Expert Summary
Yes, indirectly. ChatGPT leverages Bing to access real-time local data, and your Google Business Profile is a primary signal for that ecosystem. In 2026, it is less about “ranking” and more about providing the verified facts an AI needs to recommend you over a local competitor.
The Situation in 2026
Customer acquisition costs on Meta and Google have become unsustainable for most Australian SMEs. Meanwhile, buyers are bypassing traditional search results to ask AI for direct recommendations, leaving businesses with outdated or incomplete local data completely invisible.
Key Considerations
- Entity Verification: AI doesn’t guess; it verifies. A complete GBP acts as a digital ID. If your name, address, and phone number are inconsistent across the web, the AI views your business as a risk and will not recommend it.
- Contextual Matching: Across our client work, we have found that AI prioritises specific attributes over broad keywords. If your GBP lists “emergency 24/7 service in Parramatta” rather than just “Plumber,” you match the conversational queries users actually type into ChatGPT.
- The Bing Bridge: Since ChatGPT is integrated with Microsoft Bing, your local visibility is intertwined. If you have neglected your local listings, the AI lacks the real-time data—such as current opening hours—required to give a confident, accurate answer.
- Sentiment as Data: Reviews are no longer just for humans to skim. AI analyses the sentiment of your GBP reviews to determine if you are “reliable” or “fast,” which directly influences whether you are shortlisted in an AI-generated response.
ROI and Growth Perspective
ROI Growth Agency views this as a shift toward Answer Engine Optimisation (AEO). Stop chasing keywords and start focusing on “digital truth”—matching your GBP data perfectly with schema markup on your website so the AI has zero doubt about your pricing and availability.
Published by ROI.COM.AU — Australia’s business growth resource.