Insights | Research | AI in Local Search
By Sammy Paget
Let’s face it, folks—AI is moving faster than a New York minute. Just a few months ago, we were kicking around ideas about how generative AI might fit into local search. Now, we’ve got Google’s Bard, Microsoft’s AI-powered Bing Chat, and we’re several iterations deep into ChatGPT. Oh, and let’s not forget Google’s shiny new toy, the Search Generative Experience (SGE). It’s like watching the tech world speed-run through five years of innovation in six months.
So, with all these AI tools dropping into our everyday search experiences, we thought it was time to see if they actually deliver. Are these AI-powered searches giving us what we need? Are they accurate? Are they useful?
To test this out, we dove into something we know best—pizza. Specifically, pizza in Brighton, UK. Why pizza? Because our content team is borderline obsessed with it (and yes, two of us are semi-reformed food bloggers). So, we figured, who better to judge the results of AI in local search than a bunch of pizza-loving SEO geeks?
How We Tested the AI
We took five local search queries that a regular person might type into Google when they’ve got a craving for pizza. Then, we ran those queries through four generative AI tools—Google Bard, Bing Chat, SGE, and ChatGPT—and compared the results to what you’d get from traditional search engines like Google and Bing.
Here’s what we asked:
Where are the best pizza restaurants in Brighton?
What are the top-rated pizza restaurants in Brighton?
Most authentic pizza restaurants in Brighton
Best takeaway pizza in Brighton
Pizza delivery near me
We didn’t refine the prompts or ask follow-up questions. We just wanted to see what these AI tools spit out when asked a simple, straightforward question.
The Results
1. "Where are the best pizza restaurants in Brighton?"
Bard: Mixed bag here, folks. Bard threw in everything from legit pizza joints to random food court chains. Oh, and one restaurant in London. Nice try, Bard, but last I checked, London isn’t Brighton.
SGE: This one looked more like your typical Google search results, complete with a map and local listings. But the descriptions? Generic as heck. Every place was “laid-back” and “inexpensive.” Thanks, but I already guessed that about a pizza joint.
Bing Chat: Bing Chat kept it simple with a list and clickable sources. But when it started describing one spot as “known for its ‘yummy’ pizzas,” we knew something was off. Points for effort, though.
ChatGPT: ChatGPT was cautious, starting with a mini disclaimer about outdated info. It listed some solid Brighton spots, but then it said a steakhouse serves pizza. Um, no. Also, VIP is not New York-style pizza. C’mon, ChatGPT, do better.
2. "What are the top-rated pizza restaurants in Brighton?"
Bard: Same restaurants as before, but now with Google ratings. Except they weren’t actually the top-rated spots. Swing and a miss, Bard.
SGE: Gave us the same local pack-style results but didn’t nail the “top-rated” part. Also, it called Pizza Express “Neapolitan.” Nope, that’s a chain, not a slice of Naples.
Bing Chat: Pulled from TripAdvisor but got the order wrong. And then it threw in some extra sources for good measure. At least it tried.
ChatGPT: Took a pass on this one. It pointed us to TripAdvisor and Google Maps instead of giving actual recommendations. Guess it knew better than to trust itself.
3. "Most authentic pizza restaurants in Brighton?"
Bard: Not bad. Bard listed some decent independents but then backtracked on VIP’s authenticity. Way to hedge your bets, Bard.
SGE: Mixed up “authentic” with “touristy” by listing a buffet joint. But hey, it did have high ratings.
Bing Chat: Nailed it with a local food blogger’s picks. Finally, a result that actually made sense.
ChatGPT: Gave it a shot but missed with a steakhouse listing again. At least it acknowledged that “authenticity” is subjective. Good save, ChatGPT.
4. "Best takeaway pizza in Brighton?"
Bard: Basically recycled its old list and tossed in some London spots for fun. Because nothing says “local” like a two-hour drive.
SGE: Mixed bag again. It had some decent takeaway spots but also suggested a buffet. Pro tip: no one orders takeaway from a buffet.
Bing Chat: Confused and duplicated results, plus it made up a restaurant name. Time to recalibrate, Bing.
ChatGPT: Pulled through with decent suggestions, though it stuck to its favorite “New York-style” mislabel for VIP.
5. "Pizza delivery near me?"
Bard: Decided that London was still Brighton. Someone needs to check Bard’s GPS.
SGE: Finally got something right with a solid list of delivery options. Maybe SGE’s been reading the feedback.
Bing Chat: Struggled here. Guess delivery isn’t Bing’s forte.
ChatGPT: Took the safe route and told us to use delivery apps. Not wrong, but not helpful either.
Analysis: Who’s Winning the Local Pizza Wars?
ChatGPT vs. Bard
ChatGPT and Bard are not ready for prime time when it comes to local search. They were both full of inaccuracies—like suggesting restaurants that don’t even serve pizza or listing places that aren’t in Brighton. Bard had an error rate of 80%, while ChatGPT was at least self-aware enough to warn us about its limitations.
Bing Chat vs. SGE
These two are more interesting because they’re integrated into traditional search engines. Bing Chat tried to be helpful, but its inaccuracies showed it still needs work. SGE, on the other hand, felt the most like a regular Google search, but with a little extra AI flair.
Traditional Search Still Reigns Supreme
When it comes down to it, old-school search engines like Google and Bing still offer the most accurate and useful results for local business queries. But Bing’s making some serious strides, especially when it comes to intent matching. Google better watch its back.
Final Thoughts
So, where does this leave us? Right now, generative AI isn’t quite ready to replace traditional search for finding the best local spots. But with tech moving at lightning speed, who knows where we’ll be in a few months? For now, keep an eye on these tools, but don’t ditch your usual search habits just yet.
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