AI is rewriting the rules of search. Is your franchise ready to show up where it counts?
Search engines are no longer just delivering links, they’re serving up answers. And as AI becomes more embedded in how consumers search, franchise brands need to adapt now to stay visible and competitive.
In a recent webinar hosted by the International Franchise Association (IFA), Scorpion’s Chief Revenue Officer, Jamie Adams, and VP of Strategic Sales, Gabriella Ferrara, shared data, insights, and real-world strategies for navigating the rise of AI-powered search. Here's what your brand needs to know.
Why This Matters: AI is shifting how people find your business
“This is probably going to end up being a bigger moment in history than the advent of the internet itself.” – Jamie Adams, Scorpion
It’s not hype, it’s here. AI search tools like ChatGPT, Gemini, and Grok are fundamentally changing how consumers seek answers. According to Scorpion’s national consumer study, 75% of people said AI improved their experience when searching for local businesses.
These tools favor conversation-style queries, like:
“I need a new HVAC system, how can I find the best contractor?”
Search behavior is shifting away from short phrases like “plumber near me” toward longer, more specific questions. That shift is changing not just who shows up in search results, but ultimately, who wins the business.
What AI Prioritizes: Trust, proof, and consistency
“These systems are pulling from everywhere: your website, third-party listings, review sites. You can’t just focus on one platform anymore.” – Jamie Adams
AI platforms don’t just rely on your website. They scan your entire digital presence, from your Google Business Profile to your Facebook page to obscure third-party directories you may have forgotten about.
And trust still matters. While 75% found AI helpful, only 14% said they fully trust it, with 40% saying they double-check results elsewhere.
So while showing up in AI is important, showing up consistently and credibly everywhere else is just as critical.
4 Ways to Future-Proof Your Franchise for AI Search
1. Make your brand unmistakable (and unforgettable)
“The brands that show up most consistently in AI search are the ones people already know and trust.” – Jamie Adams
Offline presence, including billboards, TV, social ads, and vehicle wraps, influences online trust. Whether you're in Dallas or Denver, if your brand is recognizable, you’re more likely to appear in results.
What to do:
- Invest in brand-building locally
- Align your franchisee listings and profiles
- Ensure your messaging is clear and consistent
2. Answer real questions on your website
“You need to think beyond keyword stuffing. Write the content your customers are actually looking for.” – Jamie Adams
AI tools are seeking helpful, educational, conversational content. If your site reads like a brochure, it won’t cut it.
What to do:
- Turn your FAQs into full, conversational answers
- Add content that explains pricing, services, and timelines
- Use real questions your team hears daily
“Some businesses hesitate to post pricing, but AI is looking for it. This is your chance to set the narrative.” – Gabriella Ferrara
3. Make reviews a daily priority
“Reviews are still the most scalable, most authentic signal you can control.” – Jamie Adams
AI engines pull heavily from third-party reviews. And consumers do too: 64% of people won’t consider a business with less than a 4-star rating, while 67% read at least three sources before deciding.
What to do:
- Make review collection part of your process
- Focus on Google, Yelp, and industry-relevant sites
- Maintain a 4.5+ star average across platforms
4. Use AI tools to your advantage
“Adding AI-powered chat helps you learn what customers are really asking and lets you adjust your content accordingly.” – Gabriella Ferrara
Franchise websites can become smarter by using tools that learn from customer questions. This creates a flywheel effect: better data leads to better content, which leads to better visibility.
What to do:
- Enable conversational chat on your site
- Review chat transcripts weekly for content gaps
- Use this intel to update your FAQs and blog content
Stand Out and Get Chosen: Your Franchise Advantage in the AI Era
“This is a critical time. Your franchise locations can either adapt to AI-driven search or get left behind.” – Gabriella Ferrara
AI is creating a new playbook for how businesses get discovered. But it’s not about reinventing the wheel, it’s about enhancing the fundamentals:
- Brand visibility
- Reputation management
- Website quality
- Educational content
At Scorpion, we help franchise brands connect these dots to turn visibility into leads, and leads into customers. Check out the full webinar or contact our team to see how Scorpion can help your franchise thrive in the AI era.
