AI assistants becoming search engines for SMEs
A new study reveals that AI tools like ChatGPT are reaching the relevance of social media for searching for services from small and medium-sized enterprises (SMEs) in Switzerland. Nearly 20% of the population has already used AI when looking for SMEs.
localsearch, in collaboration with the Lucerne University of Applied Sciences and Arts (HSLU), has released the study "KMU Digital Pulse 2025" (SME Digital Pulse 2025). The research indicates a significant shift in how people search for services from small and medium-sized enterprises (SMEs), with AI assistants like ChatGPT and Copilot emerging as key search tools.
The use of AI for discovering SME services is already substantial. Thirteen percent of the population directly uses AI tools, bypassing traditional search engines, placing AI on par with social media for initial searches. Approximately 20% of the Swiss population has utilized AI for information gathering in the past year, with younger demographics showing particularly high adoption rates.
Future trends suggest an even more pronounced role for AI. Around 50% of the population intends to use AI models to find suitable SMEs in the future. Furthermore, 40% would consider booking appointments for SME services directly through AI assistants, highlighting AI's expanding function in customer interaction.
The study found that three-quarters of the Swiss population (77%) are receptive to new digital technologies such as AI-powered applications. While traditional search engines remain the primary method for finding SMEs (80%), AI's share is steadily increasing, especially among younger users. Businesses that do not ensure their visibility on AI platforms risk losing customers as digital search behaviors evolve.