Local Memo: Google’s AI Mode Push, New Questions in Local Profiles, and Expanded Knowledge Panels

Google’s AI Mode Will Transform Local Search

The News In a comprehensive interview on the Lex Fridman Podcast, Alphabet CEO Sundar Pichai emphasized that Google’s AI Mode represents the future of search, characterizing it as a sophisticated evolution rather than a wholesale replacement of traditional search results. While AI Mode currently exists separately, its successful features are gradually being integrated into the broader Google Search experience. Pichai also suggested that advertising would eventually appear within AI Mode, alongside a possible ad-free subscription model similar to YouTube Premium.

What This Means Pichai’s comments clearly signal Google’s intention to infuse AI-driven elements throughout local search. Currently, AI Mode already enriches local search results with interactive maps, carousels, photos, and clear calls to action. As these advanced features move into the main search interface, expect traditional organic results to become less prominent. Local businesses must prioritize content that caters directly to consumer queries, ensuring visibility in these increasingly sophisticated search formats.

Google Starts Asking Questions in Business Profiles

The News Multiple observers, including myself and our own Claudia Tomina, noticed Google directly inserting questions into the Q&A sections of Google Business Profiles under the pseudonym “People are asking.” The questions—such as inquiries about accessibility or dietary options—appear authentic, likely designed by Google to prompt responses that enhance AI-generated answers. These queries seem more frequent for profiles with fewer existing Q&A interactions.

What This Means Google is proactively building richer conversational content to support AI-generated local recommendations. Businesses, particularly restaurants, should actively monitor and respond to these new questions, turning their Q&A sections into valuable FAQs that enhance their profile’s visibility in AI-powered results. Even non-restaurant businesses should consider preemptively populating their Q&A with answers to common customer inquiries, boosting their AI and organic visibility.

Full-Width Knowledge Panels Elevate Key Local Info

The News A significant redesign of Google’s Knowledge Panels for local businesses is rolling out widely in the U.S., displaying prominently on desktop searches. Initially observed for recreational facilities and gyms—and subsequently restaurants—these expanded panels now dominate the above-the-fold space with large photo and video tiles, reviews, hours, and other business-specific information such as ticket purchasing or weather updates.

What This Means With nearly all local searchers encountering Knowledge Panels directly—compared to only around 1% currently engaging with AI Mode—this redesign significantly elevates the importance of visual content and immediate trust signals. Businesses that optimize and maintain high-quality photos, engaging video content, accurate hours, and positive reviews will gain a considerable advantage. Brands that neglect these elements risk diminished visibility and engagement.