to explore. Therefore, it may not be ideal for the small business market – but it can be practical in some cases. Small business customers use Perplexity to:
- Identify helpful websites
- Research products and services
Microsoft Copilot
Copilot is Microsoft’s version of Gemini. It is integrated in Microsoft applications such as Bing, Word, Excel, Outlook, and Teams. Copilot’s answers are similar to Google AI Overviews and AI Mode. The difference is that Copilot relies on Bing crawling and indexing.
How Small Business Customers Use Microsoft Copilot
Given its Microsoft Office integration, people generally use Copilot when they are at work. This means that Copilot may be relevant to B2B small businesses. Small business customers use Copilot to:
- Research products and services for their business
- Find business partners
Grok
Grok, which is now part of SpaceXAI, is an LLM that works like ChatGPT and Perplexity. It is popular among X (formerly Twitter) users because it is integrated within the same platform. As such, Grok connects directly to X for realtime information while still extracting information from websites. Grok relies heavily on social and community platforms, so it easily finds small business customer reviews.
How Small Business Customers Use Grok
People use Grok like they use ChatGPT. What sets Grok apart, however, is the X integration. Small business customers use Grok to:
- Research trends
- Follow breaking news
- Read customer reviews
How Small Businesses Should Prioritize AI Search Engines for Marketing
Small businesses win with AI search marketing when they focus their efforts on the right platforms and channels. Follow this AI search approach:
- Focus AI search marketing on Google AI: Google is the volume channel. Google’s AI platforms, particularly AI Overviews, dominate the AI search landscape. Expect over 90% of your small business AI audience to come from Google. Publishing blog content, updating service and product pages, collecting customer reviews, and optimizing Google Business help you appear in Google AI.
- Add ChatGPT optimization to marketing mix: As people get more comfortable with ChatGPT, they start to use it as a search engine. Publishing website content, claiming business listings, and appearing in Reddit are ways to improve ChatGPT visibility.
- Monitor Perplexity website referrals: Perplexity is a viable search engine, but it does not have the audience of Google or ChatGPT. Monitor your Google Analytics property and identify any sessions that come from Perplexity. If you see any, then it may be a good idea to focus on Perplexity.
- Consider Copilot if your small business is B2B: If you run a B2B small business, your target customers may use Copilot more than ChatGPT and Perplexity. In this case, it is worth checking Google Analytics to find any Copilot website referrals.
- Search small business in Grok: Grok does not have the user base of ChatGPT or even Perplexity, but it often does a better job showcasing customer reviews. It may be helpful to search your business in Grok every month or so to understand your reputation.
The practical thing to do is start with Google, and then take a similar approach with ChatGPT. This should be enough for most small businesses. But watch for any website traffic from Perplexity or Copilot and monitor reputation in Grok.
CORE Search’s AI Search Services
CORE Search offers AI service marketing services that prioritize the AI search engines and LLMs that matter most to your small business. We will help you appear in Google AI Overviews, AI Mode, Gemini, and ChatGPT, as well as others.