Businesses in Wales are being asked to adapt their online presence as artificial intelligence changes the way people search for services.
The move to AI-generated answers is already having an impact on how customers find local businesses, raising concerns about the visibility of businesses across Wales.
Recent industry data shows that nearly 90% of UK businesses are concerned about losing their online visibility as AI results appear higher than traditional search listings. Many expect customer behavior to change further during 2026, with more people turning to tools like ChatGPT for quick information.
The backbone of Wales’ economy is small businesses, many of which rely heavily on organic search traffic. Any decrease in visibility can make it difficult for local businesses to reach customers who rely on online research before choosing a product or service.
Chris Hinchley, Cardiff-based business owner and director of Appia Online, said businesses in Wales needed to adjust their approach to remain competitive.
He said: “AI is changing the way people search for and research information online. Welsh businesses that rely on Google search need to understand that their customers may be the first to see an overview of AI. If they are not included in the results, they risk being overlooked. Early preparation is essential.”
Chris shared five steps that he believes will help Welsh businesses maintain their presence as the online landscape evolves.
- Strengthen brand signals across the web: Search tools and AI models rely on trust signals. Consistent branding, accurate details, and up-to-date profiles help the system recognize and correctly reference your business.
- Improve clarity and depth of website content: Businesses need to provide clear answers to common customer questions. Simple explanations, helpful guides, and transparent information are more likely to be included in the AI’s response.
- Build local authority through verified sources: Local citations, Welsh news coverage, and trusted links help the model understand that your company is relevant to people in a specific region. This is especially important for trade, hospitality and service-based businesses.
- Keep business information accurate and consistent: AI tools prioritize businesses with reliable data. Address changes, business hours, staff updates, and pricing information must be kept up to date on all platforms.
- Monitor how customers are finding your business: Tracking traffic, inquiries, and search patterns can reveal whether AI is impacting visibility. Early signs of decline allow companies to adapt quickly.
Chris added: “Businesses in Wales don’t need to fear these changes; they just need to stay informed and proactive. The future of search is already changing, and those that understand it will be the ones that customers continue to search for.”
Digital analysts expect AI adoption to accelerate during 2026. For businesses in Wales, staying relevant can depend on a combination of strong branding, reliable information and a willingness to adapt to evolving customer behavior, according to Chris.
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