Conversations

EP 241 - AI Isn’t Replacing Local Search, But It’s Rewiring How People Choose - with Crystal Carter

With Crystal Carter, we unpack how AI assistants, & emerging agentic experiences are changing consumer behavior, local search & brand visibility. From ChatGPT & Google’s AI-driven results to personalization, intent modeling and task completion, we explore what actually changes and what doesn’t.

Near Media, Mike Blumenthal

Jan 30, 2026

In this episode, we explore how AI-powered interfaces and emerging agents are reshaping discovery, decision-making, and local search behavior. Rather than replacing Google or traditional search, AI changes how people move from curiosity to choice.

We discuss personalization, intent modeling, brand trust, reviews, and what happens when AI systems begin completing tasks on behalf of users. If you work in search, local marketing, UX, or consumer research, this conversation will help you understand what’s actually changing and what isn’t.

The Podcast Deets

1) AI as a Complement, Not a Replacement (00:00–14:30)

The discussion opens by reframing a common misconception: AI isn’t replacing search, it’s extending it. Instead of ten blue links, users increasingly get synthesized answers that guide them forward. We explore how this changes user expectations, reduces friction, and shifts where influence actually happens in the journey.

2) Personalization, Intent, and the New Funnel (14:30–28:45)

As AI systems learn who users are — their preferences, habits, and context — discovery becomes deeply personalized. This segment dives into how “I’m a gym person” or “I prefer spa experiences” becomes an organizing principle for results, reshaping traditional funnels and category competition.

3) — Agents, Action, and What Comes Next (28:45–42:49)

The final segment looks ahead to AI agents that don’t just inform, but act. From booking to purchasing, AI systems increasingly collapse research and execution into a single flow. We explore what this means for businesses, local visibility, and how brands earn trust when AI becomes the decision layer.

Key Takeaways

AI complements search more than it replaces it
Discovery is becoming personalized by default
Choice and consideration are collapsing into fewer steps
Reviews, brand signals, and trust still matter — but surface differently
AI agents will increasingly act, not just recommend
Businesses must be legible to AI systems, not just users

👇 Watch by topic:

00:00 – Why AI isn’t “killing” search
02:10 – AI as a complement vs. replacement
05:40 – What changes when the interface answers for you
09:30 – Agents, tasks, and collapsing user journeys
13:45 – Personalization and “I am a gym person” signals
18:10 – Local search, reviews, and trust in AI answers
23:00 – Choice vs. consideration in AI-driven results
28:45 – What businesses should prepare for next
34:30 – The future: from research tools to action engines