I still remember the look of confusion on my grandfather’s face as I located a tire shop and booked a tire change for him using the computer, despite him asking for the Yellow Pages to find the number of the nearest tire shop. With 65-81% of consumers starting their shopping journey with online research [1] , asking Google is a natural action for Gen Y, Z, and Alpha.

“How’d you do that?” he asked.

“Google,” I replied.

He didn’t quite get it at the time, but over the next few years he learnt how to use the internet. The fact he could book and amend his golf tee time over the internet and not in person was the greatest.

The internet, Google and the mass adoption of smartphones would arguably be the largest shift to date, in how consumers found and engaged with businesses. The shift didn’t happen overnight but early adopters that pioneered with search engine optimisation and targeted social media advertising were rewarded with fast pace growth as a result of the influx of new customers it funneled in. Now overpriced and competitive, search engine optimisation & social media advertising are not achieving the results they used to for the same price.

The mass release of large language models (LLMS) – Gemini from Google and ChatGPT from Open AI – will mean consumers will no longer have to search for information – but rather receive the answer to their question. Large language model commenters have also signaled that those LLMs are going to become incredibly personalised to each user shortly. According to a report by Gartner, by 2025, 10% of all data produced will be generated by AI, including LLMs.

According to recent research, personalised Large Language Models (LLMs) are becoming significantly more persuasive as they incorporate individual demographic information. These models, such as OpenAI’s GPT-4, have shown an 81.7% increase in persuasive power when personalised compared to standard interactions (DailyAI) (ar5iv).

These LLMS are already being integrated into our daily habits with Gemini available on android devices and Apple signaling that Siri 2.0 will be powered by chatGPT this year.

Having recently traveled around Europe, I would often find myself wanting something to eat as I explored each neighborhood. Instead of spending 10 minutes searching food articles, review sites or social media whilst navigating through ads, cookie preferences or an author’s life story, I simply asked Gemini.

For example,

“I am currently in Porto, Portugal, and looking for a romantic dinner option. Where do you recommend I go?”

Instantly, Gemini will provide a restaurant with a summary.

So the question is – how do the LLMS determine what business to recommend ?

Well it appears consumer based reviews are a large source in determining its recommendations.

I asked Gemini why it recommended a particular restaurant. Here was its answer:

“The Door sounds like a good romantic dinner option for you in Porto:

Great Atmosphere: Reviews mention a cozy and intimate setting with a lively vibe but not overly loud. This creates a nice balance for conversation and enjoyment.
Delicious Food: Diners rave about the food, particularly the tapas-style menu which allows you to try a variety of dishes for sharing – a fun and interactive way to dine together.
Stellar Service: The friendly and helpful staff is known for their personalized service, making your experience feel extra special.
Unique Experience: The Door isn’t your typical tourist trap. It attracts both locals and visitors, offering a chance to experience a local gem.

Overall, The Door seems to offer a combination of delicious food, intimate atmosphere, and great service which could set the stage for a memorable romantic dinner.

However, if you’d prefer a more traditional sit-down dinner with a focus on Portuguese cuisine, then ODE Porto Wine House might be a better choice. It’s up to your preferences!”

Now although overtime the algorithm behind the LLMS will change, what is certain is that reviews will always play a role in the LLMS answer to your question.

Google’s latest I/O event on May 15th showcased a range of Gemini’s new abilities coming soon – and my favourite was the ability to plan an entire itinerary for your holiday. Just provide the dates, and Gemini will provide an hourly itinerary for the places to visit, restaurants to eat at, hotels to stay and transportations options. I hate itinerary planning and having just undergone a 5 week holiday, this feature would have saved me hours.

So what are your business reviews like? More importantly, what are your competitors’ reviews like? Because if their reviews are higher it’s quite likely these LLMS won’t be serving your business to the end user.

As more and more users change their behaviour and adopt LLMS into their daily habits, it’s very important that businesses focus on their reviews.

So here are two things to do today:

After all surveys are complete you invite them to write a review on Google. Some companies, including a pilot we did with US company Enterprise in fall 2023, see a 6-8% uplift just by sending the invite. In our experience at InMoment, when promoted in this scenario, promoters tend to leave a review when prompted. This will shift your reviews dramatically as often a small minority of detractors tend to dominate the reviews.
Respond and engage to all reviews, especially the negative ones. Not only is this a chance to listen and respond to feedback, the large language models will also read your responses which will be factored into its algorithm. Historically, big tech tends to favour companies who actively engage with their customers online.

As the landscape of consumer engagement evolves with the advent of LLMs, businesses must adapt to remain competitive. The integration of LLMs like Google’s Gemini and OpenAI’s ChatGPT into everyday life signifies a monumental shift in how consumers interact with information and make purchasing decisions. Businesses can no longer rely solely on traditional SEO and social media advertising—they must now focus on optimising their online reviews to ensure they are favourably recommended by these advanced AI models.

By prioritising customer satisfaction and actively managing online reviews, businesses can enhance their visibility and appeal in an increasingly AI-driven marketplace. Encouraging satisfied customers to leave positive reviews and promptly addressing negative feedback are critical steps in this process. Tools like ReviewTrackers can help businesses efficiently monitor and respond to reviews, ensuring they stay ahead of the competition.

In this dynamic digital age, staying attuned to technological advancements and leveraging them to improve customer engagement will be key to sustaining growth and success. The rise of LLMs presents a unique opportunity for businesses to innovate and thrive by putting customer experience at the forefront of their strategy.

Source: Think With Google