The New Front Door: AI Search for Business Owners

Дата публикации: 07-07-2026 10:02:00

In 2026, AI technology is moving at bullet-train speed. Consumers are shifting to AI search faster than ever, and small businesses are looking for ways to jump onboard and adapt. Part of the challenge is that business owners aren’t getting clear advice on what to do next. They want their products or services to appear when someone searches AI platforms, like ChatGPT, Gemini and Claude. But how do you determine and measure that visibility? What should you do if your business doesn’t appear at all? And how do you correct inaccurate answers if they do? Right now, businesses have plenty of questions and few clear answers.We surveyed more than 1,000 small business owners and analyzed AI traffic patterns across millions of websites. We also partnered with Peec AI, an industry leader in AI search optimization, to analyze 1.3 million citations across ChatGPT, Google AI Mode, and Perplexity—the largest study of its kind focused on service-based businesses. Our direct conversations with Squarespace customers and AI search experts, paired with these findings, gave us a 360-view into AI search today and delivered real takeaways for any business looking to grow and be competitive into 2027 and beyond.The biggest takeaway from our research: the opportunity for small businesses isn't just to rank on Google anymore. It's to become understandable, credible, and recommendable across the AI-generated answers your future customers are already reading. This report shows you how, and Squarespace's new AI Visibility tool gives you a first concrete step to achieve these goals.




Check Your AI Visibility






Key takeaways



AI search is part of how consumers find businesses

Research found 50% of consumers intentionally use AI-powered search engines.



The influence of AI search will continue to expand

McKinsey projects that $750 billion in U.S. consumer revenue will flow through AI-powered search by 2028.
Two thirds of small businesses expect AI search to be very or extremely important for how prospective customers find their business in the future.



But most small business owners aren’t ready

Nearly 6 in 10 small businesses agree that they don't know where to start with AI search optimization, and over two-thirds haven't yet looked at how their business shows up in AI answers.
34% of small businesses haven’t used an AI tool for SEO or marketing.
Industry-wide, McKinsey reports that only 16% of brands systematically track AI search performance.



What entrepreneurs should do to improve visibility

Small business owners should audit all copy on their site to make sure they cover what they offer, who they are, and what makes them different.
Businesses need to see how they are showing up across the web, including Google Business Profiles, Yelp profiles, industry directories, direct-booking pages, and user-generated content like Reddit and YouTube.





The state of AI search in 2026The shift to AI searchMcKinsey calls AI search “the new front door to the internet.” At the time of the report, they estimated about 50% of Google searches have AI summaries, a figure projected to rise above 75% by 2028. Back in 2024, Gartner predicted that by 2026 traditional search engine volume will drop 25%, losing market share to AI chatbots and other virtual agents. We’re now seeing that forecast play out in real time.If those shifts sound big, consider that click data may understate the impact of AI search. Our partners at Peec AI, an industry leader in the SEO and AEO space, say the search volume for ChatGPT is actually underestimated. According to their numbers, ChatGPT represents somewhere between 4% to 12% of Google's search volume, which translates to around 500 million to 1.7 billion searches per day. And that’s just one AI search platform.





































AI search is shaping discovery and considerationIt’s easy to think of LLMs like ChatGPT as conversation tools, but they’re also major sales-driving platforms. McKinsey is forecasting that $750 billion of consumer spending will flow through AI search by 2028. McKinsey found that about half (40-55%) of consumers in top sectors (think: electronics, grocery, travel, wellness, apparel, beauty, financial services) are using AI-based search to make purchasing decisions. And 44% of AI-powered search users now say it’s their primary and preferred platform for purchases, ahead of traditional search (31%), brand websites (9%), and review sites (6%).That change is already taking place across the buying journey. McKinsey survey results revealed that among those using AI search more than half now reach for it across every phase of the buying journey: over 70% at the awareness stage (learning about a product or service), 60% at the decision-making stage, and more than half to generate recommendations (e.g., 'What's the best laptop under $800 for a college student?') or research specific features.





































