
As AI-powered search becomes the new normal, particularly with Google integrating generative search experiences and large language models (LLMs) into its results, online reviews are now even more important for establishing a digital presence. In this new era of search, online reviews aren’t just influencing customers - they’re helping shape what algorithms prioritise and display.
Why Online Reviews Matter More With AI Search
AI-powered search tools, including those that power Google’s Local Pack - the group of business listings that appears at the top of local search results - don’t just look at your website - they are designed to pull in signals from across the web to provide users with more “human” and conversational answers. This deep-dive approach includes review content, star ratings, photos, and even how your business responds to customers.
LLMs are trained on massive amounts of publicly available data, which may include review-like content when it's accessible. At the same time, platforms like Google are using AI to read, summarise and display review content from sites like Trustpilot, Facebook, ReviewSolicitors and more.
That means:
The reviews you receive can be quoted and summarised by AI tools, helping shape the answers users see.
Review content helps search engines evaluate how trustworthy, relevant and popular your business is.
Strong, consistent reviews can influence your visibility in AI-driven features like Google’s Local Pack, especially as AI learns what users trust and engage with.
We have previously discussed why reviews are so important, but the landscape has evolved even further since then, with the continued growth in AI-powered search and the introduction of AI mode. Although AI mode is currently only available in the US, its rollout within the UK is coming, making it crucial for brands to stay ahead of the curve.
Why Google’s Local Pack Is the New Battleground for AI-Era Brand Recall
As AI-powered search tools become more sophisticated, users are increasingly getting the answers they need directly from the search results, often without needing to click through to a website. This shift changes the path to conversion in a subtle but significant way.
Imagine someone searching for information on how to make a personal injury claim. If your law firm is mentioned as a source in the AI-generated overview, the user may not visit your website immediately, but your name sticks in their mind.
Fast-forward a few weeks - that person is now ready to act and so heads to Google’s local pack to search for “personal injury solicitors near me”.
At this point, two factors are combining to deliver the brand recognition your business needs:
Your presence in Google’s Local Pack, which is heavily influenced by your online reviews, allows the prospective customer to find you easily when they are ready to enquire
The recollection of your brand name, from having been seen previously within Google’s AI overview
This is a textbook example of brand awareness at work, but it only pays off if your business is visible and reputable at the moment of intent. High-quality, consistent reviews act as social proof and a local SEO signal, increasing your chances of appearing in the Local Pack and converting that recognition into a client relationship.
What Does Google Assess When Ranking Businesses in the Local Pack?
When it comes to ranking in local search, particularly in the coveted Google Local Pack, here’s what AI (and Google’s algorithm) is watching:
1. Review Diversification
AI-powered search doesn’t only rely on Google reviews. It’s drawing from multiple review sources across the web to create a richer, more comprehensive picture of your reputation, cross-referencing information for accuracy. Make sure you’re collecting and monitoring reviews across multiple platforms:
Google
Facebook
ReviewSolicitors (for legal services)
Tripadvisor
Yelp, Trustpilot, and other relevant directories in your industry
A diverse review profile across third-party platforms shows search engines that your business is trusted beyond just your own website. This multi-source validation is a powerful signal for AI, indicating broad appeal and credibility, therefore enhancing your visibility wherever customers are looking.
2. Review Volume and Frequency
The number of reviews you receive, and how consistently you get them, is a strong trust signal that AI systems recognise as indicators of popularity and reliability.
Aim for at least 10–15 recent reviews to strengthen your visibility. This is often a strong starting point for improving local rankings, particularly for newer or smaller businesses. While there’s no limit to how many reviews can help, steady, ongoing growth tends to be more impactful than sudden spikes.
A steady trickle of new reviews is better than sudden bursts. It shows ongoing customer engagement and a healthy, active business, which AI interprets as sustained relevance.
3. Visual Content in Reviews
Photos in reviews act as visual proof - they show real people interacting with your business. AI tools increasingly use visual content to assess legitimacy, engagement levels, and even the quality of the experience depicted. Encourage happy customers to upload images. These are not only helpful for other users, but reinforce authenticity signals for AI-powered search engines, making your business more "real" to the algorithm.
4. Review Responses & Human Touch
AI also evaluates how businesses respond to customer reviews, including the tone and quality of engagement.
Are you replying to both positive and negative reviews?
Are your responses thoughtful and personalised, or generic and scripted?
Timely, genuine responses send strong E-E-A-T signals (Experience, Expertise, Authoritativeness and Trustworthiness). AI recognises these cues, understanding that an engaged business is a trustworthy one, something that directly influences its recommendations.
Action Steps for Business Owners
To stay ahead in the AI-powered search landscape, focus on the following:
Have a Clear Review Strategy in Place
An effective online review strategy is essential for managing your reputation and improving your visibility in search. With AI and search engines placing greater emphasis on review content, consistency and responsiveness, it’s more important than ever to approach reviews with a clear, proactive plan.
Use Structured Data for Onsite Reviews
Add schema markup to your site (especially for reviews, ratings and local business info). It helps Google and AI tools interpret and display your business data more accurately and prominently.
Monitor Review Trends
Look out for patterns in your review content. If multiple customers mention the same issue or consistently praise the same aspect, take note and act on it. Search engines and AI-powered tools may pick up on these recurring themes, which can influence how your business is represented in search results.
Engage with Review Platforms
Respond to all reviews promptly and personably. Reply to every review with a genuine human touch. Thank customers, address concerns and avoid robotic responses. AI can analyse these interactions as signals of trust and good service.
Encourage reviews across all platforms. Ask happy customers to leave reviews on sites like Google, Facebook, Tripadvisor or ReviewSolicitors. A broader review profile builds credibility and helps AI form a more complete picture of your business.
Final Thoughts
In today’s AI-driven search landscape, online reviews have become a key part of how algorithms interpret and rank your business. Platforms like Google are increasingly using reviews to assess relevance, credibility and customer experience
If you haven’t already prioritised your review strategy, now’s the time. Make sure your business is being accurately represented by both people and the technology shaping today’s search results.
If you are curious about improving your review presence across your platforms, then get in touch with us and request our best practice guide to online reviews. Contact us today on 0161 402 3170 or fill out our online contact form.