Is ChatGPT Killing Google Search? What the New Research Really Means for Your Local Business

"ChatGPT tied to a 9% drop in Google search." That headline is everywhere right now, and if your customers find you on Google, it sounds alarming. Take a breath — the research is real and worth understanding, but for a local business, the story is almost the opposite of the headline. Here's what the study actually found, and what it means for you.

What the research actually found

Researchers at Bocconi University analysed Comscore clickstream data from U.S. desktop browsing during ChatGPT Search's rollout (roughly October 2024 to February 2025). The headline number: when ChatGPT Search access expanded, weekly search queries fell about 9.4%, growing to 17% after 20 weeks. Among people already using ChatGPT, the drop was smaller — around 4.9%, rising to 8.2%.

Real, meaningful numbers. But the average hides the part that actually matters for local businesses.

The part the headline skips: it's informational search that dropped

When the researchers broke the decline down by type of search, the picture changed completely:

The searches that moved to AI are the ones people used to look things up with — not the ones they use to find and visit a business. "Dentist near me" still means Google.

It makes sense: a chatbot is a great replacement for looking up a fact. It's simply not what people use to find, call, and drive to a nearby business.

Why your local customers are still on Google

Think about how someone finds a local business: "dentist near me," "plumber in Pune," "best salon nearby," "car service open now." Those are transactional and navigational searches with intent to call, visit, or book — exactly the category the study says barely changed.

People don't ask ChatGPT to give them directions, show the phone number, read 200 recent reviews, or open the Maps pin so they can drive over. They open Google for that. And there's a second reason the 9% doesn't map onto local: the study looked at U.S. desktop only — but local search is overwhelmingly mobile and Google Maps, which this data doesn't even capture.

So the honest takeaway for a local owner isn't "Google is dying." It's: your near-me customers are still right there on Google — keep owning that.

But here's what IS changing — don't ignore it

The reassurance comes with a real "but." More and more people now ask AI assistants for recommendations: "best dentist in [city]," "a good plumber near me," "where should I get my car detailed?" And AI increasingly answers with specific business names. The study backs the direction of travel — ChatGPT's referral rate (how often it sends people to a website) climbed from about 2.5% to 6.5% over the period.

That's a brand-new discovery channel opening up alongside Google — not replacing it. And here's the catch: if AI doesn't know your business exists, you're simply invisible in those answers. Your competitor who shows up gets the call.

What local businesses should actually do

The move isn't "panic and abandon Google." It's both/and — here's how the two channels compare and where to put your effort:

Practically, that means:

• Keep winning on Google. A complete Google Business Profile, a steady flow of fresh reviews, regular posts, and a strong Map ranking still drive the most local, ready-to-buy customers.
• Make yourself easy for AI to recommend. AI leans on the same signals Google does — consistent name/address/phone across the web, genuine reviews and reputation, and a clear website about what you do and where.
• Check whether AI already recommends you. Ask ChatGPT "best [your service] in [your city]" and see if you appear — more in does ChatGPT recommend your business?, or run a quick free AI visibility check.

The honest caveats about this study

It's worth staying level-headed in both directions:

The researchers measured "observable traffic allocation — not revenue, publisher income, or long-run content production." It was desktop-only, U.S.-only, over an early rollout window — a signal about where things are heading, not a final verdict, and not a measurement of local search.

So take the 9% seriously as a trend, but don't let a desktop, informational-search number scare you about your Maps-driven local customers.

The bottom line

AI is reshaping how people find information far faster than how they find local businesses. Your "near me" customers are still on Google Maps, calling and visiting — so keep owning that channel. At the same time, the smartest local owners are quietly making sure they also show up when someone asks an AI for a recommendation. Do both, start now while it's early, and you're covered whichever way search shifts next.

Frequently asked questions

Is ChatGPT going to kill Google?
Not for local search. The research shows AI is replacing informational lookups, while transactional/local searches held steady. Google Maps is still where "near me" customers go.

Will my local customers stop using Google?
There's no sign of that. People still use Google to find directions, phone numbers, hours and reviews for nearby businesses — the study found those searches barely moved.

Do I need to do anything differently?
Keep doing great Google Business Profile work — and additionally make sure AI assistants can find and recommend you (consistent info, strong reviews, a clear website).

How do I show up in ChatGPT's recommendations?
The same fundamentals that win local SEO — accurate business info everywhere, real reviews, and a solid website — are what AI leans on too. Start there.

Should I stop doing SEO?
No. Local SEO is more important than ever; you're just adding "AI visibility" as a second channel on top of it.

Sources

• Search Engine Journal — ChatGPT Access Tied to 9% Drop in Traditional Search
• Bocconi University research paper (arXiv)

Last updated: July 14, 2026. Findings are based on U.S. desktop data from ChatGPT Search's early rollout and may not reflect mobile or local search.