What AI referral traffic can (and can’t) tell usWe analyzed traffic patterns across millions of Squarespace websites to better understand how AI is changing discovery online. Looking specifically at visits from users clicking through AI-generated answers into websites gave us the clearest picture.Across Squarespace sites, AI referral traffic grew rapidly through 2024 and 2025, then leveled off and dipped slightly in early 2026. This mirrors a broader trend across AI platforms. As Similarweb reports, usage on these platforms continues to rise even as they send less traffic to websites. That shift is intentional. AI platforms are designed to synthesize information and answer users directly, rather than send them elsewhere to find the answer themselves. When someone gets a complete answer in a chat, there’s often no reason to click through.That can be a transition for business owners. Traditional search made it easy to trace a query to a click. AI search makes that path much harder to measure. But AI platforms are still shaping which businesses are part of the conversation and how customers discover them, even when no click happens. Referral traffic captures part of that story. The rest happens before, instead of, or after the click.





































How small business owners feel about AI searchEntrepreneurs know AI search mattersAI search will be a critical part of doing business. But do business owners have that awareness? In our study, we asked small business owners just that: how important will AI search be for how prospective customers find their business, both today and in the future?Over four in ten of those we surveyed said AI search is “very or extremely important” in how their businesses are found today. And looking to the future, that number leaps higher to two-thirds of all respondents saying it will be very or extremely important.





































The readiness gapKnowing AI search matters and being ready for it are two different things. Nearly six in ten small businesses we surveyed agreed with the statement, “I don’t know where to start with AI search optimization for my business.” Without a clear and obvious starting point, nearly half of the businesses agreed that they are unprepared for the AI search era, and more than half agreed that their business hasn’t been optimized for AI search at all. Some of that could be a lack of familiarity with the tools on offer as 34% of the small businesses we asked hadn’t used any AI tools for marketing or SEO. And industry-wide, McKinsey reports that only 16% of brands systematically track AI search performance.For business owners, watching AI search rise while still feeling unprepared can be unsettling—like a looming exam that you haven’t studied for. As one survey respondent told us, “We haven't investigated AI search for our business….We know AI is fast becoming ubiquitous, but how we can leverage it I don't know yet.” If you feel behind, you’re far from alone. Most small business owners are still at the starting line, and the rest of this report walks through what to do next.





































The trust and accuracy gapThe unease around AI search isn’t just about not knowing where to start. It’s also about whether AI can even represent your business accurately. The businesses we surveyed didn’t always seem to think so.About half of small businesses told us they don’t trust AI search to best represent their offerings. About the same share (48%) worry that AI search results are removing brand personality and the human elements from how their business is described.These concerns aren’t unfounded. For those who had checked how their business was reflected in AI search, 40% said they have already found incorrect information about their business via AI search.









































Why AI search matters—even for AI skeptics


AI is bringing rapid change, and with it, a lot of uncertainty. Some of the businesses we surveyed told us they want less AI in their work, not more. Their concerns ranged from environmental and ethical questions to worries about originality and creative quality. Those concerns are valid.


But even if you don’t plan to use AI in your creative process, you likely still want your business to be represented accurately in AI search results. Showing up in search isn’t the same as outsourcing your work or replacing your perspective. It’s about making sure people can still find and understand your business as search behavior evolves.



What small businesses want AI to knowIf you could wave a magic wand and tell AI about your business, what would you want to communicate? When we asked small businesses about this, they were highly focused on identity.Well over half (58%) indicated the specific products or services they offer as “most important” for AI tools to know about. Close behind, 54% pointed to details about who they are, and 49% answered that overall brand awareness compared to their competitors was highly important.





































What didn’t rank as highly was operational details, such as real-time service availability, live inventory, current discounts, exact shipping windows, etc. It’s all about who you are, what you offer, and why you’re different. This is what being understandable to AI looks like in practice: a clear story about your business that any AI engine can confidently summarize.




