Audacy Details How AI Is Redefining Local Search Visibility

RADIO ONLINE | Thursday, January 15, 2026 | 1:30pm CT

Audacy Insights

In a new Audacy Insights article, Audacy is warning that rapid changes in AI-powered search are reshaping how consumers discover local businesses - and that traditional search strategies may no longer be enough.

In "Dominating Local Search in the Age of AI," Jenny Sutton, Jenny Sutton, Senior Vice President of Digital Sales at Audacy, outlines how search is evolving from a list of links into a concierge-style experience that delivers instant answers and recommendations. As a result, businesses that are not clearly defined or trusted by AI systems risk becoming invisible, even if they offer strong products or services.

Sutton explains that AI-driven search tools increasingly summarize information from multiple sources and present a single synthesized response, reducing the role of traditional rankings and click-through traffic. That shift places greater importance on accurate business information, consistent digital footprints, and content that clearly explains a company's services and local relevance.

The article notes that while overall website traffic may decline as AI surfaces answers directly, visibility within those AI-generated responses becomes the new measure of success. According to Sutton, clarity, credibility, and engagement are now critical signals that help AI systems decide which businesses to recommend.

The piece also addresses how measurement is changing, as clicks alone are no longer a complete indicator of performance. Sutton urges businesses to remain flexible as analytics and attribution models evolve alongside AI and privacy changes.

The article ties into Audacy's newly launched Local Marketing Playbook, a practical guide aimed at helping local businesses understand how to adapt their digital strategies for an increasingly AI-driven search environment. The Playbook focuses on actionable steps to strengthen online presence, improve trust signals, and align marketing efforts with how AI systems evaluate and surface information.

Sutton concludes that search is no longer just about being found, but about being recommended - and that businesses investing now in accuracy, usefulness, and credibility are best positioned to win visibility as AI continues to redefine discovery.