A new study found that ChatGPT often leaves small Canadian businesses out of relevant search results.
According to Ottawa-based AI-powered analytics firm Clixera, more than half of the independent high street stores they tested across the country never showed up when you asked ChatGPT for suggestions on where to eat or shop or who to hire.
More than half of the independent high street stores we tested in Canada never showed up when consumers asked ChatGPT (OpenAI) where to eat, shop or who to hire. Clixera recently shared similar data for Ontario businesses Ottawa Business Journal, and now, it’s looking at the rest of Canada.
In its latest test of thousands of main street businesses from the public member directory of main street business districts in almost every province, Clixera found that ChatGPT only called less than half of them (44 percent) on average. What’s more, the range was quite significant. Results for independent companies in PEI actually rose to 54 percent, while Newfoundland and Labrador only 33 percent.
What the study found, more often than not, was that larger chains or non-member stores came up in ChatGPT searches. For example, asking for the best gym in Ontario will give you recommendations for the likes of Goodlife Fitness and YMCA. Similarly, to search for auto repairs in the province, you would find results such as Canadian Tire or Mr. Bring lube.
Interestingly, Clixera notes that salons, clinics and gyms generally did the best when it came to naming smaller businesses, while retail businesses fared worse.
All in all, it’s pretty interesting, if disappointing, data to show how search can shift, especially with AI. At a time when people are trying to support smaller, Canadian-owned businesses, it’s a good reminder that you might want to do a little more of your own research instead of just relying on AI-powered search results.
Check out the Clixera studies on its website.
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