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Why websites matter more than everYour website is a foundational search engine sourceBusiness owners may not have a magic wand to communicate their brand differentiators, but they can have the next best thing—a well-built website. The very things they’re looking to surface to AI are the same things a clearly designed website can communicate. And while AI engines can learn about a business from many sources—third-party directories, review platforms, social media profiles, news coverage, Wikipedia, and more—a website is the one source the business directly controls. Those other sources (Reddit, YouTube, etc.) will often quote or link back to your site. That means even when it’s not the only signal, it can be the strongest. When all those signals tell the same story about your business, AI treats it as credible. When they contradict each other, it doesn't.That’s why a clear, accurate, well-structured website is often the best starting point for AI search optimization.Why AI search is particularly important for service businessesPicture AI searches like “best wedding photographer in Brooklyn for documentary-style work,” “yoga studio with prenatal classes near me,” “leadership coach for first-time managers.” By its nature, AI search is conversational, and that element makes it especially well-suited to service queries. This pattern also showed up in our AI traffic data. Service-based businesses on Squarespace were consistently more likely to receive AI-driven traffic than physical product sellers. We found that service businesses were roughly 12% more likely to receive at least one AI-driven visit per month compared to product-based businesses. That means for service businesses, AI search is already strongly shaping who gets considered. For physical product sellers, the influence is real, too, but the impact is a bit more diffused.For this reason, we wanted to take a closer look at service sellers to see exactly what is recommended and why. What AI actually recommends, and whyA deeper look into the mechanics of citationsOur research into AI search didn’t end after we analyzed Squarespace websites and surveyed businesses. We also wanted to drill down into the mechanics of search citations. We partnered with Peec AI to analyze 1.3 million citations across ChatGPT, Google AI Mode, and Perplexity. This sprawling study was the first of its kind, looking specifically at service-selling businesses. We targeted three major service categories: Health and Wellness, Professional Services, and Training and Education.Our findings looking at 1.3 million citationsA business’s own website was an essential factor, but it was only part of the picture. AI platforms also pull from outside sources—and those sources can vary by industry and platform.When we looked platform by platform, a few clear patterns emerged. ChatGPT was by far the most Wikipedia-dependent model, with Wikipedia ranking as the number-one cited domain across every industry we studied. Google AI Mode pulled heavily from social media. More than 90% of Instagram citations in our study came from Google AI Mode. Perplexity, meanwhile, strongly favored listicle-style content. In Professional Services, one in three citations came from a “best of” article or ranked roundup.And overall, editorial “best of” content dominated across every category we analyzed. More than 20% of all citations came from articles like “Best wedding photographers in Brooklyn.” Beyond those lists, marketplaces and directories also played a major role in AI recommendations. Yelp, niche directories, and category-specific marketplaces consistently appeared as foundational sources, especially for local service businesses.





































User-generated content (UGC) also mattered more than many businesses might expect. Reddit was the single most-cited domain in Education and Training, and a top-three source in both Health and Wellness and Professional Services. YouTube also ranked among the top four cited sources across every industry we studied. Your website is foundational, but your business also needs to be visible across the sources AI uses to generate answers.What entrepreneurs should do nextLook at what AI says about youUnsure where to start? This is your next step: Track how your business appears across AI platforms like ChatGPT. That may sound intimidating, especially if you haven’t used AI tools for marketing or SEO before. But our new AI Visibility tool makes it doable.Circle Platinum Partner and SEO expert Khara Wolf is a fan. “The report shows whether you’re being mentioned in ChatGPT answers, which competitors are showing up in responses where you aren’t, and where there are gaps,” she says. Even better, it gives you personalized recommendations. “You can track [improvements] after you adopt those recommendations,” Wolf says, which shows you what will move the needle.





































