Yext Research explainer · 2:51
How does AI decide who to trust?
Locations on 50 or more platforms got 150% more customer actions the next month than locations on 20 or fewer.
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Each finding below is said in the film. Select one to play from that moment.
What this film covers
A traveler in Charleston asks ten people for a pizza place and hears one answer, and search engines and AI models check maps, directories, review sites and websites the same way. Across 1.38 million locations, those on 50 or more platforms got 150% more customer actions the next month than those on 20 or fewer, with 163% more website clicks, 161% more direction requests and 110% more calls. Put your facts on every platform AI reads, and keep them current.
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Transcript
Select a time to play the film from that line.
- 0:13Say I land in Charleston and I'm hungry.
- 0:15So I ask a room full of people where I should get a slice.
- 0:19All ten of them name the same pizza place.
- 0:22They agree on where it is and what time it opens.
- 0:25The menu. The prices. Which toppings they have. Even the allergens.
- 0:30So how sure am I that's a good place to go? Very sure.
- 0:34Search engines and AI models work the same way.
- 0:37They check maps, directories, review sites and websites.
- 0:41Hundreds of them. Sometimes thousands.
- 0:45And they multiply: every source feeds others, and those feed more.
- 0:49When every one of them says the same thing, the model is confident.
- 0:53And that's the answer it gives.
- 0:57So at Yext Research, we checked.
- 1:00We didn't just look at one, two, three, four, five businesses.
- 1:04We studied 1.38 million locations over many months.
- 1:09Locations on 50 or more platforms got 150% more customer actions the next month
- 1:15than locations on 20 or fewer.
- 1:17That's 163% more website clicks. 161% more requests for directions. And 110% more calls.
- 1:27Now say you run that pizza place, and you want to be found.
- 1:31The most important thing you can do is get your facts into every AI search platform.
- 1:36Google. ChatGPT. Anthropic's Claude.
- 1:39You want to feed them as much accurate, complete knowledge about your business as you can.
- 1:44The way to do that is a platform like Yext.
- 1:47It sends your facts out to all of them.
- 1:50Other systems pick them up too. Then the AI reads the rest.
- 1:54And everywhere it looks, it finds the same answer: your pizza place.
- 1:59But say your facts don't get to the right places.
- 2:02Some sources never hear about you. Others get your hours wrong.
- 2:06And old data never really goes away.
- 2:09Three years ago, this place was a hair salon. Before that, a laundromat.
- 2:13That data is still out there, and AI still finds it.
- 2:17Now the AI doesn't know which answer to trust. So it doesn't pick you.
- 2:22Or it picks another pizza shop,
- 2:24whose facts are the same everywhere, up to date and far more complete.
- 2:29Their pizza isn't better. AI just knows them better.
- 2:33So put your facts everywhere AI looks, and keep them right.
- 2:37You need to manage this data.
- 2:39Update it often.
- 2:40And constantly improve it.
