#local-search

#local-search

According to Bloomberg's Mark Gurman, Apple has been exploring the idea of adding more advertising to iOS for several years, and it might soon implement this plan, with Apple Maps as the first affected app. Gurman reports that the company is working on a plan that could see ads integrated into Apple Maps "as early as next year."

Local businesses face a new challenge in 2025: how to stand out in a digital-first marketplace where global companies, national chains, and online retailers compete for the same customers. The shift in consumer behavior is undeniable. Whether someone is looking for "coffee near me," "best Italian restaurant in Brooklyn," or "dispensary open late in Albany," their first instinct is to search online. Those searches are the gateway to revenue, and geo-targeted SEO content has become the most effective way to convert them into loyal customers.

A location-smart AI knows where you are and answers with that in mind. Generic AI models treat a user in Tokyo exactly like someone in Toledo, missing the cultural nuances that make recommendations actually useful. Location-based AI changes this by training on geographically specific data, with search results serving as windows into regional preferences, language patterns, and local interests. This goes beyond knowing your zip code and into understanding the invisible cultural context that shapes how people actually live and search.

Google's AI Overviews have been shown to negatively impact click-through rates, as confirmed by three additional studies, making it a critical issue for marketers.