Something fundamental changed in how people find businesses. It happened quietly, but the impact is massive.
For years, customers searched for "best dentist near me" or "top-rated plumber." They wanted options. They'd compare websites, read reviews, maybe call a few places.
Now? They're asking different questions entirely.
Instead of "best accounting firm," they're asking "how much should I pay someone to do my small business taxes?" Instead of "top HVAC companies," they're asking "why is my upstairs always 10 degrees warmer than downstairs?"
The shift is from wanting the best results to wanting the best answer.
When someone asks ChatGPT or Perplexity a specific question about your industry, they're not comparison shopping. They want to solve a problem. Right now.
They trust that the AI will give them the right business to call. They're not looking to research five options. They want one good answer.
This changes everything about how customers find you.
The old way: Customer searches → sees 10 options → researches each one → picks one
The new way: Customer asks question → gets specific answer with business recommendation → calls that business
Instead of searching for your business category, customers are asking about their specific situations:
"My shoulder hurts when I lift my arm above my head" (not "best physical therapist")
"How do I know if I need a business license for selling crafts online?" (not "best business attorney")
"What's causing brown spots on my lawn in winter?" (not "best landscaping company")
"My check engine light came on but the car drives fine" (not "best auto repair")
These aren't searches anymore. These are conversations. And AI is having those conversations with your potential customers every single day.
Your website probably talks about your services, your experience, your awards. That's fine. But it's not what AI uses to recommend you.
AI looks for content that answers the specific questions your customers are actually asking.
When someone asks about shoulder pain, AI doesn't recommend the physical therapist with the fanciest website. It recommends the one whose content actually explains shoulder pain causes and treatments.
When someone asks about check engine lights, AI doesn't pick the auto shop with the most Google reviews. It picks the one that has clear, helpful information about check engine light issues.
The businesses getting recommended are the ones creating content that answers real customer questions.
You already know what questions your customers ask. You hear them every single day.
Write about those questions. Answer them clearly and completely.
If you're a dentist and patients always ask "how long do fillings last," write about that. Explain the factors that affect filling longevity. Talk about different materials. Give them a real answer.
If you're an accountant and small business owners always ask about quarterly tax payments, write about that. Explain who needs to pay them, when they're due, how to calculate them.
If you run a pet grooming business and people always ask "how often should I bathe my dog," that's your next blog post.
Here's how to know if you're creating the right content:
If someone could hand your blog post to a friend who asked that exact question, and your friend would say "this is exactly what I needed to know," you've got it right.
If your content reads like a business card with more words, you don't.
When you answer specific questions, you're not competing with every business in your category. You're being helpful to someone who needs exactly what you offer.
A customer who asks "what should I do if my basement floods" and gets a helpful answer from a restoration company isn't going to keep shopping around. They're going to call that company.
A customer who asks "how do I know if my will needs to be updated" and gets a clear, detailed answer from an estate planning attorney isn't looking for three more opinions. They found their attorney.
Most businesses are still creating content for search engines, not for AI conversations. They're still trying to rank for "best [whatever] in [city]."
That leaves a huge opening for businesses that start answering the actual questions customers are asking.
The businesses that make this shift now will own those AI recommendations before their competitors even understand what's happening.
Start by writing down the five questions customers ask you most often. Then write clear, complete answers to those questions on your website.
That's not SEO. That's not marketing. That's just being helpful to people who need what you offer.
And being helpful is exactly how you get found when AI does the recommending.
Ai Is How People Find Businesses Now. We Make Sure They Find You.
Modern Humans helps local businesses get discovered by AI assistants like ChatGPT, Google AI, and Perplexity.
Franklin, Tennessee
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