Local Businesses Are Losing Visibility and Most Owners Don’t Know Why

Buffalo, NY — Local businesses across Western New York are quietly losing visibility online as artificial intelligence (AI) increasingly reshapes how consumers search for and choose local businesses, and most owners are unaware it is happening.

Instead of clicking through search results, consumers are now asking AI-powered tools direct questions like “Who has the best Italian food near me?” or “What’s the best med spa in Buffalo?” and receiving instant answers without ever visiting a website. For businesses that rely on local search traffic, this shift is already reducing exposure, inquiries, and competitive visibility.

Independent research shows that fewer than 60 percent of Google searches now result in a click to a website, as answers are increasingly delivered directly within search and AI interfaces (SparkToro).

A digital strategy firm monitoring search behavior trends across multiple U.S. markets reports that many established businesses are no longer appearing in customer discovery paths, even though their Google rankings have not changed.

“What’s alarming is that nothing looks broken on the surface,” said Lisa Churakos, co-founder of Rakos Media Group, a Western New York–based digital strategy firm. “Search Console looks normal. Rankings look stable. But customers are making decisions before they ever reach a search results page or a website.”

The shift is being driven by AI-powered search interfaces that summarize, filter, and recommend businesses directly, often pulling from structured data, brand mentions, authority signals, and contextual relevance rather than traditional keyword rankings alone. Google itself has acknowledged the growth of zero-click behavior and the expansion of AI-generated summaries within search results (Google Search Central).

For local businesses, this means visibility is no longer determined solely by who ranks highest on Google Maps or organic results. Instead, AI systems are favoring businesses that demonstrate clarity, authority, and trust across multiple signals, many of which are invisible to business owners.

“This isn’t a future problem,” said Chris Churakos, co-founder of Rakos Media Group. “It’s already impacting who gets seen and who gets skipped. Most small businesses still believe search visibility begins and ends with Google. That assumption is now costing them customers.”

Technology research firm Gartner has projected that traditional search engine usage could decline by as much as 25 percent by 2026 as AI-powered discovery tools replace browser-based searching (Gartner).

Industries most affected include home services, healthcare, professional services, and local retail, where buying decisions are increasingly influenced by AI-generated summaries rather than traditional browsing and comparison.

The concern is not that Google is disappearing, but that it is no longer the sole gateway to discovery. As AI tools become embedded into search engines, browsers, and mobile devices, they are reshaping how consumers evaluate options before making contact.

For business owners, the challenge is that these AI-driven visibility losses often go unnoticed until revenue declines.

“By the time most businesses realize something has changed, they’re already behind,” Chris Churakos added. “AI doesn’t announce when it stops recommending you.”

Local business advocates warn that education and awareness are lagging behind technology adoption, leaving many operators vulnerable during a period of rapid transition.

“This is the kind of shift that separates businesses that adapt early from those that slowly fade,” the spokesperson said. “The danger isn’t AI itself. It’s not knowing you’ve fallen out of the conversation.”