AI assistants are changing how customers find you online
When people ask ChatGPT or Google about your business type, your website may not show up. Here's what to check.
Two things happened this week that matter to your online visibility. Amazon and Microsoft stopped hiding their data center deals from the public, and a major marketing platform released tools to show you whether AI assistants are actually citing your website when customers ask them questions. The second one is the real change for a small business owner.
Key facts
- Amazon announced in October 2026 that it will no longer use nondisclosure agreements when negotiating data center deals with local governments, following Microsoft's similar move earlier in 2026.
- Local opposition to AI infrastructure has led to hundreds of proposed and enacted moratoriums across the country.
- Answer engines like ChatGPT, Google Gemini, and Perplexity now cite specific websites when they answer customer questions.
- In testing, 92 percent of industry-specific content pages received citations from answer engines, which produced a 49 percent increase in visibility for those brands.
Why this matters to your business
When a customer asks an AI assistant a question about your industry—how to fix a roof, what to expect at a salon, whether to hire a fence company—the AI may or may not mention your website. If it does mention you, that's a citation. If it does not, you are invisible to that customer. This is different from Google search, where your website appears as a link the customer can click. With AI assistants, the answer itself comes from your content, but the customer may never visit your site.
How to find out if you are being cited
Some marketing platforms now offer tracking to show whether AI assistants are citing your website when they answer questions about your business type. The process involves asking the same questions your customers would ask, then checking whether your site appears in the answer. If you do not have access to that kind of tool, you can manually test by typing a question into ChatGPT or Perplexity and seeing what websites the AI mentions. Do this for ten or fifteen questions related to your industry and write down which of your competitors appear and which do not.
What to do if you are not being cited
If your website is not showing up, the problem is usually that your content is too thin or too vague. AI assistants cite pages that give clear, direct answers to common questions. If your website says you offer fence installation but does not explain your process, your timeline, your materials, or your pricing approach, there is nothing for the AI to cite. Start with the pages on your site that should be getting cited—your main service pages, your about page, your FAQ. Make sure each one answers a complete question. Use plain language. Include specific details. Then test again in a few weeks.
Do not rebuild everything
You do not need to rewrite your entire website. Focus on the pages that matter most: the ones that answer the questions your customers actually ask. If you are a roofer, that might be your page on roof repair, your page on roof replacement, and your page on storm damage. Make those pages clear and thorough. Add a section that directly answers the most common customer questions. Then measure whether your citations improve. If they do, move to the next set of pages.
The data center news is not about you
The announcement from Amazon and Microsoft about transparency in data center deals is important for communities but does not directly affect how a small local business operates. It reflects growing concern about AI infrastructure and where it is built. It does not change your marketing strategy or your online visibility.
Sources
- Amazon and others are done keeping data center deals secret. Is it enough to build trust? - TechCrunch, October 9, 2026
- AEO for content strategists: How to move the needle on citations - HubSpot, October 8, 2026
They did the reporting. The writing and the opinions here are ours.
Questions people ask about this
What is answer engine optimization and do I need it
Answer engine optimization means making sure your website content gets cited when AI assistants like ChatGPT answer customer questions. You do not need a separate strategy, but you should check whether your site is being cited at all. If it is not, your content may be too vague or too short to be useful to an AI.
How do I know if ChatGPT is recommending my business
Ask ChatGPT or Perplexity the same questions your customers would ask about your industry. Look at the websites the AI mentions in its answer. If your site is not there, you are not being cited. If it is there, you are.
Do I need to change my website for AI assistants
You do not need to rebuild your site, but you should make sure your main service pages answer questions completely and clearly. AI assistants cite pages that give direct, specific answers. If your pages are vague or incomplete, update them.
Will AI assistants replace Google search for my business
Not completely, but more customers are asking AI assistants instead of using search. You need to show up in both places. Being cited by an AI assistant is different from appearing in Google search results, but both drive customer awareness.
What does Amazon stopping NDAs have to do with my small business
Nothing directly. Amazon and Microsoft announced they will be transparent about data center deals with local governments. This reflects concerns about AI infrastructure but does not affect how you market your local business.
How often should I check if I am being cited by AI
Check once a month or after you make changes to your website content. AI assistants change their answers over time, so a single check is not enough. Track your citations over weeks to see real trends.
This piece is about Amazon and others are done keeping data center deals secret. Is it enough to build trust?, published by TechCrunch. Go read the original; the opinions here are ours and the reporting is theirs.
