Local Marketing Beat #22 | Future Trends in AI for Local Marketing (with Greg Sterling, Near Media)

In this episode of Local Marketing Beat, host Christian Hustle is joined by Greg Sterling — analyst and co-founder of Near Media — to unpack the rapidly evolving relationship between AI and search. They dive deep into how tools like ChatGPT are reshaping the consumer journey, what recent consumer behavior data reveals, and how brands can prepare for the next wave of local marketing disruption.

▶️ From Google's AI Overviews to ChatGPT's growing role in discovery, this conversation offers a strategic look at future trends in AI for local marketing.

Whether you're a multi-location brand, franchise marketer, or digital strategist, this episode offers actionable insights on building brand awareness, adapting to consumer expectations, and navigating the blurred lines between search and AI.

🔑 Key Takeaways

• Why AI is transforming how consumers search and make decisions
• How Google is adapting to the rise of conversational AI
• Why local search is still a Google stronghold (for now)
• The importance of multi-channel visibility beyond Google
• How brands can stay competitive in an AI-driven landscape

⏱ Timestamps

00:00 – Introduction & Welcome to Greg Sterling

Christian sets the stage for a deep dive into AI, search, and consumer behavior.

01:47 – The Evolution of AI and Search

Greg reflects on how AI tools have disrupted Google's dominance and changed user expectations.

02:54 – Consumer Behavior Insights from Recent Research

What Greg's surveys reveal about how U.S. consumers are using AI vs. Google.

06:13 – Why AI Isn't Winning Local Search (Yet)

Consumers try local search with AI — but often go back to Google.

07:26 – The Spectrum of AI and Search Usage

AI and Google aren't mutually exclusive: consumers are blending tools based on their needs.

10:11 – Product Research, Comparison & AI Efficiency

How AI is better suited for product research and general queries — with real-world examples.

13:27 – The Role of Agents and Transactional AI

Could AI eventually replace the entire research-to-purchase flow?

15:24 – How Brands Can Prepare for AI-Driven Discovery

Why brand strength and multi-channel visibility are more important than ever.

19:21 – The Growing Importance of Non-Google Platforms

From Yelp to TripAdvisor and TikTok — AI is pulling data from everywhere.

23:31 – Short-Form Video & Content Consumption Shifts

How TikTok and Shorts are driving top-of-funnel discovery — and what that means for brands.

25:00 – Speculating on the Next 24 Months

Greg's informed predictions on where AI and digital discovery are heading.

27:12 – The Risk of Content Being Bypassed by AI

How AI layers might obscure your brand — and what marketers need to understand.

30:44 – Final Thoughts & Where to Find Greg Online

Christian wraps the conversation and Greg shares how to follow his work at Near Media and Dialogue.