AI Search Drives Local Conversions — 20M Call-Tracking Data Points Reveal Which Platforms Win

A major new study using 20 million call-tracking data points has mapped exactly which AI search platforms are generating real phone calls and bookings for local businesses. The research, covering ChatGPT, Perplexity, Google AI Overviews, and Bing Copilot, found that AI-driven queries now account for 23% of all new inbound calls to local service businesses in the US — up from 8% just 12 months ago. The growth is accelerating month over month as more consumers use AI assistants for local discovery.

The data reveals platform differences by vertical: fitness studios receive the most AI-driven traffic from ChatGPT (users asking "find a yoga class near me"), salons from Google AI Overviews (appearing in "best hair salon [city]" queries), pet groomers from Perplexity (research-heavy queries about grooming breeds), and coffee shops fairly evenly across all platforms. Critically, the study found that businesses appearing in AI answers receive 4.2x more calls than those relying solely on map pack listings. The key ranking signals for AI inclusion mirror GBP fundamentals: high review count, recent reviews, complete service descriptions, and regular photo uploads.

The practical implication for local businesses: AI search is no longer experimental — it is a live acquisition channel delivering real customers today. Businesses that have optimised their GBP and website content for AI visibility are already seeing a measurable edge. Those who have not are losing ground fast. The study specifically flagged that AI platforms heavily favour businesses with review responses, as this signals active management and trustworthiness to the AI ranking algorithms.