Google share slump shows just how vital AI search has become

$500 billion - no company in the history of the US stock market has seen a fall of such magnitude

The cause? Let us quote Google itself: '...it revealed its own artificial intelligence (AI) summaries were hitting search advertising revenue. '

In plain(er) English: Businesses that feature in Google's AI search no longer need to pay for Google Ads.

Here's just one example:

Note the crucial words: '...based on local...reviews'

And here is the same search in 'full' AI mode:

Again: '...most highly rated and reviewed...'

Our advice going forward

Professional and service businesses must do everything in their power to achieve the highest Google score. As we first said last March, 4.9 has to be the aim. There will be internal and external factors:

Internal

Staff must be laser-focused on customer service. The days of ignoring customers because of personal issues are over; even the most irritating or demanding customer has the power to hurt your business. The fact that they have been totally unreasonable or unfair in their demands on your staff will not prevent them from writing a 1* review. They must be given no reason or excuse to do so. 

A member of staff should be appointed to coordinate reviews and review management. Targets should be agreed and set. No member of staff should be left out. Staff should be rewarded for gaining reviews in the same way they would be for achieving other targets and aims in the business.

Each and every review should be responded to, preferably the same day. Not only is this old-fashioned good manners, but the act of responding puts anyone tempted to play fast and loose when composing a future review that their version of the 'facts' will be challenged.

External

An independent moderated review management system, if not already in place, should be adopted. This has two functions, one more obvious than the other. The first is the actual moderation in and of itself, allowing factually incorrect, potentially misleading and plain unfair reviews to be addressed pre-publication, whether that be on the business's own website or onwards to Google. 

Until this year, some businesses relied on appeals to Google's own moderators to provide some redress and safety when such reviews were posted (indeed, we have helped many clients with such appeals); but since Google replaced its human moderators with AI moderation, such appeals now have a vanishingly small chance of success. 

As a result, a Google review, once posted, will remain unless it contravenes Google's very tight guidelines.

 

Secondly, looking into the future, businesses should retain ownership of their customers' reviews. It currently makes commercial sense that these are 'lent' to Google, but to rely solely on Google to use your customer reviews for your benefit in years to come would be to run an unnecessary and, in our opinion, greater commercial risk than necessary. Owning your own reviews adds value to your business's balance sheet and gives you maximum flexibility. Having them copied to Google is also vital - currently.

Conclusion

In 2026, more than ever, review management must be seen as core for every business, not a 'nice to have' addition to other marketing efforts. Properly implemented, it serves two vital functions: it supports every part of your marketing, and it protects your business's reputation.