Make your business understandableThe good news is that Squarespace websites are structured to be optimized for SEO and AI search by default. But there is still more you can do to proactively improve your visibility. Wolf points out that search engines read your website like an outline. She advises that you follow a logical, linear structure. “Consider your site’s content hierarchy,” she says. “The H1 (heading 1) serves as a page title. There should only be one per page, and it needs to clearly describe the page and have your primary keyword included. Use H2s as headings for each section, and set your body copy to paragraph style.” But structure isn’t the only pitfall. Vague or incomplete copy can be another. Review the copy on your site and sharpen your focus on what you offer, who you are, and what makes you different. Wolf recommends understanding the buyer’s journey and providing whatever information they may need at each stage. “Focus on one primary service page and your homepage, and write some new FAQs based on what your audience considers right before they buy,” she says. “This could include pricing ranges, process questions, comparison questions, keywords that reinforce your geographical location, or anything about what sets you apart from competitors.” Remember, AI needs source material, so use your website to tell a clear story in your own words, and AI will quote it.Become more credible and recommendableOnce you’ve squared away your website copy, it’s time to look at how your business is showing up across the web. As our data study with Peec AI showed, your website is just one input. AI is also looking at other sources, and you should too.Wolf has a recommended starting point here, too. “If you want to improve local SEO, start with a free Google Business Profile,” she says. “It’s owned by Google and one of the quickest surfaces to start with. If you are a local business, this is a critical piece of showing up in the map on a search, but even if you aren’t local, it’s a great way to start building third-party reviews.” Depending on your industry, you could also look into Yelp profiles, industry directories, and direct-booking pages. For social media, prioritize Instagram Reels (Google AI Mode draws heavily from them), and publish on LinkedIn Pulse, not just your LinkedIn profile, which our Peec study proved was a top source of citation. Show up where your audience is and help them learn, whether that’s YouTube tutorials, Reddit discussions, or marketplaces. Reach out to media that covers your niche and pitch “best of” editorial coverage that includes your business. All of these outlets can provide one more input to AI search.What comes nextAI search is becoming the new front door to how customers discover and choose businesses. The opportunity for small business owners is clear: become understandable, credible, and recommendable across the AI-generated answers people are already reading about your category. AI Visibility makes every step doable, even if you've never thought about AI search optimization before. The businesses that act on this now are the ones AI will confidently recommend a year from now.




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Methodology

Squarespace AI survey study

This survey was conducted by Squarespace in April 2026 to gather insights on AI search awareness, usage, and perceptions from both Squarespace and non-Squarespace businesses.


A total of 1,041 respondents, including both Squarespace users (n=538) and non-Squarespace users (n=503), participated and were screened to ensure relevance to the target audience. Respondents represented people with businesses in North America, the United Kingdom, and Australia. While the data provides directional insight, limitations include potential biases from self-reporting and sample representation.

Peec AI service seller partnership study

This research was conducted by Peec AI in partnership with Squarespace. Peec AI analyzed more than 1.3 million citations across ChatGPT, Google AI Mode, and Perplexity for queries across three verticals: Professional Services, Health and Wellness, and Education and Training.


Analysis focused on URL types, domain patterns, citation behavior, and commercial vs. informational vs. transactional vs. navigational intent classification. The dataset covers global queries with confirmed India-market representation via JustDial presence. Google.com citations were excluded from domain analysis as they represent navigational artifacts rather than meaningful source citations.







About the author


Maria Teresa Hart is the author of the book
Doll,
published by Bloomsbury, and her writing has appeared in The New York Times, The Atlantic, Business Insider, and other outlets. She is a Content Manager with Squarespace, where she helps small businesses and creatives optimize their sites, marketing, customer relations, financial solutions, and tools for automation and growth.

Основное содержимое страницы с новостью.

Squarespace AI survey study

This survey was conducted by Squarespace in April 2026 to gather insights on AI search awareness, usage, and perceptions from both Squarespace and non-Squarespace businesses.

A total of 1,041 respondents, including both Squarespace users (n=538) and non-Squarespace users (n=503), participated and were screened to ensure relevance to the target audience. Respondents represented people with businesses in North America, the United Kingdom, and Australia. While the data provides directional insight, limitations include potential biases from self-reporting and sample representation.

Peec AI service seller partnership study

This research was conducted by Peec AI in partnership with Squarespace. Peec AI analyzed more than 1.3 million citations across ChatGPT, Google AI Mode, and Perplexity for queries across three verticals: Professional Services, Health and Wellness, and Education and Training.

Analysis focused on URL types, domain patterns, citation behavior, and commercial vs. informational vs. transactional vs. navigational intent classification. The dataset covers global queries with confirmed India-market representation via JustDial presence. Google.com citations were excluded from domain analysis as they represent navigational artifacts rather than meaningful source citations.

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