How Does AI Actually Decide Who It Recommends?

Ep162 - AI eliminates most businesses before it ever compares them on price or reviews. IMPACT ran an original study to find out exactly why. IMPACT ran an original research study to find out. We asked ChatGPT, Google AI Mode, Gemini, and Perplexity the exact same question 92 times across 23 industries, and coded every answer to see exactly how each platform screens, filters, and selects who it recommends. On this episode of Endless Customers, Bob Ruffolo talks with Brian Casey, Endless Customers Coach at IMPACT, about what the data actually says, including why a perfect 5-star rating can work against you and what really gets a business disqualified before it's ever ranked. Key Topics 00:00 – How Does AI Actually Decide Who It Recommends? 04:37 – Why Saying Who You're a Good Fit For Is the Strongest Signal in the Study 09:33 – Does a 5-Star Rating Actually Help You? The Surprising Answer on Reviews 16:02 – Is It True That AI Weighs Price at Only 5%? 20:59 – What Gets a Business Eliminated Before It's Ever Ranked? 25:12 – Why a Perfect 5.0 Rating Can Actually Hurt You 46:34 – What's Next: How to Audit Your Own AI Visibility About Brian Brian Casey is an Endless Customers Coach at IMPACT who has worked with close to a hundred clients across home services, B2B, and beyond, and brought that coaching lens to IMPACT's original AI Visibility Report. Connect with Brian on LinkedIn: https://www.linkedin.com/in/brian-casey-marketing/ Resource Episode Article: https://www.impactplus.com/endless-customers-podcast/ai-visibility-research-study Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.