Local SEOhigh impact

AI Overviews Now Answer Most Local Searches, But 64% of Location Data Is Wrong

By InnovaAI Research1 min read

Google AI Overviews have become the dominant answer layer for local searches, yet a vendor-run test found AI tools returned at least one false fact about 64% of UK high street retailers. Agencies that treat Google Business Profile as a living channel rather than a one-time setup are best positioned to win citations and protect client reputations.

Key Facts

01AI Overviews now answer most local searches, making AI citation a primary local SEO battleground.
02A vendor-run test found AI tools returned at least one false fact about 64% of UK high street retailers.
03The most common AI error was placing businesses in the wrong postcode.
04Businesses treating Google Business Profile as a live engagement channel are outperforming static-profile competitors.
05AI systems synthesize data from multiple directories, so NAP inconsistencies compound inaccuracy risk.

Why does this matter for agencies?

▶A 64% inaccuracy rate means the majority of clients without active data management are already being misrepresented in AI answers.
▶Wrong location data surfaced by AI tools reaches customers before they ever click a link, making corrections urgent rather than routine.
▶The shift from static to dynamic GBP management redefines what a local SEO retainer should include and justifies higher ongoing fees.
▶Agencies that build AI citation auditing into their service offering now have a differentiator before the practice becomes standard.

What should agencies do?

Run a 30-minute AI citation audit for each client location by querying ChatGPT, Google AI Mode, and Perplexity with the business name and category, then document every inaccuracy found.

low effort

Add a monthly GBP activity checklist to local SEO retainers covering weekly posts, quarterly photo refreshes, 48-hour review responses, and a 90-day category audit.

medium effort

Audit and normalize NAP data across Bing Places, Apple Maps, Yelp, and relevant industry directories for each client.

medium effort