Search is changing again - but this time, it’s not Google leading the shift.
OpenAI has introduced location sharing in ChatGPT, allowing users to share their device location to receive more accurate, localised responses.
On the surface, it sounds like a small update. In reality, it’s a pretty big signal of where search is heading next.
What’s actually changed?
ChatGPT can now use your location (if you choose to share it) to improve responses to local queries.
That means if someone asks:
- “Best coffee shops near me”
- “Good gyms nearby”
- “Where should I eat tonight?”
ChatGPT can use precise location data - even down to exact address level - to give more relevant answers.
A couple of important points:
- It’s completely optional and switched off by default
- Users can choose approximate vs precise location
Location data is deleted after use, but results remain in chat history
So technically, nothing groundbreaking.
Strategically? It changes a lot.
This isn’t a feature - it’s a shift
For years, local search has been dominated by Google:
- Google Maps
- Local Pack
- “Near me” searches
Now, that behaviour is starting to move into AI. Instead of searching, scrolling, comparing, clicking…
Users can just ask. And get an answer.
The bigger picture: AI is becoming a discovery channel
This update is part of a wider shift:
AI tools aren’t just helping people find information anymore - they’re helping people make decisions.
In local search specifically, that’s huge.
We’re already seeing that:
- AI is increasingly mediating how users discover and choose local businesses
- Many searches are becoming zero-click experiences
- Recommendations are based on aggregated data, not just rankings
ChatGPT adding location into that mix brings it much closer to what Google has traditionally owned.
Why this matters for businesses
This isn’t about “ChatGPT replacing Google”. It’s about another place where people might find you - or not.
And the rules aren’t exactly the same.
1. Visibility is no longer just about ranking
In traditional search:
- You rank → you get clicks
In AI:
- You get mentioned → you get chosen
That’s a different game.
2. Your data matters more than your website
AI tools don’t rely on a single source.
They pull from:
- Reviews
- Listings
- Third-party sites
- Structured data
- Brand mentions
If your information is inconsistent or missing, you’re less likely to appear - simple as that.
3. “Near me” is becoming conversational
Search used to be:
“best restaurants Leeds”
Now it’s:
“Where should I eat tonight near me?”
Longer, more natural, more intent-driven.
Which means: Content needs to match real questions. Not just keywords.
The catch (for now)
It’s not perfect.
Early examples show that results can still be off - recommending places that aren’t actually that close.
So we’re not at “Google-level reliability” yet. But that’s not really the point.
The direction is clear.
What should you actually do about it?
This isn’t a “drop everything and panic” moment. It’s a “start adapting early” moment.
Make sure your local data is solid
- Google Business Profile fully optimised
- Consistent NAP (name, address, phone) everywhere
- Accurate opening times, services, etc.
Focus on reviews (properly)
AI pulls heavily from review content. That means:
- Quality > quantity
- Specific feedback matters
Create content that answers real questions
Think:
- “How much does X cost?”
- “What to expect from Y?”
- “Best option for Z near me”
Not just service pages.
Build presence beyond your website
AI doesn’t just read your site. It reads:
- Directories
- Articles
- Mentions
- Social signals
The broader your footprint, the better.
Final thought
This isn’t about one feature.
It’s about where search is going.
We’re moving from searching to choosing. And from clicking links to getting answers.
ChatGPT using location is just another step in that direction.
The brands that win won’t just be the ones that rank.
They’ll be the ones that show up wherever decisions are being made.
