By now you've probably heard the old joke “Where’s the best place to bury a body?” The answer: on the third page of Google results.
While that joke stood firm for many years, witty marketers later challenged that the answer has evolved to below the scroll on the first page as most searchers aren’t even making it past the first finger flick.
But now there’s a new question worth asking: Can AI find us?
Consumers are increasingly turning to tools like ChatGPT, Gemini, Claude, and other AI assistants for recommendations. Instead of searching “best accountant near me” and scrolling through a page of links, someone might give a whole narrative like, “I own a small construction company and need an accountant who understands my industry. Who’s the best?”
That’s a very different kind of search.
And it raises an interesting question for every business owner: If a potential customer described exactly what you do and asked AI for a recommendation, would your business make the list?
There's an easy way to find out.
Give Your Business an AI Audition
Open the AI of your choice and pretend you’re a potential customer. Don’t search your business name or industry.
Ask the kind of question someone would ask when they don't know you exist yet.
For example:
- "Where can I find a good caterer for a small corporate event?"
- “I need someone to help me create a will. What should I look for?”
- “What are some good gift ideas from independent businesses?”
- “I need a marketing company that works with small businesses. How do I find one?”
- “Where should I take my car. It’s making a sound like a bird whistling.”
- “Who has the best gluten-free crust? Not Pizza Haven.”
Make the questions specific and conversational. If your business doesn't appear, don't panic. AI recommendations can vary by tool, location, available information, and even how the question is worded. One experiment isn't a definitive ranking.
Instead, consider this the first step.
Now Ask AI What It Knows About You
Next, use your actual business name.
Ask:
“What can you tell me about [business name]?”
Then get more specific.
“What services does [business] provide?”
“Who is [business] best suited for?”
“What is [business] known for?”
“How is [business] different from its competitors?”
Now things are getting interesting.
You may find that AI has an accurate picture of your company/offerings. You may also find outdated services, missing information, vague descriptions, or details that make you wonder if you have a business alter ego operating at your address.
Don't focus solely on whether AI gets everything right. Look for patterns in what's missing.
If you've spent years building expertise in a specialty and that specialty never comes up, that's something to pay attention to.
Look at the Digital Breadcrumbs You're Leaving
AI systems gather and synthesize information magically (or at least the companies aren’t spilling their secrets), so there's no single trick that guarantees you'll appear each time.
But you can make your business easier to understand online.
Review the places where information about your company appears.
Is your website current? Does it clearly explain what you do, who you serve, and where you operate?
Are your business listings accurate?
Is your chamber directory profile complete?
Do other credible websites mention your business?
Have you earned reviews that describe what customers hired you to do?
Are you publishing useful information that demonstrates your expertise?
These are digital breadcrumbs that AI feeds off of. The clearer and more consistent the trail, the easier it is for humans, search engines, and AI systems to understand your business.
Try the Competitor Test
Ask AI to suggest businesses like yours or compare several businesses in your category. Pay attention to the characteristics it highlights.
Maybe a competitor is repeatedly associated with fast turnaround. Another is known for a particular specialty. Someone else has a strong reputation for working with first-time buyers.
What does it say about you?
Don’t chase competitors trying to copy their positioning. Instead view it as a way to see how your business is being interpreted from the outside.
There may be a sizable gap between what you think you're known for and the information people can find about you.
Do This Again in Six Months
AI discovery is evolving quickly. What works today may look different six months from now.
Think of this as a periodic business checkup. Set aside 20 minutes or so a few times a year and repeat the experiment.
Ask different questions. Try different AI platforms (today’s darling may be next year’s also-ran). Check the information being returned. Update your online profiles when necessary.
Finally, start with one of the easiest places to strengthen your digital presence: your chamber membership. Make sure your chamber directory listing includes your current website, contact information, services, description, and other available fields. If you're unsure what opportunities are available through your membership to increase your visibility, contact the chamber.
Your next customer may still find you through a referral, a Google search, or a conversation at a networking event.
But increasingly, there may be one more voice in that conversation.
And it might be AI.
Christina Metcalf is a writer and women’s speaker who believes in thepower of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyalcustomer/member base. She is the author of The Glinda Principle, rediscovering the magic within.
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